Automated Email Marketing for golf facilities

Introducing Customer Journeys – Teesnap Automated Email Marketing

By on June 8, 2017 in Data, Email Marketing, News

While newsletters and one-off email campaigns will always have a place in your email marketing strategy, today more and course marketers are setting up customer journeys. These journeys send emails automatically based off triggers defined in their Teesnap Campaigns email marketing tool.

This shift is happening because automated emails are generally more personalized and effective than a one-off campaign – as they’re triggered to send based on something unique to each of your customers.

In this introduction, we’ll first explain what marketing automation is, and why it’s an important strategy for your golf course. We’ll also share five customer journeys you can start sending today and show you how to build your own in Teesnap Campaigns.

What is Teesnap email marketing automation?

Teesnap Automated email marketingMarketing automation is when software automatically sends campaigns to your customers and prospects based on triggers you define. As opposed to newsletters and one-off campaigns that you create and send to a whole list of people in one go, customer journeys are set up once, and then sent out each time a subscriber meets your pre-defined trigger.

For example, imagine at your course you wanted to send new players to your facility a 20% offer to encourage them to make another purchase, on say lessons. They’ve clearly expressed interest in your facility, and a discount like this could get them to make another purchase in a different revenue stream.

It would be a huge waste of time to manually create and send a campaign to each new subscriber as they sign up. With Teesnap’s marketing automation, you can create the email once and have it automatically send to anybody who books a tee time and is new to the facility.

Not only is this a huge time saver, but these kinds of automated emails get results.

In fact, studies show that automated emails like the one described above get 86% higher open rates, produce a 196% increase in click-through rates, and generate 320% more revenue than standard promotional emails. (Emarketer, Experion, eConsultancy)

Five customer journeys you can start sending today

With so much potential to save time and grow revenue, it’s easy to be excited about marketing automation. But where do you begin?

To help you out, we’ve curated five of the most effective customer journeys we at Teesnap think you can utilize to grow revenues and improve your operations. While the sky’s the limit when it comes to different types of automated emails, these five are proven to help grow your sales & revenue.

    1.  Birthday Program – 14 days ahead of the customer date of birth, send the 1st birthday notification offer email.  Wait 3 days and determine if the email was opened or not.  If yes do nothing, if no send the offer again.  Wait four more days and check to see if the second email sent was opened or not.  If yes do nothing, if no send one last time.  Using this method one client has seen an extra 28% and 20% open rates increasing the overall success of the campaign using the smart technology available in the automation tool.(see the image below for open rates)

      Lets assume a clubs offer is a free round for your birthday with stipulation that you must bring 3 paying guests. Lets assume you can get 1,000 people redeem their birthday round.  That’s potentially 3,000 more paid rounds in a year.  Assuming on the low end the rounds are valued at $25 per that’s $75,000 in additional revenue generated on this one program!  Dont you feel like implementing this program at your course?
    2. Tee Time Reminders – Based on date of next reservation remind any customer that has a tee time in 5 days of his/her reservation.  In the email include the date and time of tee time by inserting special fields from the master customer list.
    3. New member welcome email – When a course sells a new membership and adds the member into the database to a profile flagged as a member, during the nightly update if the club has a segment listening for new members, the new member will enter this segment.  Journies can be triggered on when a customer enters a segment.  The journey would be triggered at 12am the next day, we would delay 8 hours to send at 8am the next morning the welcome email with all of the clubs member benefits re-iterated.  Then a follow-up email in this same journey after 1 month, 3 months…etc.
    4. No Show notification – Based on date of last no show, please send a kind reminder to the guest that they might call in next time the decide to miss a tee time that someone else could have utilized :)).
    5. Thank you Email – a sincere thank you with bounce back offer (to transient segments that have a future reservation = “N”), with surveys for regulars, to collect feedback – with good feedback click here to leave this google review, with bad feedback click here to talk directly to the manager!  Configure based on your segments of customer profiles.

