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We wanted to test how males & females differed in terms of how they engaged with the BluePrint:

What were the KPIs like for males v. females?

Are females and males similar in terms of what content appeals or is it different?

MALES FEMALES

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Weekly newsletter delivered to a part of the MCFC fan base every Friday

Subscribers: 176,500

Males: 50%

Females: 13%

Unknown: 37%

UK:

International:

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Focus on News/Fixtures and Retail/Ticketing

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More interest in One Direction……

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Is there a “giving” element when women enter competitions?

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Are they the decision makers or simply curious?

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MALES FEMALES

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Not surprising…

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More likely to act on participation

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Both male and females preferred the first version. Message wasn‟t properly isolated.

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Inclusion of NFL player‟s history and family background drives a 77% uplift in female engagement.

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Multiple choices to be shared as a general recommendation with Kitbag.

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But men do too!

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Test results

The male segment performs better than the female segment in terms of basic KPIs (4.7% uplift in open rates and

14.2% click through uplift for the male segment)

The significant difference is how both segments engage with “Have you Seen This” panel (109% uplift with males)

The female segment interacted more than males with the navigation and calls to action (shop, news, fixtures and

ticketing)

The female segment interact with the „doing‟ links in greater number (player of the month, forward to a friend,

competitions)

Recommendations

Focus future content sex segmentation on the language and tone we use – campaigns will take guidance from

overall Operation-F Comms strategy

What can females vote on? Exclusive female competitions?

Work with Kitbag to produce targeted retail offers

Ideas for further testing?