Salesmanago Blog | eCommerce Marketing, Automation & AI Insights

For over two decades, TorneiGiovanili.com has been the go-to platform for youth sports events, connecting clubs, athletes, and families with unforgettable experiences across Italy and Europe. As the only Italian company organising international tournaments abroad, their unique position demanded an equally unique marketing approach.

“We knew we had something special,” says 2erre Organizzazioni representatives – “But we needed a way to communicate that effectively to our diverse audience of sports enthusiasts, parents, and young athletes.”

The Game Plan: Personalization, Automation, and Growth

To achieve their 2023 goals, 2erre Organizzazioni partnered with AI6 agency and SALESmanago. The partnership began with clear objectives:

1. Supercharge email marketing performance

2. Expand the contact base without compromising quality

3. Implement deep segmentation for targeted communications

Here’s how they did it:

• Email Marketing Enhancements:

  • Automation: Implemented automated responses to information requests, ensuring timely and personalised communication.

  • Segmentation: Leveraged dynamic automation rules and detailed user groups to create highly targeted email campaigns.

  • Personalization: Delivered personalised content in mass emails and crafted segmented, dynamic emails with engaging content.

• Lead Generation Strategies:

  • Contact Base Expansion: Utilised eye-catching pop-ups and user-friendly forms to grow the contact base by 63.43%, with a consistent annual growth rate of 4.37%.

  • Quality Assurance: Maintained a high-quality contact base with 95% opt-in rates and alternative communication channels like web push notifications.

• Multi-Channel Approach: Introducing web push notifications to complement email campaigns.

The Scoreboard: Impressive Results

The strategic use of SALESmanago led to significant improvements across key performance indicators. The impact was immediate and sustained:

Email Marketing Performance:

• Open Rates (OR) increased by 35.97% overall and by up to 32.02% in the last 12 months.

• Click-Through Rates (CTR) jumped by 21.57% overall and peaked at 26.75% in recent periods.

• Click-to-Open Rates (CTOR) saw a boost of 17.48% overall and reached 26.48% in the current year.

But the wins didn’t stop there. In the current year: automated emails outperformed mass emails with a 30.46% higher open rate and a 26.48% higher click-through rate.

Thanks to SALESmanago we managed to increase the OR, CTR and CTOR percentages compared to when we used MailChimp.

~ 2erre Organizzazioni

Lead Generation Success:

• Contact base size surged by 63.43%, maintaining high quality with 95% opt-in contacts.

• Year-over-year growth consistently added 4.37% to the contact base.

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These achievements highlight the effectiveness of the three-way collaboration between 2erre Organizzazioni, Agency AI6, and SALESmanago, showcasing a model of successful partnership and strategic execution:

Thanks to SALESmanago software we were able to implement an effective and measurable communication system.
~ Gabriele Rizzetto [PM & Marketing Automation Specialist] at Antica Innoveria 1.6 

From day one, 2erre Organizzazioni has utilised SALESmanago in a unique way tailored to their business model. All planned steps were executed flawlessly, delivering the expected results.
~ Filip Piszczek [Senior Partner Success Manager] at SALESmanago

Building on the success of 2023, 2erre Organizzazioni is set to further refine their automation processes. The next phase focuses on optimising workflow creations to ensure all implemented functionalities work harmoniously, enhancing the customer journey and meeting user needs more effectively. For 2erre Organizzazioni, the game has changed. And with SALESmanago in their corner, they’re not just playing – they’re winning big.
Discover more about customer journey and offerings at TorneiGiovanili.com.