| Many public and semi-private courses in Michigan | | | | important to have a full golfer profile (name, age, |
| are finally starting to catch on this email marketing | | | | gender, handicap, outing planner, league participant, |
| thing-a-ma-gig. Many courses have started | | | | and much more). That way you can send |
| growing their own email database. Some of these | | | | targeted emails to just the people that want to |
| databases are very simplistic and some are more | | | | receive them. If you just send out shotgun |
| robust than others. Just the fact that Courses in | | | | eblasts, you will saturate your email recipients, and |
| Michigan are harnessing the power of the web is a | | | | train them to start disregarding your emails. |
| great thing. We also know that email marketing | | | | 3. The Small Print |
| has a 3% success rate on average. That being | | | | When emailing a special rate, or a special golf |
| said, you will need at least 1,000 golfers in your | | | | package, you should always include the golfers |
| database to get 30 golfers at your golf course. | | | | name on the coupon. Some email marketing |
| The one question that everyone keeps asking is | | | | systems can actually personalize the coupons on |
| "How Can I Grow My Database?" What if you | | | | your website. You should require that golfers can |
| had 3,000 eclub members? Some of my clients | | | | only use the coupon if there name is on it. This |
| have more, and I helped them get there. Below | | | | will prevent golfers from sharing the coupon and |
| are some simple strategies to follow when | | | | never getting their friends to join your eclub. Tip |
| cultivating your email database. | | | | #423 An email is only as good as the offer. Make |
| 1. Fishbowl/Kiosk | | | | sure your email/coupon has value. |
| One of the best ways to populate your database | | | | 4. The Front Line |
| is run a free golf giveaway contest at the golf | | | | Your counter staff is probably one of the most |
| counter. All you need is a fishbowl and some 3x3 | | | | important contributors of growing your course's |
| cards where golfers can fill out their contact info. | | | | database. If they are not promoting your eClub, |
| Keep it simple....you just need their name and | | | | your database's chance of success is slim to none. |
| email address for now. The main goal is to get a | | | | You can also run monthly employee contests to |
| full golfer profile, but at the counter you can't | | | | see who can get the most people to join your |
| expect your staff to ask 20 questions. Once your | | | | eclub. There are also many phone strategies that |
| fishbowl is full, you can send them an invitation to | | | | can help increase your database, and if you find |
| join your eclub, where they will need to go to | | | | the right one that fits your course, you should |
| your website and fill out a complete golfer profile. | | | | see your database double in no time. By following |
| You can bypass a lot of the data input by | | | | the tips above, you will now have a foundation in |
| installing a kiosk ($400) in your golf shop. You | | | | place for your database and email marketing |
| should expect 10 to 15% of the fishbowl people | | | | process. Remember that it takes dedication and |
| to actually join your eclub. Don't forget to actually | | | | time to grow your database. If you have any |
| draw a contest winner. It's up to you how often. | | | | questions, please feel free to call me at |
| 2. Segmentation | | | | 800-599-6310 or swing by our booth at the |
| Most of the course's email databases that I've | | | | vendor fair in November. |
| seen just have name and email address. It's | | | | |