Digital Marketing Strategy

Case Study: Alabama Golf Association Newsletter

Strategy, Adobe Illustrator, typography, copywriting, data analysis, Adobe Dreamweaver, HTML, HubSpot, MailChimp

The Alabama Golf Association sends a personalized eRevision newsletter to its member email database on the 1st and 15th of each month. Each mailing features the member’s updated USGA Handicap Index and score history, along with top golf news within Alabama.

Strategies Used

In 2022, the newsletter had an average open rate of 42% and click-through rate of 3%. By creating and implementing a strategic digital marketing plan, the average open rate has increased to 66% and the average click-through rate has increased to 7%.

In addition to the strategies outlined below, a key part of achieving this success was creating consistent templates for our newsletter, lending a clean and recognizable aesthetic that kept members engaged.

  • Tailor content specifically for AGA members, including updates on local golf events, exclusive insights into golf courses in Alabama, and personalized messages from key figures in the association.

  • Showcase highlights from recent AGA events, share success stories, and feature photos of AGA members participating in tournaments. Celebrating their achievements fosters a sense of community.

  • Introduce exclusive discounts or offers for AGA members. In 2023, members were offered discounts on golf merchandise from golf equipment retailer Edwin Watts, encouraging active participation.

  • Encourage AGA members to share their golf-related stories. For example, in our Halloween newsletter, members were encouraged to submit their own “Golf Horror Stories” to be shared in the newsletter sent on Halloween. Featuring member-generated content in the newsletter fosters a sense of community and ownership.

  • Ensure the newsletter is optimized for mobile devices, as many members may access emails on their smartphones. A seamless mobile experience enhances accessibility and engagement.