BE MORE AFRAID OF UNDER-KILL THAN OVER-KILL
This question comes up a lot, "How many email campaigns should I send?", "How often is too often?".
I understand why marketing executives and golf operators are asking it. The really interesting thing, to me, is that I have never once heard a customer complain about too many email messages from a golf course. I have never one time had to throttle back a course owner from sending too many campaigns.
I think the better question to ask is, "How few is too few?".
7 FREQUENCY FACTS for EMAIL MARKETING
1. Whether its once a day, a week or month tell your customer what the deal is and stick to it.
2. Send the same 'type' of message each time. If you write articles, stick with articles. If you send two sentence "reminders" stick with it.
3. Once a day is too ambitious for a golf course.
4. Once a week is what we recommend for a golf course, but that seems difficult for most achieve.
5. Once every two-weeks (twice a month) is doable but still hard for most to achieve it.
6. Once a month very consistently is a great starting point, but it's still hard. BEWARE!
7. Every other month? You might be a slacker. Don't even try email marketing.
7 MOVES THAT MAINTAIN MOMENTUM
1. Sit down with a calendar. Plot out when you will send your emails.
2. Write the subject lines for all 12 email messages.
3. Email them to support@coursetrends.com with a check for $3600 and be done until next year :)
4. I was only half-kidding on #3. The point is to do as much UP-Front work as you can.
5. Create a detailed system for everything. Appoint one person to "own" the system and make it happen each month.
6. Set up a reminder in your Outlook or on your Mobile Phone. Have it ping you on email campaign day.
7. Associate it. Every second-Tuesday is the manager meeting? Make it the email marketing day, too!
The absolute #1 thing you must do is commit to consistency. If you choose to NOT follow through you are choosing to NOT succeed at email marketing. But when executed with consistency you'll soon find that happy place where the only word that comes to mind as you think about email marketing will be, "money!"
Until Next Time!