OK – Here are a few extra ideas:

Club Credit notification – A Journey can quickly email all customers their club credit balance embedded in the email with club “rules of use” in the body content each quarter.  With the last few emails of the journey near year end, warning the customer to come into the club and utilize with purchase or we are clearing out your balance at year end!

AR Balance Notification – If you would periodically like to remind customers that owe you money what their balance is, now you can do that with a marketing oriented email rather than just a statement.  Personalized, branded and friendly – “Hey pay me my money!”

Defector program members – hey we miss you, haven’t seen you in three weeks, we hope your well.

Defector program daily fee – if your last played date has aged 30 days – send this, if the last played date is 60 days old send this (a little sweeter deal).  If the last played date is 70+ days send them an incredible offer!

Segmenting based on Location – collecting zip codes allows you to group them together.  50+ minute drive time – DEEP DISCOUNT LIST!

How to set up a customer journey

Now that you understand what marketing automation is, and the kind of customer journeys you can be sent, let’s dive in and explore how you can set these up for your course.

Step 1: Define the goal

Before you start designing emails and writing copy, it’s important you understand and define what the goal of the automated email series is.  Is it trying to convert new players into regulars?  Ist it to remind customers of important dates at the club.  Or is it to re-engage lost customers that have not been to your course in a few months time.

Step 2: Ensure you have the right data

Teesnap has already developed the connected data feed from your application customer database, and Teesnap campaigns.  There are currently 39 fields of data related to your customers that refresh nightly from the activity from the prior day’s business.  All of the customers’ demographic information, spending, date of last tee time, date of next reservation, Tee time of next reservation, whether they have a future reservation, member=”Y/N”….etc.  If you wish to collect other data, create subscription forms that write to the Master Customer List to start collecting it such as Birthday and other attributes.  We will show you how to do this!   If you haven’t been collecting birthdays this is a great way to start, build the form and embed on your Birthday page – then promote this page.  The subscribers are matched on email – the primary key for all Teesnap data.  The system will match them up.  Now you have one database to market from, connected!  NO MORE ETL hassles.

Step 3: Define the triggers and rules

With a clear goal for your automated emails, and the right data to power them, the next step is to define the trigger and rules.

Triggers refer to the criteria that start the automated journey—i.e. a person joins a list, anniversary of a date, etc. The rules define what happens during the automated journey—i.e. sending an email, waiting 3 days, sending another email.

Depending on the goal of your automated emails, the trigger, and associated rules could be different.

For instance, if your goal is to convert new subscribers into customers then your trigger would likely be ‘When someone joins a list,’ and your rules would be to send an email as soon as they join the list. On the other hand, if your goal is to send an automated birthday email, then the trigger would be the ‘anniversary of a date,’ and the rules would be to send an email on that date, or potentially a few days before if you’re offering them a voucher to dine at your clubs restaurant on their birthday.

Triggers look like this:

Teesnap Automated Email Marketing

Step 4: Define the content and offers

Keeping in mind the goal you set in Step 1, it’s time to think through the content & offers you want to send in the automated emails.

If you’re trying to convert new subscribers into customers through a welcome email, then you’ll likely want to include content that thanks them for subscribing and offers them a discount on their first purchase.

Alternatively, if you’re trying to remind recipients to book a tee time or buy an ancillary service, then you’ll want to include content that makes it clear to them why they should play, when they should book, etc. and include a clear call to action button to make a booking.

At any time during a journey, these email templates can be changed, so if you plan on listing a few current events like the Chamber tournament you are hosting or the real estate association event remember that when these come near you have to keep the journey emails up to date with the proper events.  Like: Mothers Day Brunch, Fathers Day Gift Cards, The Club Championship, League start dates….etc.

By taking a moment to plan out your offers & content in the context of the goal you set in step 1, you’ll help ensure you create a focused email that drives results for your course.

