saintnicks is an indispensable creative and digital agency partner. Their exceptional work consistently surpasses industry standards and has fortified the connection with our fanbase, driving outstanding campaign results.
Collaborating with them has been a pleasure, marked by open communication and a shared commitment to achieving our marketing goals. As a team, they actively contribute valuable insights, fostering a dynamic exchange of ideas for continuous improvement. Their holistic approach and commitment to our success makes them far more than just a service provider. Thank you, saintnicks.
LIV Golf
Driving fan engagement through eCRM
What we did
The Challenge
Following the successful launch and growth of LIV Golf’s fan engagement and eCRM programme with saintnicks, LIV Golf wanted to deepen fan engagement, support broader commercial objectives, and build on its substantial database for the 2025 season.
This coincided with an overhaul of the brand’s digital ecosystem, including a new website, a new CRM system, and a renewed focus on driving engagement among existing and prospective fans.
Specifically, LIV Golf needed the expertise of an email marketing agency to establish a more sophisticated marketing program within a new CRM platform. This meant utilising more advanced automation and segmentation, and delivering even more engaging content at scale for the league and all 13 of its teams than ever before.
The Leap
We created dynamic, personalised experiences for fans through eCRM using fan data, automation, modular templates and interactive elements to create a truly valuable experience. Here’s how we did it:
Discover & Plan
Mapped data capture points across the website, event apps, and merchandise store, defining audience segmentation based on team preference, location, and more.
Content & Design
Designed and built nine modular interactive email templates for use in Emarsys, featuring custom-built dark mode optimisation to preserve brand colours, countdown timers, live polls, carousels, and clickable hotspots. Also created clear guidelines to ensure consistency, scalability, and ease of use across league and team communications.
Build & Launch
Implemented automated welcome journeys; custom pre-event, post-event, and monthly round-up emails; and timely ad-hoc sends for the league and all 13 teams delivering tailored fan experiences, including match previews, expert analysis, behind-the-scenes content, and personalised email journeys.
The Work
Modular Magic
Working closely with the LIV Golf team, through discovery sessions and desk research, we mapped out all current and potential content requirements and distilled them down to nine templates, each featuring a suite of flexible modules.
Wireframes for each template were created, with user experience and best practice principles for email performance at the forefront.
This was followed by a HTML build with rigorous testing across providers and devices, to ensure the integrity of the design was maintained. Through build, we implemented custom code for dark mode fixes (preserving all-important team colours, no matter how and where the emails were views), and introduced interactive features like countdown timers, live polls, hotspots, carousels, and more.
With the modules built and tested, we created eCRM design rules guidelines for the league and each of its 13 teams – ensuring brand consistency with all of their other touch points.
Welcome to LIV Golf
With modules, templates and design guidelines set, we created automated welcome journeys for the league and each LIV Golf Team – carefully crafted to acknowledge the members’ journey to sign up, and deliver them relevant content to help supercharge their fandom. This included education on the league’s innovative format, introduction to the team’s values and players, and signposting to broadcast, tickets and merchandise.
Once welcomed into the LIV Golf world, fans are treated to a regular program of communications around key events and their favourite teams’ activities.
Pre-event Previews
Each tournament kicks off with a countdown (literally) as pre-event emails give subscribers the inside track. From course previews and weather reports to must-watch players and under-the-radar storylines, fans get the lowdown before anyone else.
They’re also nudged to set their Fantasy line-ups with expert tips, and take part in live polls to see how their predictions stack up against fellow fans – with the results viewable and updated live within their email.
Post-event Reviews
Post-event emails give subscribers a complete round-up of the action – on and off the course. To showcase LIV’s ‘Any Shot, Any Time’ innovation, we built a custom interactive module highlighting the pivotal hole of the event, letting fans click through every shot, on any device or email client.
In response to subscriber feedback asking for more in-depth analysis, we now spotlight expert insights from the broadcast team and writing staff, along with exclusive infographics and data-led content.
Once again, fans also get to vote on standout performances via live polls – with real-time results revealed right in their inbox.
Monthly Round-ups
Each month, fans are kept In the Loop with a curated round-up of the latest news, insights, and behind-the-scenes action from across the league. Content is presented in a sleek grid layout, designed for easy discovery and optimised across all devices, email clients, and dark modes.
Team fans receive even more. Subscribers who follow one of LIV’s 13 teams get a personalised edition featuring exclusive, unlisted video content, plus prize draws for signed merch, swing tips, and even the chance to meet the players.
Every team email is written in its own distinctive tone of voice – crafted by saintnicks to ensure each fan feels a genuine, one-of-a-kind connection.
Results
The eCRM programme has become a key driver of fan engagement, delivering results well above industry benchmarks and strengthening the emotional connection between LIV Golf and its global audience.
EMAIL OPENS
0 Million +
above industry average open rate
+0%
industry average click rate
0 x
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