Melbourne Cricket Club drives member engagement

Overview: Melbourne Cricket Club drives member engagement

Learn how Melbourne Cricket Club improved their email delivery rates to 99% to save over AUD$100,000

The Melbourne Cricket Club (MCC) is the largest sporting club in Australia with over 140,000 active members.

Find out how MCC significantly improved their email deliverability and saved over AUD$100,000 annually for their renewal notifications via email by using Experian Data Validation for Microsoft Dynamic 365 CRM.

Two friends sitting on football stadium steps

Challenge overview

MCC has over 330,000 records in its database for members and waiting list candidates and continues to grow annually. Historically, the Club relied heavily on postal addresses to fulfil member activities such as posting initial application forms, shipment of member cards and goods, as well as giving notice of renewal. While postal mailing is an important channel, the Club recognised the need to digitise its engagement strategy. Digitisation would ensure; reduced postal costs, meeting the needs of members who prefer email and text messaging, and delivery of timely updates to members and applicants especially during the Covid-19 pandemic.

Challenges
  • Growing membership programme
  • Day-to-day management and communication
  • Driving member engagement
View Melbourne Cricket Club Profile
Company Bio:

The MCC has the public responsibility of managing the Melbourne Cricket Ground (MCG), Australia’s largest stadium. The aim is to create unforgettable experiences for members nationally and internationally, through live sporting events, entertainment and culture.

Industry: Not for Profit / Sports
Number of employees: 500+
Number of active members: 140,000
Contact information drives how we manage our membership programme. Experian’s data validation solutions were easy to connect and have enabled us to capture the right information up front so we can communicate with members. Evidenced during the Covid-19 pandemic where we needed to provide our members information quickly and regularly.
Dean Burton, Operations and Analysis Manager, Melbourne Cricket Club

Solution overview

Since the early 2000s, MCC has used Experian’s real-time address, email and mobile validation solutions at the point of data capture on its website and within the Microsoft Dynamics CRM system. The solutions put in place check addresses against official data from Australia Post and directly with mailbox and mobile network providers to ensure existence and deliverability. If details are incorrect, the person entering the data is prompted to make corrections before submitting the form, preventing manual rework of data for MCC later down the line.

Email deliverability rate has increased significantly to 99%. And 85% of renewal notices are sent via email, saving over AUD$100,000 annually.
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Results
  • 100% valid postal addresses
  • Over 96% valid email addresses and telephone numbers
  • 85% of renewal notices are sent via email, saving over AUD$100,000 annually
Solutions
Melbourne Cricket Club drives member engagement

Melbourne Cricket Club drives member engagement using Experian’s data validation

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