Pellucid Corp., a leading golf information and facility marketing services company, announces the successful test of a new client service. Four Pellucid clients now enjoy a larger customer email database as a result of Pellucid’s “reverse-append” procedure that converted names, addresses, and phone numbers to useful email addresses.
“We have seen for years on our Customer Franchise Analyses that all of our clients had many more phone numbers than emails, and that these phone numbers had no value unless the course management created or hired a call center to call these customers,” reports Pellucid President Jim Koppenhaver. “Reverse-appending one piece of contact information into an email address is a common practice in the direct marketing industry, and we went to our vendor to see if we could adapt this for our golf course clients, inexpensively. We’re very happy to report that we delivered over 3,300 useable emails to our clients for just 60 CENTS each.”
Project manager Harvey Silverman adds, “Our goal was to convert customer contact data that had value but was too expensive to use, such as phone numbers and postal addresses, to valuable email addresses that would add strength to the clients’ existing customer email database; and to do this for under a dollar each. To do this we combined four client databases, but each got back emails of their own customers who had not opted out or bounced, and were guaranteed deliverable for 30 days. The reverse-append success rate was not high in the absolute, about 10%, but in today’s business atmosphere of trying to do more with less, adding hundreds or thousands of deliverable emails from customers who have played the course at some time to the current email database is a great investment. It’s not about having the largest email database, but rather how effectively you use what you have.”
About Pellucid
Pellucid Corp. is a leading independent golf business information and marketing services company. Our company compiles information and provides insightful reporting in the form of the definitive annual State of the Industry and monthly tracking of weather impact and facility utilization from national to market level. Our tri-weekly digital newsletter, Outside the Ropes, has a paid subscription base of over 300 industry thought leaders and an Executive Summary circulation to over 5K industry stakeholders. The Pellucid Perspective is a sponsor-based monthly digital magazine which informs and influences the thoughts and decisions of over 27K industry participants and observers. We work individually with golf course owners and operators providing affordable information and insight with our Customer Franchise Analysis, Golf Local Market Analysis, Weather Impact Analysis, Performance Scorecard, Voice of Local Golfer survey, and Sharper Edge Marketing services. For more information and to find out how we can help you, contact Harvey Silverman at hsilverman@pellucidcorp.com; or visit our website, www.pellucidcorp.com.
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