Bay Paul - Course Logix President
7 Tips for Succesful Email Marketing
Tips for Successful Email Marketing
Many courses around the country are finally starting to catch on this email marketing thing-a-ma-gig. Courses have started growing their own email database. Some of these databases are very simplistic and some are more robust. Just the fact that Courses in the US are harnessing the power of the web is a great thing. I am writing this article not as a Golf Course Internet Marketer Expert, but as a golfer. Every day I get an eblast from a golf course that I sign up for on their website, and every day I see emails that are destined to fail.
1. Analyze your tee sheet’s weaknesses and promote though email. I have a client in Georgia tell me a few weeks ago that they were not going to send out an e-blast that week because it’s supposed to be 95 degrees all week. I would say that is a tee sheet weakness. (keep reading to find out what we did)
2. Be Creative and the offer has to have value. Just because you’re in the golf business doesn’t mean you’re not creative. Start thinking outside box and come up with an idea that will make a golfer play your course for the first time, or play your course more than they normally would. Back to the course in Georgia , we came up with an email campaign that promoted the specific tee times that were going to be affected by the heat. Beat the Heat promotion, which entailed a free 6-pack cooler of beverages of their choice for free, with purchase of foursome. (One cooler per cart).
3. Branding, Branding, Branding….just like location is with real estate, all marketing materials, and outgoing emails need to have your course’s name and logo. Brand identity is the one asset no one can take or borrow from you. You will also want to include your website, phone number, and online booking link (if available) on all outgoing email campaigns. You want to make it as easy as possible to get golfers to book a tee time.
4. Create a Sense of Urgency and you will see a difference in revenue generated from your email marketing efforts. Every email promotion will need either an expiration date or a deadline. I would avoid sending an email promotion that expires in a month. What is going to motivate that golfer to act fast? 5 days….5 days is the magic number that creates a sense of urgency.
5. The Rule of 3 is a rule that most courses are aware of, but don't follow. The rule is that if you are trying to promote a new clinic, new tournament, or just a Friday Fish Fry in the restaurant, you will need to send it out 3 times. Not twice, and not 4 times. The human brain remembers things in 3's. You might ask yourself, "But won’t I be spamming my customers". If the emails blasts are properly spaced and you follow the "Segmentation" step below, your customers will not feel spammed.
6. Segmentation….one of the most important components of email marketing, and most courses do not have the capability. Email segmentation is the ability to send emails to only golfers who are women, seniors, juniors, play in leagues, outing planners, families, members, golfers who are local, commuter golfers, tourists, and so on.
If you send email targeting Seniors “e.g. Senior Tuesdays”, non seniors will start disregarding your emails. The key is to be able to send emails to only the people that will benefit from the email. This will prevent email saturation, and your database won’t disregard your emails.
7. Tracking is key to determining your marketing efforts. Some email marketing systems can track each eblast campaign, and tell you how many golfers received the email, and who printed, sent it to a friend, or booked online.
If you follow these 7 steps above, you will see a 300% improvement from your email marketing efforts. If you are interested in learning more about Course Logix, please call us at 800.599.6310 or visit us www.course-logix.com