For Marketing Managers

Marketing

This guide covers CRM features for marketing managers responsible for member engagement, campaigns, and retention.

Your Core Responsibilities

As a Marketing Manager, you'll use the CRM to:

TARGET

Build Segments

Create targeted groups for personalized outreach

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MAIL

Run Campaigns

Send emails, SMS, and push notifications

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GITBRANCH

Build Journeys

Create automated multi-step sequences

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BARCHART2

Analyze Results

Track performance and optimize strategies

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Weekly Marketing Workflow

A typical week using the CRM:

Day	Focus	Key Actions
Monday	Review	Analyze last week's campaign performance
Tuesday	Plan	Identify segments for this week's outreach
Wednesday	Create	Build campaigns and schedule sends
Thursday	Optimize	A/B test and refine journeys
Friday	Report	Generate reports for stakeholders

Segmentation Strategy

Understanding Your Members

Start with these foundational segments:

Segment	Criteria	Use For
New Members	Joined < 90 days	Welcome sequences
Active Members	Visited 3+ times/month	Engagement rewards
At Risk	No visit in 30+ days	Re-engagement
Lapsed	No visit in 90+ days	Win-back campaigns
High Value	Top 20% by spend	VIP treatment

Segment Creation Process

1. Define the goal - What action do you want?
2. Identify the audience - Who would take that action?
3. Build the criteria - What data identifies them?
4. Test the segment - Review sample members
5. Activate - Use in campaigns/journeys

Start with broad segments and refine based on results. A segment of 500+ members gives you enough data for meaningful analysis.

AI-Powered Segmentation

Use the AI Segment Builder to:

• Describe your audience in plain language
• Get suggested criteria automatically
• Discover segments you hadn't considered

Example prompts:

• "Members who play often but haven't used the pro shop"
• "Female members who joined in the last year"
• "Members whose visits have declined recently"

Campaign Strategy

Campaign Calendar

Maintain a marketing calendar with:

Frequency	Campaign Type
Weekly	Newsletter/updates
Monthly	Member spotlight, events
Quarterly	Seasonal promotions
As needed	Announcements, weather updates

Campaign Types by Goal

Goal	Campaign Type	Suggested Channel
Awareness	Newsletter	Email
Urgency	Flash sale	SMS + Email
Engagement	Feedback request	Email
Retention	Win-back	Email series
Conversion	Event promotion	Multi-channel

A/B Testing Framework

Test systematically to improve results:

Week 1-2: Test subject lines

• Version A: Question format
• Version B: Statement format

Week 3-4: Test send times

• Version A: Morning (9am)
• Version B: Afternoon (2pm)

Week 5-6: Test content length

• Version A: Brief (50 words)
• Version B: Detailed (150 words)

Document all results in a testing log.

Journey Building

Essential Journeys

Every club should have these automated journeys:

Journey	Trigger	Purpose
Welcome Series	New member	Onboard and engage
Pre-Visit	Tee time booked	Enhance experience
Post-Visit	Tee time completed	Get feedback
Win-Back	60 days inactive	Re-engage
Birthday	Birthday + 7 days	Personal touch
Renewal	30 days to expiry	Retain members

Journey Design Principles

1. Clear goal - One journey, one objective
2. Appropriate frequency - Don't overwhelm
3. Relevant triggers - Right message, right time
4. Exit conditions - Let members leave naturally
5. Measurement - Track what matters

A member should never be in more than 2-3 journeys simultaneously. Use suppression rules to prevent over-communication.

