Getting your Emails Opened (part 2)

Getting your Emails Opened (part 2)

In part 1 I talked about tune-out. Sending the same email with discounted rates time after time will just get your emails sent to the round file. Your emails need to have good content. Content designed to build up the relationship with your facility and enhance customer loyalty.

But how do you get your emails opened?

I am sure everyone has a friend or acquaintance, that when they send you an e-mail you immediately open the e-mail. You can’t wait to see what they sent you, is it a joke or an interesting news item they found, whatever it is, if you are like me, you drop almost everything to open it up. Well what do you think would happen to your business if all of the golfers on your list dropped everything and opened your e-mail? What if instead of an offer you included a funny video, or a great joke. What if it was a great inspirational story, or a giveaway to the first 50 gofers that signed up for something.

Your subject line should reflect the interesting nature of your content. The subject line could be a question, a statement, a how-to, a top-5 list, or any number of lead-ins that pique the reader’s interest and curiosity. I am sure many of you can come up with some great ideas, if you just go back through your own e-mail inbox and find those people that you always open their e-mails and see what kind of interesting types of content you can find. Then go back and also include a video golf tip, or a link to an instructional e-book, and pretty soon your golfers will be opening up your e-mails as fast as you can send them.

So let’s review. It is OK to send an offer, just not the same one or same type over and over. If you do send out an offer alone, make sure you send another e-mail out (maybe a few days later) that is nothing but good, current, fun, and enjoyable content. Also take the time to look at what content you think will connect with your golfer so that he will drop everything to open up your e-mail and make sure that you always have some type of content like that in every e-mail that you send.

In part 3  I will go further into the types of content that you should use to ensure the success of your e-mail campaigns and what resources you can use to find great content for your e-mails.

As always if you have any questions or comments please leave me a note at the end of the post and I will get back to you as soon as I can.

Tags: Al Weinhold, Email Best Practices, Golf Email, Golf Marketing, how to