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.
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:
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.