Email Turns Visitors into Loyal Customers
Email marketing allows you to proactively communicate with your existing customers instead of passively waiting for them to return to your facility.With email marketing you can solidify existing relationships, initiate new ones and convert your one-time visitors into long-term customers.According to latest research, good email marketing wins over consumers:
- Well-executed permission email marketing campaigns can have a positive impact on consumers' attitudes towards companies.
- 67% of US consumers said they liked companies that, in their opinion, did a good job with permission email marketing.
- 58% of consumers said they opened those companies' emails, while 53% said that such emails affected their personal buying decisions.
- Members/Non-members.If you are a private club, semi-private club, or offer any type of annual pass program, this is the first segmentation you need to create.Obvious, right?But so many clubs do not do this.
- Event and Outing Planners.These planners may or may not be golfers.A lot of golf tournaments are planned by executive directors, administrative assistants, or other office staff.When you email them, make sure it counts.Use professionally written sales letters and timely rebooking reminders.
- Average Score.This is an extremely successful segmentation when promoting lessons.How powerful would it be to promote a "Break 100" lesson package to everyone that shoots in the 100s.Maybe offer "Advanced Putting" or "Specialized Short Game" packages to lower handicappers.
- Frequency of Play. This is ideal for prospecting new members depending on your annual pass program or membership program.Target folks that play 4 or more times per month.
- Birthdays.The perfect segmentation -- it is the ultimate one-to-one experience. Plus, birthdays are timely, relevant, and the perfect selling vehicle. And they can easily be automated. Like any technology, email marketing is a moving target and you need to stay ahead of it. Use the following checklist to rate your email marketing solution:
- Server-based solution, not PC-based.
- White-listed with the major ISPs.
- Conducts email delivery audits quarterly.
- CAN-SPAM Compliant.
- Specializes in the golf business!
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