Step 5: Set it up in Teesnap Campaigns

With everything ready to go, the final step is to jump into your Teesnap Campaigns account and start setting everything up.

After naming the journey and selecting which list you want the emails to work off, you’ll be asked to select the trigger event for the automated emails.

Automated Email Marketing Trigger

 

The right selection here will depend on what you decided in the earlier steps. If you’re sending a welcome email, ‘Subscriber joins the list’ will be the trigger you want. For birthday emails, ‘Anniversary of a date’ is the right trigger.

Next, you’ll need to add steps to the journey to define what happens once the trigger conditions are met.

Within Teesnap Campaigns, you can send an email, wait a period of time, or create a condition that changes the course of the workflow (i.e., If Gender = Male then send them Email A, but if Gender = Female send Email B).

 

If you wanted to send a welcome email as soon as they joined the list, then you’d select the ‘Email’ step. If on the other hand, you wanted to send it a day or two later, you’d add the ‘Delay’ step followed by an ‘Email’ step.

Now, with the triggers and rules built, you’ll want to create the emails using the content you planned out earlier.

Just like standard campaigns, automated emails can be built using the intuitive drag and drop email builder which makes it super easy to create a beautiful, responsive email campaign.

Teesnap Campaigns Builder

 

Finally, since you’ve defined the trigger and rules and created the content for each email, you can turn the journey on and start driving results for your business.

In conclusion

Leveraging marketing automation technology to send customer journeys is an incredibly effective way to grow your golf business. Not only are these quick and easy to setup, but they generate 320% more revenue than standard promotional emails. By using Teesnap Campaigns intuitive marketing automation features, golf course marketers like you can easily create automated emails that drive great results for your business.

So get started today!  Email account management for more training!
OR I would like to take a DEMO!

Golf Gift cards on Fathers Day

Fathers Day is fast approaching – What are you selling?

Fathers day is near let’s walk through what “THE CLUB” is doing now in preparation for this selling opportunity.  “THE CLUBS” goal here is to TRIPLE THE NUMBER OF GIFT CARDS SOLD THIS YEAR for FATHERS DAY!

  • This celebration was on THE CLUBS marketing calendar a month back – to kick off the following programs.  The plans for this program were laid out in the clubs project management Marketing Ghant chart, that THE CLUB developed over the Winter downtime (or over the summer for the Sunbelt courses).  Illustrating and planning out all marketing opportunities for the year and the tasks and timelines associated with each element of the plan.
  • In the planning stage of this program, the club determined that Gift Cards would be the item of focus.  Selling Gift Cards to families that want to buy something DAD will use!
  • Flyers featuring the sale were posted in all of the usual locations around the club.  Pro shop, bathrooms, handicapping area, tournament registration area. A month ahead of the holiday.
  • THE CLUB took the time to adjust the look and feel of their online store and branded it temporarily for Fathers Day!
  • Elements of this same flyer(graphics) were used to create an online store product featuring a branded fathers day gift card offering.
  • Several email blast campaigns were set up ahead of time and scheduled to fire at predetermined times.  Varying the times of day for delivery.  THE CLUB decided on 5 deliveries scheduled before Fathers Day.  The best part about this awesome email was the ever present “BUY NOW BUTTON”, that was very prominent in the design of this email, leading them to purchase.
  • THE CLUB also added this message to the homepage of their website, right up front so every visitor that reached their website was reminded to buy their father a gift card.  The banner features a button that leads them to the online store for purchase.
  • THE CLUB also blogged about this a month ahead of time. This in turn syndicated to THE CLUBS branded social network that Teesnap set up for THE CLUB during install.  On Facebook, the post was boosted to the Custom Audiences Teesnap set up with THE CLUB that tracked website visitors through Facebook Pixel Integration.  This cost the club only $20.
  • THE CLUB also boosted the post to all golfers that had played at a competitors course.  They did so by using Facebook demographic targeting.  PRO TIP!  This also only cost the club around $20.
  • THE CLUB also learned that LinkedIn and Twitter also offer amazing targeting algorithms to target golfers in their local City, that they capitalized on. At a very inexpensive cost.
  • THE CLUB also utilized some Facebook Live video streams sprinkled into the marketing mix where various employees at the club describe “Why I love my father so much, and how he became more important to me over the years”, promoting the BUY BUTTON in a subtle way.
  • THE CLUB also learned how to automatically post Facebook Live videos to their WordPress website, without the need to log in, supercharging their social and growing their audience.(ask Account Management how)
  • THE CLUB also learned how to send its customer database all blog posts in email format the very next morning on autopilot.(ask Account Management how)