Journey Performance Metrics

Metric	Good	Excellent
Enrollment rate	70%+	85%+
Completion rate	50%+	70%+
Step completion	40%+	60%+
Conversion (varies)	Depends on goal	-

Analytics and Reporting

Key Metrics to Track

Engagement Metrics:

• Email open rate (target: 25%+)
• Click-through rate (target: 3%+)
• Unsubscribe rate (target: under 0.5%)

Business Metrics:

• Campaign ROI
• Revenue attributed to marketing
• Member retention rate
• Acquisition cost

Weekly Dashboard Review

Check these metrics every Monday:

1. Campaign performance - Last week's sends
2. Journey health - Any stuck enrollments?
3. Segment sizes - Growing or shrinking?
4. Deliverability - Bounce/spam rates

Monthly Reporting

Generate these reports monthly:

Report	Audience	Content
Marketing Summary	Management	High-level KPIs
Campaign Detail	Marketing team	All campaign results
Journey Analytics	Marketing team	Automation performance
Segment Health	Marketing team	Segment size trends

Member Engagement Strategies

The Engagement Ladder

Move members up the engagement ladder:

Level 4: Advocate     ← Refer others, leave reviews
         ↑
Level 3: Loyal        ← Regular visits, consistent engagement
         ↑
Level 2: Active       ← Opens emails, occasional visits
         ↑
Level 1: Aware        ← Subscribed but not engaged
         ↑
Level 0: Unknown      ← Not in system

Engagement by Member Type

Member Type	Strategy	Key Metric
New	Welcome, educate	Onboarding completion
Active	Reward, retain	Engagement score
At Risk	Re-engage	Return visit
Lapsed	Win back	Reactivation rate
Advocates	Leverage	Referrals

Personalization Opportunities

Personalize based on:

Data	Personalization
Name	Greeting personalization
Membership	Tier-appropriate offers
Visit history	Course recommendations
Purchase history	Product suggestions
Preferences	Content tailoring

Best Practices

Email Best Practices

• Subject lines: 40-50 characters, personalized
• Preheader: Complement the subject line
• Content: Mobile-first, single CTA
• Timing: Test and optimize for your audience
• Frequency: 1-2 emails per week max

SMS Best Practices

• Length: Under 160 characters
• Timing: Business hours only
• Frequency: 2-4 per month max
• Content: Urgent or time-sensitive only
• Opt-out: Always include instructions

Journey Best Practices

• Wait times: Give members time to act
• Conditions: Use data to branch appropriately
• Exit rules: Don't trap members in journeys
• Testing: A/B test key messages
• Monitoring: Check weekly for issues

Handling Common Challenges

Low Open Rates

Cause	Solution
Boring subject lines	A/B test compelling options
Bad timing	Test different send times
List fatigue	Reduce frequency, improve content
Deliverability	Check spam complaints, clean list

High Unsubscribe Rates

Cause	Solution
Too frequent	Reduce sending frequency
Irrelevant content	Better segmentation
Not what expected	Set expectations at signup
Poor mobile experience	Test and optimize

Stuck Journeys

Issue	Solution
Members not progressing	Check wait times, conditions
High exit rate	Review content relevance
Low conversion	Optimize calls to action
Technical errors	Check trigger configuration

Tools at Your Disposal

Key Features

Feature	Purpose	Guide
Segment Builder	Create audiences	Creating Segments
Campaign Creator	Send messages	Creating Campaigns
Journey Builder	Automation	Journey Builder
Analytics	Measure results	Campaign Analytics
Templates	Save time	Within each tool

Permissions You Have

As a Marketing Manager, you can:

Action	✓/✗
Create/edit segments	✓
Create/send campaigns	✓
Build/manage journeys	✓
View all member profiles	✓
Export member data	✓
Merge duplicates	✓
Delete member records	✗ (Admin only)
Manage user permissions	✗ (Admin only)

Resources

Related Guides

• Building Segments - Complete segmentation guide
• Creating Journeys - Journey automation guide
• Campaign Best Practices - Optimization tips
• Social Media - Social management

Tutorials

• Re-engage Lapsed Members - Win-back journey patterns
• Promote a Tournament - Event marketing setup
• Welcome New Members - Onboarding journey basics
• Birthday Campaign - Personalization tips