Tom and I (new year - new photo), along with some of our staff, will be at the PGA Merchandise Show in Orlando Jan 29-31. Booth # 3577. If you are going to the show, stop by and say hello.

      Picking up on the last Lesson (click here if you missed it), today I want to show you how to Increase Your Income by mining through the data in your CPS database and sending out targeted emails to your customer base. You won't believe how easy this is (Note To Self: Charge more for this product!).

To recap briefly from last week, we created 4 email Templates to address the following scenarios or cases:

Case 1: I would like to send out an email to every golfer who took a lesson this past year. I want to thank them for their business, ask them if they felt the lesson(s) were valuable, and offer them some incentive to take more lessons this year. I would also like to send out an email to all the golfers who have not taken a lesson and incent them to give it a try.

Case 2: Offer every member a 30-minute private putting lesson for only $15 as a birthday present.

Case 3: Contact every golfer who hasn't played in the past 6 months and offer them a free group lesson and round of golf to come back out and play.

Starting at the Main Menu, click on the Email tools button:

 

This will open the Wizard tab of the Email tools. For the first case, I need to send out 2 separate emails. The first to thank those that took a lesson this past year.

To get started, click on the Template you want to use:

Click Next:

You have 3 options here. Since I want to find those folks that purchased lessons, I am going to Target Buyers List. The other options are to Target Players off the Tee Sheet or Customers via demographics. Follow along...

Looks like I had a pretty slow year on the lesson tee...

Click on Select All (or add/remove individuals as desired). Scroll down on the right side and click the NEXT button.

Your Template will show up with the emails you mined from your database. Pay attention to the To, CC, and BCC fields. I moved the email addresses in the To field to the BCC field so that the recipients do not see each other's email addresses, and then put my email address in the To field.

Click Send.

This will schedule a mail-merged email blast in your CPS email manager. You just sent out your first FREE Money-Making email!

To quickly follow-up with the other 3 emails, I will just show you the filter pages:

"Never Took a Lesson" template:
Follow the same steps as above but in the filter select "Not Purchased."

"Putting Lesson for Birthday Gift" template:
This time, select the "Target Customer List" option once you select the template.

Here you will want to send this out monthly for the following month. So, I am going to send out to the January birthdays in December with the offer. Closed in the Winter? Change the offer to catch those winter birthdays 6 months out, or in the first couple months of the season.

"Getting back lost players" template:
This time select the "Targeted Players" option.

My demo data has several courses, so I selected individual courses. You can leave that blank to select all courses.

After selecting Next in each of these Cases (examples), you will be sent to the list of email addresses and finally to the mail-merge template.

Give this a try. I would like to hear from those of you that "Get Things Done...". For those that "Make Excuses...", I would entertain those as well since bad news is better than no news in this case.

Until Next time,

Enjoy :)

Stop and say hello at the PGA Merchandise Show - Jan 29-31 in Orlando. Booth #3577