GROW YOUR DATABASE AND SHARPEN YOUR FOCUS
When it comes to email marketing, there really is only one central truth: “he who has the largest database wins.” A bigger database means more golfers see your message and ultimately, more traffic passes through your doors.
Look for every opportunity to gather email addresses from everyone who sets foot on your course. To hit the reasonable goal of collecting 10 email addresses per day, the most effective thing you can do is simply ask for it while offering value in return.
Most people won’t give out their email address without some perceived value in return. The most effective offer we’ve seen is to provide a free greens fee on their birthday. When customers step up to the register to check in, be sure to have a simple signup sheet (name, email and birth month) on the counter and, more importantly, your employees trained to ask every golfer: “have you registered for your free greens fee?” Have the golfer fill in the brief information on the signup sheet while you complete the transaction.
Another great approach is to conduct a raffle during tournaments. Invite the participants (many of whom will be first-timers at your course) to sign up with their name and email address to win a free round of golf. This will also give you the benefit of building a database of golfers who play in tournaments which can be leveraged for future events.
As your database grows, start slicing and dicing the data to target your customer with the most appropriate, personalized message at the right time. A good email marketing program will allow you to break down your database by various demographics such as gender, age range (seniors or juniors), relationship (member or non-member), zip code, etc.
For example, you can you can tell your female golfers about women’s events, send “members-only” information to your members and even communicate based on a golfer’s location. If their zip code indicates they live more than 30 minutes away, pitching them on early-morning events isn’t smart. Instead, offer them a combo special including lunch and a mid-day tee time. The overall goal of segmentation is to offer the customer something they can use.
How many tournaments at your facility have failed to book a full field? If you’ve built a database of golfers who have indicated that they like to play in tournaments, you can offer to help tournament organizers fill by pitching their event to likely takers. That helps you in two ways: you get more fully booked events and foster greater loyalty from tournament organizers through superior customer service.
In today’s environment, when people are getting more protective of their inboxes, you need to be strategic in the way you gather addresses and even smarter in the way you use them. Effective database management and targeted communications are the keys to your success.
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