CRM & Email Marketing Optimization — Metro Esports
Metro Esports relied on generic, template-based email blasts sent to their entire contact list with little targeting or purpose. The goal was to transform email from a passive communication channel into a measurable driver of registrations, event attendance, and operational insight.
Project Overview
Client
Metro Esports
PROJECT LENGTH
2 years
Metro Esports is a youth-focused esports and gaming organization operating multiple physical facilities and event programs.
Drive registrations
The challenge:
Emails were sent to all 9,000 contacts regardless of interest, behavior, or history. Content relied heavily on image flyers and lists of CTAs, resulting in low open rates (5–10%), a ~1:500 click-to-open ratio, high bounce rates, and minimal downstream action.
The APPROACH:
Define the audience
Identify who emails are actually for—parents, players, casual visitors, and repeat members—and why each group should receive different messaging.
Segment by interest and behavior
Use surveys, engagement data, and event history to tag contacts by game preference (e.g. Mario fans), attendance patterns, and lifecycle stage.
Shift from flyers to narrative emails
Write HTML-based emails that explain value, context, and outcomes instead of relying on image-heavy announcements.
Test and optimize continuously
Run multivariate testing on subject lines, layouts, and CTAs to improve open rates and click-through performance.
THE RESULTS:
Open rates increased from 5% to 30%
CTOR improved to 8.5% across segmented campaigns
Sold out events
