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Tracking Your Golfer Likes Through Email
By Allison
We live in a time where information is the key to success and businesses track our every move.
It's often unrealistic for us to have our staff person ask at the counter to track what types of product are being purchased and by whom. Some courses have great luck with loyalty programs which ease the use of tracking. For me, that has never been the case. I don't know if it's because I'm a daily fee or just because we are a very busy facility, but I've never found a system that allows to the speed of check in that I personally desire.
For the holidays, I went to a popular store to buy a shirt for my daughter. I stood in line for almost an hour because they were busy asking every customer for their name, email, phone and data, so they could track my purchase. There was really no reason to get my information because I won't be doing there again. I hate long lines.
That's how golfers often feel when they're in a long line waiting to check in to play golf. Seriously, they came to our facility to have fun and now we're going to make them wait in line?
If the line isn't the problem, then it can also be a staffing issue where they type things in wrong or don't remember to type in the code or whatever tracking method you have in place.
That's why you need to keep track of links through your email and online movement. It takes the guess work out of what interests your golfer because you can simply pay attention to how many people clicked through on the emails you sent.
In a later lesson, I'll be talking about how to write good copy in your email. For now, let's just think about the types of emails that get the most readers. In order to attract them to click the links in your email, you have to provide something of value.
What's valuable to your golfer? Let's think about it. Basically, things of value are answers to the questions you often get around the clubhouse.
Here are some suggestions to answers from questions that you probably get frequently. You would provide a free worksheet that summarizes material from your email. When the golfer clicks on the link to grab the worksheet, you can track that click which gives you information about the types of information they find valuable and interesting.:
Maybe you offer a free chipping clinic where the golfer has to click through to register for the event. You could offer a fundraising workshop for people who are trying to plan golf outings. There are any number of things you can offer that might be valuable and cause people to click.
Your email has to be of value for your golfer to consistently want to open it. What are you offering to them that they can't live without?
Another great way to write a solid email is by providing good material on your blog. In the email, you give them a small excerpt of your blog entry. Then, you follow it up with a link that says Read More... They have to click through to read the rest of the article.
When they follow that link, you'll know that blog post was of interest to them.
When you're writing the email, you don't want the link to stick out like a sore thumb. It should flow along with the words on the page.
Let's look at a couple of examples:
Example One (wrong):
The best way to improve your swing is to focus on your grip. In our video series, we'll be discussing how to go back to the basics right in your living room to make sure you are using the proper grip. https://mastersclub.co/lessons/email-tracking
Example Two (right):
The best way to improve your swing is to focus on your grip. In our video series, we'll be discussing how to go back to the basics right in your living room to make sure you are using the proper grip. To find out more about our video series, sign up on our website for additional information
Which one was more appealing to want to click on the link? The second one.
Think about using almost a trick of the eye where your reader is so desperate to want to read more, they can't help but click on the link. When you use an actual URL, it has much less appeal and is jarring to the eye. It causes the reader to stop and think. We don't want that. We want to track what they like! We WANT them to click the link!
To be successful in tracking your email links, you need to have a good email provider who will do this for you. If you really want to wow your customers and save yourself time, you might also consider upgrading your current email system.
Email systems of today can tag the customers based on the links they click and then follow up with your golfers based on their likes and dislikes. Email tracking is so much easier than trying to train your staff. Not to mention, the email system will keep track of everything for you!
Here's a list of email providers who offer both the tracking and automated services:
Now that you've tracked what they like, you'll have a solid idea of what types of blog articles you should write on your website. Plus, you'll know who is struggling with their chipping (if they clicked on the video about the chipping clinic). You'll know the likes and dislikes of your golfers and the best part is that you won't have to trust your staff to complete the job.
It will be automatically done for you by your email service.
P.S. This style of marketing is very different from how golf courses typically write emails. Golf courses typically only write one-off emails that are directly related to a promotion they are holding. This process I'm describing is one that takes some thought and planning to it. You have to be thoughtful in how you craft your email, so that you can get the click from the link in the email that you desire in order to attract & track your golfer's likes.