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5 Tips to Double Your Email Marketing Results, Today!

Maybe you are a long-time veteran of email marketing or just kicking the tires. Maybe your email marketing efforts have stalled, or you are not seeing the results you once did, or you never achieved the results that were promised. Welcome, this message is for you.

In this article I'm going to explain five simple, yet powerful ways to double your email marketing results through Segmentation - your "Silver-Bullet" to email marketing.

Database segmentation is simply targeting customers based on their unique buying motivations. Implement these 5 Database Segmentation tips today and start realizing dramatic improvements in your email marketing efforts.

1. 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.

Semi-private clubs are often the worst offenders, they send every email message to their entire database every time. Private clubs are offenders on the opposite spectrum. They only email their members and never put together a prospective member email list that is emailed monthly.

Your messaging, promotions, and events are different for Members than Non-members -- so should your emails. For Semi-private clubs, the last thing you want to do is devalue your membership program when offering tee sheet promotions to daily-fee golfers, or membership promotions to prospective members. For Private clubs, how much money are you leaving on the table when you do not email prospective members on a monthly basis?

2. 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 a professionally written sales letter or a timely booking reminder; do not let your message be lost in your weekly golf promotions and updates.

3. 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.

If you do this correctly, you will achieve higher response rates from every email blast, which translates into higher profits! In our experience, you can double your business with about a 10% increase in effort -- not a bad return.

4. 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.

The best story I share is this: We segmented a customer's database and identified 618 golfers that play 4 or more times a month. We then sent a simple but compelling offer to them at 10:00 am; we had our first signed contract at 11:48 am. We made $3,000 within 2 hours on about 15 minutes of work. Enough said.

5. Birthdays. The perfect segmentation -- it is the ultimate one-on-one experience. Plus, birthdays are timely, relevant, and the perfect selling vehicle. And they can easily be automated.

Configure your marketing system to automatically send a happy birthday certificate valid a week before or after someone's birthday. Offer a free green fee, round of golf, or special birthday present for playing. 99% of the time they'll bring friends, eat, and buy drinks. Score a big-time win with your customer base while increasing your average dollar per round!

Like any technology, email marketing is a moving target and you need to stay ahead of it. If you are not working with a professional email marketing service company, you need to. If you want results, stop using your personal email client, or Point-of-Sale System that uses your PC to send email. Make sure your email marketing solution has the following:

  • Server-based solution.
  • White-listed with the major ISPs. (Google, Yahoo, AOL, etc.)
  • Conducts email delivery audits.
  • CAN-SPAM Compliant.
  • Specializes in the golf business!

Call us today to schedule your Golf Marketing Review - 877.231.0060

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