Page 26 - GBC Spring 2019 ENG

Once you know each segment, create marketing campaigns that address the pains and needs of each segment. You could send thank-you campaigns to your loyal customers and a win-back campaign to your at-riskcustomers.Getcreativewithyourcampaignsandengagecustomers with meaningful, targeted, and personal messaging that cuts through the noise.
Automated email campaign management software can come in handy here. You can set email triggers that send custom emails based on customer behaviour. For example, a retention email sent 20 days after a customer’s last tee time booking can be valuable for reminding a new customer about your business and encouraging a second visit.
The value of what you provide regarding points should be between 5% and 15% of the product value. In other words, you shouldn’t give more than 15% off overall.
Make it quick to join and quick to win. An early redemption prize will make customers feel like they are bene ting right away. A $10 discount on their third round is a good example. Enrollment in a loyalty program should be fast. Hotels make it simple with a click to join button in their emails, and certain loyalty software providers allow you to sign up at the POS.
Don’t forget to include experi- ences as part of your rewards program. Preferred parking, the right to skip the check-in counter with trusted check-in at the starter, and free coffee are great ways to enhance the experience of loyal customers.
Most importantly, make sure your loyalty program is unique. A boring punch card won’t get anyone excited. Mix it up by working with partner rewards. That coffee shop down the street may be interested in aligning with your brand by pro- viding discounts to customers you refer to them. Work out a deal with local businesses like movie theatres or car washes to cross promote each other. If your operation uses the same loyalty software as another business, setting up partner rewards is very simple.
Get started by creating a loyalty playbook that identi es a unique strategy your golf course will use to reward customer each week. Plan social shares, special weekly rewards, and don’t forget that customer loyalty software is key for creating a sophisticated points system that helps you track and analyze data. Good luck next season!
Golf Business Canada
With modern email marketing software, there are tons of automated email campaign strategies that enable you to send personal, customized, and targeted emails to your customers.
BEST PRACTICES
Now that we’ve covered the 3 Rs, let’s take a quick look at best practices before you set up your loyalty program. We don’t want you to give away too much and risk hurting revenue.
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