Are your email newsletter open rates dropping?

Recently, you sent what you thought was a great weekly email. It had a can’t miss deal that you were running on weekday tee times, photos, and an offer for 10% off on a chicken sandwich.

But a day or so later, you check your open rate and notice that it actually hasn’t been opened all that much. Then you look back and see that your rates for previous newsletters have been consistently dropping over the last month or so.

You’re giving your customers good offers and some photos like you’ve heard they want, but nothing is improving. And in fact, those weekday tee times are going unbooked.

So how then do you reverse this trend and get more people to open your email newsletters and take the actions you want them to?

Three things to improve to get your open rates to grow

1. Assess your subject line

The subject line is to an email newsletter what impact position is to a golf swing.

Everything else can be ok, but if impact is off, even by a fraction, the shot is going to be off target.

How does this relate to a subject line? Well, if a subject line is simply clever, but doesn’t get the reader to take action, it’s like a good looking swing that ends up slightly shut at impact. It needs to explain what the email is about, and get the reader to open it.

A subject line such as “Weekly Deals” doesn’t tell the customer what’s in the email. In fact, I’d probably delete that email and unsubscribe if I got one saying that more than once.

Instead, try to create a subject line that features something that gives the reader value. If you’re going to run the email with the same deals, it could be framed as a “How to increase employee moral through golf” newsletter.

Which then leads us to the next step…

2. Check out your content

What is your content actually saying. Is it just spewing offer after offer? Or are you providing other information that’s going to get your community to find some value in what you’re saying?

Receiving that chicken sandwich offer once every couple of weeks isn’t going to really get someone to become a loyal fan of your facility. It’s just going to have them wait for you to send the deal if they know you’re going to send it. They’re not brand loyal to your club, and as such will play wherever.

But if you give that same person a reason to trust your facility and staff, what you’ll find is that person will come back to your place more frequently. An example here might be a quick video on how golf can bring people together, a few tips on setting up a small employee appreciation outing, and how you could go about organizing it.

What it also does though, is position you as a go-to resource for golf outings, even small ones.

3. Be clear with your call to action

And finally, use your content to your advantage. Since you created the golf outing video, have the person say in the video what you offer, and who to contact. Post that information as text under the video as well, with a link or button to request a consultation.

Subtle changes like that can get a customer to take action, instead of tuning out your message.

Expected results

Taking these steps will not take your open rate from 20% to 80%. Let’s be clear on that first.

But making a few changes on something you’re already doing can increase these rates by 5-10%, which could mean a few hundred, or even thousand dollars per month in increased sales.

When you add that up over the course of a year, you’ll begin to see why simply naming your email “Weekly Deals” may end up not being a good deal for you at all.

Need some help with content creation and marketing strategy? To discuss your goals and how we can work together, contact me here.

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