THE CLUB expects these kinds of results when
getting this organized, focused, and targeted
on all marketing efforts for 2017 with Teesnap!

(These are real results of online store activity and website traffic at a few of the Teesnap Clients utilizing their tools)

 

Teesnap Golf Course Websites Teesnap Website

Teesnap Wesbites

GIVE US CALL AND SCHEDULE A DEMO TODAY – 844-458-1032
Email: info@teesnap.com

Golf Course Email Blasts

Teesnap Campaigns – Preflight Checklist

By on June 6, 2017 in Email Marketing

Email send fear is alive and real in every owner, manager, golf professional or director of marketing’s heart. Pushing the “send” button on an email campaign can cause a lot of anxiety. Even though we proof and edit for typos, and try to avoid common errors, sometimes we make a mistake, or two or three.

In an attempt to stave off the most common email sending errors, we’re sharing the email campaign preflight checklist. Not only does it go through each part of an email to make sure everything has been reviewed, it also helps with other aspects of a send that you may not have thought about.

Email Marketing for golf courses

Teesnap Golf Course Marketing

Knowing your customer – Zip Code Autocomplete

By on June 6, 2017 in Data, Email Marketing, News

“Zip Code Autocomplete” was included as part of our recent 2.4 release.  This is an exciting simple but powerful feature.  When you add a zip code into a customer record Teesnap will auto populate the City and State fields.  This is a very quick way for your staff to start collecting better data on your customers.

Adding this into your operations training will prove to be a very valuable marketing tool for your course in the long run.

It will enable you to learn where your customers are coming from to better understand them creating the ability to target market, based on location.

Converting your Instagram account to a business profile

By on April 19, 2017 in News, Social Media, Websites

Many of you are using Instagram to your advantage as part of your social media marketing.  You should check this: Are you using a personal profile or a business profile?

Making the switch to an Instagram business profile will give you access to a number of features that golf course marketers may find useful.  My hunch is that many of us have Instagram accounts and don’t know that you can convert your account.

Making the switch to an Instagram business profile will give you access to a number of features that golf course marketers may find useful.  My hunch is that many of us have Instagram accounts and don’t know that you can convert your account into a business account and have access to a number of good marketing features.

FB Demographic and Interets Targeting

How to create a hyper targeted ad on Facebook with demographic and interest targeting

By on April 13, 2017 in News, Social Media, Websites

The targeting features built into Facebook Ads allow you to reach people based on their demographics, location, interests and behaviors.  This means that if you want to target golfers within any distance from your club to serve up your marketing message you can do so very quickly and very affordably.

In the video below Silverlake Country Club in upstate New York targets golfers in Southern Ontario Canada for stay and play packages. We are posting a multi-image post to the Facebook Business Page and BOOSTING the post with the inline ads manager.

Utilize these factors in the FB marketing algorithm

Demographics – Choose people based on traits like age, gender, relationship status, education, workplace, job titles and more.

Location – Reach people in areas where you want to do business. Even create a radius around your facility to help create more walk-ins.

Interests – Find people based on what they’re into, like hobbies, favorite entertainment and more.

Behaviors – Reach people based on their purchase behaviors, device usage and other activities.

Pro Tip:

Want to use this for other ancillary revenue centers?

