Email marketing gives golf clubs a direct way to communicate with members, visitors, event organisers and potential customers.
However, many clubs use email mainly for operational notices and long newsletters. These messages may be necessary, but they do not form a complete marketing strategy.
Effective golf club email marketing should be part of a wider marketing strategy that helps people understand the offer and take a clear next step.
A golf club may need to communicate with:
These groups should not all receive the same message.
Segmentation allows the club to send relevant campaigns rather than combining membership, dining, competitions and events into one crowded email.
A clear email should contain:
Decide what the recipient should do after reading and make that action obvious.
Someone who has requested membership information has already shown interest, but they may not be ready to join immediately.
Create a short sequence that answers questions gradually.
Thank the person for their enquiry and introduce the club.
Call to action: Arrange a Club Visit
Present the course, competitions, coaching and practice facilities.
Call to action: Explore Membership Benefits
Show dining, social events, guest privileges and the member community.
Call to action: Discover Life at the Club
Include a relevant member story or testimonial.
Call to action: Speak to the Membership Team
Invite the prospect to attend an open day or arrange an introductory visit.
Call to action: Book Your Visit
Read how to increase golf club membership in the UK for more ideas on combining email with advertising, open days and local marketing.
An open-day campaign should include more than one announcement.
A useful sequence could include:
Membership, event and dining emails can be developed as part of an integrated marketing campaign covering messaging, design, advertising and follow-up.
Current members may not use every service available to them.
Create occasional emails highlighting:
This can increase engagement while reminding members of the value included within their membership.
Dining emails should focus on one occasion or offer.
Possible campaigns include:
Use strong food photography and make the reservation process simple.
Suitable calls to action include:
Reserve a Table
View the Menu
Book Sunday Dining
Enquire About Private Dining
Society organisers need practical information.
Include:
A follow-up email can answer common questions and show examples from previous group days.
Corporate audiences may be interested in more than a round of golf.
Present:
Focus on how the club can make the organiser’s job easier.
Build anticipation before a competition and maintain engagement afterwards.
A sequence could include:
Use a consistent event identity so the campaign feels distinctive and important.
A newsletter can be useful when the information is organised clearly.
Possible sections include:
Use short sections with descriptive headings. Put the most important information first rather than expecting every recipient to read to the bottom.
Create separate emails for people who have stopped opening messages or visiting the club.
Possible offers include:
Do not continue sending the same general newsletter indefinitely to an inactive audience.
Email layouts should follow the same brand identity as the website, social media, signage and printed membership materials.
Use consistent:
Someone who sees an advert, receives an email and later arrives at the club should experience one recognisable brand.
A clear content strategy can help determine which messages should be sent to members, prospects, dining customers and event organisers.
A membership prospect should not receive every internal competition update. A local dining customer should not be sent repeated membership information unless they have shown interest.
Relevance is more important than sending a high volume of emails.
Important campaigns can be supported by coordinated social media marketing.
For example, an open day could be promoted through:
Read our golf club social media ideas for more ways to connect digital channels.
Plan the layout for a narrow screen first.
Use:
The logo, headline, offer and call to action should remain clear without requiring the recipient to zoom in.
Email opens do not show whether the campaign produced a commercial result.
Track:
Use this information to improve future subject lines, content and offers.
A club serving Bracknell, Ascot, Wokingham, Reading, Windsor or Maidenhead can segment its emails according to local interests.
Membership enquiries could receive travel information, upcoming visit dates and flexible playing options. Nearby businesses could receive corporate golf campaigns. Dining customers could receive relevant seasonal menus without being sent every competition notice.
More relevant campaigns create a better experience for the recipient.
We design and write golf club email campaigns for membership, dining, events, corporate golf and seasonal competitions.
Support can include campaign planning, copywriting, branded email design, mobile layouts, imagery and connected social media promotion.
Explore our creative marketing portfolio, view the PIN & PINE Golf Club project or contact CHROITOR to discuss your next email campaign.
