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Your Soccer Tournament eMail Newsletter

In Tough Econominc Times, It's more important than ever to Keep in Touch

A soccer tournament email newsletter is a great way to keep in touch with coaches, team managers parents and DoCs of participating teams. In tough economic times, it's more important than ever for soccer tournament directors to understand the importance of keeping in touch.

As the recession continues to batter team budgets, it is quite possible that teams that attended three tournaments last year (yours and two others), will cut their participation down to two this year.

What can you do to make sure that yours is not the one that gets cut? The answer lies in keeping in touch, which is a sure-fire way to maintain what is known in advertising circles as TOMA, or top of mind awareness.

Every other month, for example, I get an email from the Gothia Cup in Sweden. It lets me know how preparations are going for the upcoming tournamanet in July, keeps me up to date with the latest sign-ups, and offers news, team profiles, staff profiles and the like, just to keep me "in the loop."

More to the point, it keeps Gothia Cup on my mind, and reminds me that I had been interested in taking a team to the event (after all, I did sign up for the newsletter) and keeps me thinking about that event.

This is the sort of contact all tournaments need to be having, not just with all past participants, but for as large a list of prospective participants as you can build.

Here are a few things you need to think about when launching and maintaining a successful soccer tournament email newsletter.

1. Maintain regular contact, at least every other month throughout the year. Make a commitment that is manageable and then stick to it. It's far better to commit to sending something out every other month that it is to commit to once a month, and then not stick to the schedule.

2. Make your email brief and to the point. A recent Nielsen Norman Group Report revealed that the typical email newsletter gets 51 seconds of your reader's time.

3. Make sure that your newsletter is not just fluff, but highlights new information that will make their tournament experience better. In other words, what's in it for them.

4. Here are few of the things you might want to write about: Maybe you have updated your tournament software and can now guarantee more convenient scheduling options, or maybe you have a new sponsor who is going to run some terrific promotion that participating teams with just love. Or maybe you've had your fields re-seeded and can now offer better playing surfaces, or you have just increased the level of discount you offer for clubs entering more than one team. Let your readers know what's going on, and how that affects them.

5. Add to you email list all the people you have in your tournament database, including coaches, team managers, club DoCs and parents.

6. Don't limit your list contact to just the people who entered last year's tournament. Maintain contact with everyone who has entered in any of the last several years and go out of your way to invite people to sign up, not just online, but offline, too.

7. Put a sign-up option on your tournament website so you can capture more email addresses that way. It can be as simple as a link that goes directly to an email address, or it can be the kind of opt-in form that requires a second confirmation via email. There are lots of companies that can manage this process for you. Aweber, Constant Contact and iContact are just a few.

8. Add a "forward to a friend" option on every email you send so that recipients can easily forward your information on to friends and colleagues. Maybe a coach is on your list, and that coach, in turn, wants to send your email on to the team manager and the parents of every player. Make that easy for them to do.

9. Create a "Newsroom" page on your website where you can archive all of your previous newsletters (as well as press releases, and any other coverage your tournament gets). If you store them all on line, not only will visitors be able to access them to get a feel for what kind of tournament you run, but search engines will eventually find them and that will push your site up the rankings.

10. And speaking of news, don't forget to include the media on your list, and not just the local print media. The soccer media and the online media should also be receiving them.

And with that, since you're currently reading a website that is part of the online soccer media, let me take this opportunity to formally invite you to send your soccer tournament email newsletter, (plus press releases and the like) right here to We'd love to hear what you have going on. And maybe we'll include your news in the next edition of our very own email newsletter.

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