Try this.  Create a custom audience based on workplace.

If you are trying to drive revenues to your dining room for lunch business set up targeted audiences that are based on workplace.  If there are firms around your club you can target them and serve up messaging to the employees of those businesses!  Send them the lunch specials!

Teesnap Golf Course Marketing

Uploading your database as custom audiences in Facebook

By on April 12, 2017 in Data, News, Social Media

With data from your Teesnap point of sale you can connect with your customers and contacts on Facebook.  This is a powerful method of getting your club news, tournament registration, sales, offers in front of your current customers through Facebook,  at an incredibly affordable manner.

In this video we will show you how to accomplish this in a manner that segments so that your messages can be targeted.  Member communications, daily fee communications, specials and offers can be targeted to your custom audiences instead.

STEP TWO
IMPORTING MY TEESNAP CUSTOMER DATABASE INTO FACEBOOK AS SEGMENTED CUSTOM AUDIENCES

Facebook Retargeting Teesnap website

Facebook Re-marketing, Adding FB Pixels to your Teesnap Website

By on April 12, 2017 in News, Social Media, Websites

Facebook earned close to $27 billion in ad revenue in 2016 from advertising. Someone’s clicking.

Many marketers who have tried Facebook ads, especially in their early days, decided that Facebook advertising doesn’t work. Don’t believe them.

In this post you will learn how to connect Facebook Pixels, to your Teesnap website through Google Tag Manager. – I know, sounds like a mouthful, but we will help you. This is not hard, take the first step. (See the video below)

Once this is set up it will enable you to reach out to your anonymous website visitors with Facebook ads for as little as $1/day. – And that is what we recommend.  The Dollar A Day Strategy will become one of the most powerful advertising tools in your marketing arsenal.

We are going to show you how to use FB advertising and this strategy in three ways:

  1. Remarket to your anonymous website visitors through FB Pixels. Creating 3 custom audiences 2-day visitors, 30-day visitors and 180-day visitors.
  2. Remarket to your Teesnap Customer Database by importing them into Facebook, creating segmented custom audiences based on your player profiles.  ie) Members, Daily Fee, Stay and Play….etc.
  3. Hyper Target golfers within a proximity to your course with the Facebook algorithm.  Create custom audiences based on demographics, location, interests, and behaviors.

Facebook advertising when used correctly will make your content marketing 10x more powerful by amplifying it to the right audience.

See this result from one of our clients utilizing Facebook Advertising in conjunction with their email tool, custom website landing page, and opt in forms created on Teesnap campaigns.  Look at the huge amount of traffic generated to their offer. “Way to go Neil!” at Fairways Golf Management – We will be doing a webinar soon to illustrate how he did this.  Watch for the invite.

STEP ONE
Connect FB Pixels to My Website

Using your Website to Communicate to Your Customers – Its Masters Week!

By on April 5, 2017 in Social Media, Websites

Don’t you love the Masters!? To many golfers and myself this is the biggest sports event of the year!  Across the country, golfers will be tuning in, and in some cases taking off work to watch the event!  So how do you capitalize on this?

IDEA: Invite them to come to the club to hang out with friends and watch the tournament.

  1. Create a drink special to go along with this.  “Bucket of Beers”
  2. Create a special “Masters Menu”
  3. Have snacks and something special that they don’t expect to get for FREE

Whatever the twist is, get them into the bar and have the sound up on the Masters Coverage TV.

  • USE YOUR WEBSITE HOMEPAGE to tell your customers about this.
  • Blog it to your website – will syndicate to all of your social assets.
  • Email your database.

Check this out!  Easy to do – View the Video to see how easy this is to accomplish.

 

Watch the Video

Screenshots

Edit the Homepage

Add a Color Section to control the color of this “Band”

Height and Color Settings

Heading Text

Font size and Color of the Text

 

Hope this creates some ideas for the rest of the summer season when you have items to SELL and PROMOTE!