"I have found that CourseTrends is simply capturing another audience of golfers that we were missing before and the financial rewards have been simply remarkable." - Rick Reid, Blackthorn Golf Club |
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"THE KILLER BE’S” OF EFFECTIVE EMAIL MARKETINGThere is an ad that frequently appears on billboards that simply pose the question, “does outdoor advertising work” followed immediately by the answer, “it just did.” If you are wondering whether or not email marketing works, consider what you’re reading. To truly harness the power of effective email marketing you need to commit to a few basic values we call “the Killer Be’s”. 1. BE CONSISTENT: Hit your prospect’s inbox every week at roughly the same time so that they come to expect your messages and get in the habit of reading them. 2. BE STRATEGIC: Send your emails at the right time so they don’t get buried in your prospect’s inbox. Studies show that the best time to send value driven emails is in the morning on Tuesday, Wednesday or Thursday. 3. BE PERSISTENT: Keep a steady flow of interesting information and value headed their way. This positions you first in their mind when it comes to golf and makes it more likely they will turn to you when they have a golf-related need. 4. BE RELEVANT: Folks are in your database because they contacted you through your website, played a round at your course or were referred by a golfing friend. If they’re passionate about golf, they’ll want to read something about the game, learn a new technique or get insights on the latest equipment. Make sure your emails speak their language. 5. BE ENTICING: Your subject line has to grab the reader’s attention or they won’t even click your email. It takes work and experience to craft a truly compelling subject line. This can make all the difference between the reader taking action or simply hitting delete. 6. BE OBVIOUS: When someone does you the favor of opening our email, don’t bury the lead. Hit them with the main point and your special offer sooner rather than later. When it comes to emails, most people skim rather than read the content. You have less than 3 seconds to grab their attention. 7. BE SIMPLE: You’re not writing War & Peace or telling your course’s entire story, you’re attempting to inspire action. Keep the emails short, to the point and text-based. Include a link to the specific page on your website that provides greater detail and allows them to take action (book a tee time, inquire about lessons, etc.). 8. BE TECH-SAVVY: A perfectly written email is just wasted if it ends up blocked by an email service or caught in someone’s SPAM filter. As your database grows and your emails increase in volume, partner with a service provider that will keep you from being blacklisted by major email providers like Yahoo!, Hotmail and Google. If your email campaigns aren’t having the desired effect, visit www.coursetrends.com or email us at requests@coursetrends.com. |
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