1. Wednesday, August 10, 2016
Tommy Moore is the PGA head professional at Applecross Country Club in
Downingtown, Pennsylvania.
Have Fun With Your Emails to Members
Tommy Moore on the importance of having fun with your
emails to members:
Within my weekly e-mail communications to my membership I end with a "Famous Movie Quote"
contest. I provide five quotes or lines from famous movies, and the first 10 members who respond
with the correct answers receive 25 percent off any piece of apparel in the golf shop. I think every
PGA Professional understands the importance of communicating upcoming events, highlighting the
facility's successes, course information and vital information to our members. However, it is
important to get everyone involved in reading emails and not just sending them to the trash can.
This method has greatly enhanced engagement with the emails and become a fun thing for the
members to participate in.
Tommy Moore on the business impact of having fun with
your emails to members:
The trickle-down effect from the trivia questions is tremendous. The trivia questions become
conversation material throughout the dining room as members compare answers and discuss the
topics. We've also seen increased shop sales as 80 percent of the t ime, a member will spend much
more than anticipated when receiving the 25 percent off. On average, 10 members will spend
around $48.75 extra each, while five members will spend $25 extra, which adds up to an extra
$612.50 per week, on average, in additional income. Additionally, the open rate for my e-mail
communication has increased by 18-20 percent. And most importantly, all the member feedback
has been positive, creating an overwhelming feeling of a fun and enjoyable atmosphere within the
golf operations. Ultimately, this helps strengthen and create strong member relationships that lead
to membership growth and retention.