Email marketing remains one of the most powerful—and cost-effective—tools for engaging both new and returning golfers. According to branding strategist Evan Tynan, golf course owners who craft thoughtful, data-driven campaigns are far more likely to keep their tee sheets full. But a generic, one-size-fits-all approach won’t cut it. Tynan breaks down the key components of a successful golf course email strategy.
Know Your Audience: Start With Smart Segmentation
Before hitting “send,” golf course owners need to understand who they’re talking to. Tynan stresses that proper audience segmentation is the foundation of any effective email campaign.
“Don’t just separate your list based on booking methods,” he explains. “Dig deeper into demographics and behaviors.” A retiree looking for weekday morning tee times has different needs than a busy young professional who prefers evening rounds. New players might appreciate beginner tips and group lesson announcements, while seasoned golfers may want updates on tournaments or exclusive offers.
Segmenting your audience by age, gender, experience level, or play frequency allows you to tailor messages that truly resonate—and that’s what drives results.
Make It Personal (and Timely)
Tynan emphasizes the importance of personalization beyond just dropping in a subscriber’s name. “Golf is personal,” he says. “Your emails should feel like a thoughtful conversation, not a sales pitch.”
Consider sending birthday emails with a complimentary drink or discounted round. Congratulate regulars on loyalty milestones or reward them for frequent bookings. And don’t forget about behavior-based messaging—follow up with users who clicked a link but didn’t book, or send a nudge to someone who abandoned a sign-up form.
Even these small touches can build rapport and increase engagement, keeping your course top of mind.
Offer Value Before Promos
While discounts and special offers have their place, Tynan warns against making every email a sales message. “If the only thing your emails do is push promotions, people will tune out—or unsubscribe entirely,” he says.
Instead, focus most of your content—Tynan recommends 90%—on value. Share swing tips from your resident pro, suggest ideal times to play based on course conditions, or include short features on golf history, etiquette, or wellness. Seasonal tips, upcoming events, or brief player spotlights can also keep content fresh and relevant.
Promotions are still important—but use them sparingly and strategically, such as after a stretch of rainy weather or leading into a holiday weekend.
Monitor, Measure, and Adjust
Great email marketing doesn’t end once a campaign is launched. Tynan urges course owners to continuously analyze how their emails perform—and act on those insights.
“Look at open rates, click-throughs, and conversions,” he says. “If one email flops, find out why. If another outperforms expectations, lean into what worked.”
Are older players more likely to click through on weekday deals? Are women responding to wellness content or beginner clinics? The data will tell you. And most modern email platforms allow you to automate sends based on time zones, user behavior, or specific dates—ensuring your emails land when recipients are most likely to engage.
Final Takeaway
Email marketing isn’t just about promoting tee times. It’s about nurturing relationships, offering consistent value, and creating an experience that reflects the quality of your course. With the right mix of personalization, content, segmentation, and performance tracking, golf course owners can use email not just to drive traffic—but to build long-term loyalty.
As Evan Tynan puts it, “Email marketing is more than just a tactic—it’s a direct line to your golfing community.”