Your Database is Important
Most businesses now have many methods to communicate with their customers. These might include apps, a forum, social media engagement and more. But when it comes down to it, email is still the best way to market to customers. So it is important to not forget about continuously striving to grow your database of emails.
Over the last year we have actually found that the open rates of our client’s emails have again begun to increase. This is primarily due to database collection methods that target the right customers and potential customers and to database management. If someone does not want to receive emails from you then it is OK to ‘let them go’. Don’t sweat the unsubscribes. Those that want information and updates from you, and are engaged with your business, will still be there and want to listen.
Here are some sources that you should look at on a monthly basis to keep your database accurate and growing:
- Online Booking Portal. By now every golf course should be taking tee times online. If not… are you kidding? Each month you should be downloading the email addresses from your tee sheet and adding them to your email database. As long as you are using a proper email system with one click unsubscribe and are dating your databases each month you can follow the rules of Canadian anti-spam legislation quite easily.
- Golf Shop. Just as important as online booking are the emails collected by your golf shop staff members over the phone. For every tee time they make they should be getting an email address to send the booking confirmation. This cuts down on no shows and grows your database. This should be non-negotiable with your staff!
- Lesson, Membership and Rewards programs. No matter what type of programs you have, any collection of data should always include an email address. These should be uploaded to separate databases that are appropriately named and dated. This includes any programs in your food and beverage area because not everyone that comes to your facility is there to golf.
- Apps. If you are using a golf app like Gallus or a reservation booking site like Open Table don’t forget these sources. Download the emails from them monthly as well.
- Website and Facebook. These sources are no longer the best way to collect emails as people tend to skip them but it is still important to have visible sign up boxes on your website (on multiple pages) and on your social platforms.
All of these methods are free to you and take just a few minutes a month to keep up to date.
You should also spend time after each email that you send to check the stats for opens, clicks, bounces and unsubscribes. Remove any bounces that are ‘undeliverable’ or ‘fatal’. There is no point in having emails in your system that do not work. Watch the unsubscribes closely but don’t get too worried. Your content might need some tweaking or the reader is just not interested in general.
Your goal should be to have the BEST database, which might not necessarily mean the biggest!
Leave us a comment, give us a call (604-506-2226) or send us an email anytime to talk about how growing your database can help your business.
We, Jeff and Tara Ciecko of CK Golf write two blogs, one is our 19th Hole Blog where we share personal experiences and the other an Industry Blog where we comment on general business and internet marketing best practices, sales strategies and give golf industry related opinions. We have owned CK Golf for 9 years and provide marketing, social media and business services to the golf and other industries. As of August 2016 our life and our business will be ‘location independent’. Our 19th Hole Blog is about the places we visit and the things we do. You can also follow our road trip at foodwinetravel.ca/roadtrip. If you have any questions or comments, or happen to be in the same location as us please reach out and contact us anytime.