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Email engagement

For a printable view of the how-to instructions, click here.

Please see our Questions from the Field section below, with a link to our FAQ document here.


As an upgrade to our GNC Marketing platform, we have implemented an engagement check that occurs at the time a marketing email is sent from your course. Your customer database is made up of two types of opted-in customers (subscribers): engaged and unengaged.

  • Engaged customer: opens and/or engages with at least one email message you send in a 90-day period
  • Unengaged customer: has not opened or interacted with the last three (3) emails sent to them within a 90-day period

Moving forward, a subscriber who moves into the unengaged category due to inactivity with at least three messages within a 90-day time frame will no longer receive regular (one-time or recurring) campaign emails until they have become re-engaged.

Our team has put together the information below to address any questions you might have about this recent change and how it will help you get better value and more engagement from your active customers.

Please note: As it stands today Mobile opt-in does not have an engagement concept, and therefore all Mobile opt-in customers are considered engaged.


How to check your engagement level

There are two (2) new statistics, for a total of five (5) customer database statistics, that display at the top of the Customer Management screen.

  1. Total customer: This is the total number of customers that are in the course database
  2. Email opt-in: This is the amount of customers who are opted in to receive campaign messages via email
  3. Engaged: NEW! This is the amount of engaged customers who are opted in to receive email campaigns
  4. Unengaged: NEW! This is the amount of unengaged customers who are opted in to receive email campaigns
  5. Mobile opt-in: This is the amount of customers who are opted in to receive campaign messages via their mobile number

How to check if a customer is engaged

Unengaged customers will have a note on their customer profile to alert you that they are unengaged.

  1. Within GNC Marketing, locate the customer within the Customer Management section.
  2. Click view.
  3. If the customer is unengaged, there will be a red note on the profile under the opt-in flag.


Recipient count during campaign creation

When a campaign is created, the total number of customers displayed on the email tab will be reflective of ENGAGED customers only.

For example (below), our course has 13 Email opt-in customers: 11 engaged and 2 unengaged. If a campaign was sent with no tags or conditions chosen, meaning to the entire opted in database, the campaign would be sent to 11 customers.


Contacting unengaged customers

It is recommended that once a month unengaged customers are contacted and given the opportunity to become re-engaged. There is now a standard condition titled “Non-Engaged Customers” and when this is chosen under the Customers Tab, the email campaign will go to only customers who are unengaged. If they open (or interact) with the email they will become re-engaged.

For example (below), our course has 13 Email opt-in customers: 11 engaged and 2 unengaged. If a campaign was sent with the “Non-Engaged Customer” standard condition chosen, the campaign would be sent to 2 customers.


Engagement table

Has opened (or interacted) with one of the last 3 marketing emails Has NOT opened (or interacted) with the last 3 marketing emails
Never opened (or interacted) with an email ENGAGED UNENGAGED
Less than 90 days since last opened (or interacted) ENGAGED ENGAGED
More than 90 days since last opened (or interacted) ENGAGED UNENGAGED

 


Questions from the field:

Q: Why did we make this change?
A: We have received feedback from some of the major ISPs (Gmail, Yahoo, AOL, Outlook, etc.) designed to help our email messages be more effectively delivered to subscribers (your golfers). The improvements will increase deliverability and reduce the likelihood that your golf course’s emails will be marked as spam (emails being blocked by ISP providers).

Q: Do other marketing platforms do this as well?
A: Yes; most of the biggest email platforms available today—including MailChimp, Constant Contact, and ConvertKit—have similar features built into their systems. There are numerous resources available online about email engagement and active vs. inactive (engaged vs. unengaged) subscribers.

Q: Why make the change now?
A: We have recently upgraded our service level contract with the provider that sends our golfer emails. This upgraded service included an analysis of our account performance and helped us to identify areas where we could continue to improve the deliverability and effectiveness of golf course email messages. Both email engagement and customer segmentation were updates that will help make golf course messages more effective.

Q: Can we turn this off for my course?
A: This change was an important global release for all email marketing efforts, and as a result we are unable to enable or disable it for individual courses. However, the change will be beneficial for golf course partners because it allows you to send re-engagement email messages specifically to your unengaged customers. Any action they take with that message will then move that customer into the “engaged” category so that they will again receive your regular marketing messages

Q: Can I contact my un-engaged customers?
A: Yes, you can. As mentioned above, you will be able to send re-engagement email messages specifically to your unengaged customers. We recommend sending a “re-engagement” message approximately once each month to those unengaged customers; ideally, these messages will include a special promotion or rate that encourages them to take action and become engaged with your marketing messages again. Within “campaign creation” on the “customer” tab, there is a new standard condition titled “non-engaged customers.” When selected, the email campaign will be sent to all opted-in customers who are considered unengaged. Any action they take with that message will then move that customer into the “engaged” category so that they will again receive your regular marketing messages

Q: Why is the total count next to “Email” showing a smaller number?
A: This number is now reflecting the total number of engaged customers only. However, this does not mean that unengaged golfers are no longer subscribed to receive your messages. They are still considered opted in, and if the course sends an email to the standard condition titled “Non-Engaged Customers,” those customers will receive the message.