If you're not e-mail marketing to college students, perhaps you should be. Today's college students are one of the earliest generations that have had four to six years of Internet, e-mail, Web, IM, wireless, and other digital experiences woven into their lives. Because of college kids' unique nature (most are parent-supported, with plenty of discretionary income), this group is very attractive for e-mail marketing.

Some Stats:

• College students have $122 billion in on-campus spending power.
• The average student's family has an annual income of more than $89,000.
• Almost 75 percent of students maintain jobs while attending college, earning an average of $645 a month.

More important than what college students spend today is the fact they're the consumers of tomorrow. Building relationships now could pay off in a big way down the road, as well as produce current sales and revenue.  For example, in Austin we have 50,000 students at The University of Texas alone, that population rivals some cities!  And guess where most of them will live after they graduate and start working at Dell or other corporate positions to influence corporate tournaments and events. 

Because many, if not most, college kids grew up living online in perhaps the most advertising-saturated time, they're a very savvy generation when it comes to advertising in general, and online advertising in particular. Here are some key factors to bear in mind when planning an e-mail marketing campaign targeting this group:

• They're bombarded with advertising and have been since birth.
• They can smell untruth, deceit, and hype a mile away.
• Those from affluent families know the value of money and that makes them serious about their futures.
• They avoid the morning like the plague, gear your communications and promotions for the afternoons and evenings.

Taking all this into account, some recommendations for e-mail marketing to college students:

• Be completely honest and forthright in communications. Your promotions need to be value-based and straight forward, don't create confusing "buy 1 round and get a second 1/2 cart for free" crap.  Use something like, "students play for $19 in the afternoons", which are probably your slower times, especially in the summers.  And guess what, they eat and drink. They'll order two burgers and have 5 sodas without blinking an eye. 
• Provide something of value that helps sell why they should golf, especially at your course.  It could be a report that shows that 78% of corporate executives play golf on a regular basis.  Or a report that stresses the importance of golf (an average playing ability) with high paying careers in sales or other corporate positions. Send an e-mail with that report with an offer to join your Player Development Program.
• Take the time to speak with college kids and find out what's on their minds. Then figure out how to incorporate what you do with that knowledge.

Until Next Time,

Alan