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There are not a lot of sports you can do and maintain 6ft apart from others. The first two activities that come to mind are running and golf. Due to golf being non-contact and something that can be done at a distance from others, it’s not surprising that the sport gained popularity in 2020. In fact, U.S. golfers logged 20% more rounds in August 2020 than August 2019. With that surge, what did we find in email marketing from golf-related brands? Let’s take a look at cadence and promotions in addition to some of our favorite golf journeys.
What we’re seeing: Email Cadence & Promotions
Email cadence increased slightly by 7.20% YoY with the surge of golf interest activity. This is not a significant increase and what would be considered normal growth in email for an industry group.
The golf industry maintains a steady promotional rate throughout the year (number of emails containing a promotion) with spikes during holiday sales. Emails containing a promotion did increase by 15.04% YoY likely due to brands trying to capitalize on new golf interest. Another interesting takeaway from our MailCharts data is that the week COVID started taking hold of the U.S., we saw promotions drop to 0% (week of March 2nd).
Journeys: Our favorites from golf brands
Before digging into a few journeys, keep in mind that many golf brands also carry other products, so you may see a few other sports mentioned below based on browse/cart activity.
Adidas
Adidas has a robust, all-encompassing purchase flow that confirms the order, shipping, delivery, and request for a product review. These are all the essential components of a great purchase series that ultimately positively impacts the customer’s experience and increases the likelihood of another future purchase.
Callaway Golf
This dedicated golf brand screams luxury with its loyalty welcome series. The first welcome email uses a sleek, black background design with a subtle CTA to visit their store. Interestingly, this soft CTA is followed by a more prominent CTA to listen to their podcasts. We love that the bottom of the email features different golf clubs as well as recommended products. The remainder of the series educates the new subscriber about their loyalty program and how to earn points.
Travis Mathew
Golf and lifestyle apparel brand, Travis Mathew, has a three-touch cart abandoner series. Our favorite email in this series is the third and last touch that comes two days after abandoning the cart. By including the 15% off discount, they’re enticing shoppers to convert to purchase as they’ve already expressed interest.
Golf Avenue
This onboarding series from Golf Avenue does a fantastic job of educating new subscribers about their brand and includes a 10% off discount code. We love the third email in the series which falls 2 days after signup and features ratings and reviews of different clubs that they carry. As this is a resale of golf equipment, they also feature prices as low as instead of set prices depending on inventory.
Get more in the MailCharts app
Looking for more examples outside of golf? While the above journeys are key for any ecommerce email marketer, we have a robust catalog of other industries for more inspiration. Start curating your own lists today with an upgraded account or log in to view.
