Hey Chris.
I love your enthusiasm and agree a simple email from ESP would be a good starting point...... but I think you answered your own question when you say you've done absolutely no marketing?
To start with what CRM system would you choose? What direct mailing company? What content will drive increased sales etc etc.Creating a mailing list is simple but you want to be able to quantify results and grow your business as an end result.
Also I would say the clubs do an excellent job, well the Dragons do anyway and I would expect lots of others as well, I get digital content in at least 3 forms and can opt in for printed content as well. Currently to me they provide, Weekly Members first emails, including coach and player interviews, community information, match day information and match highlights from NRL to junior reps etc etc. The NRL also bombard me with "targeted" digital content via "inside pass" which is also excellent. It makes me ask are you a club member or have you signed up with the NRL because my experience of what they offer seems vastly different than yours?
Anyway the above ramble is too much like work for me in essence we agree; ESP as a company could do it better by simply doing something / anything......please do something as the current attitude is no growing the love for collecting.
Cheers
Ross