The value of PodPlay marketing integrations

A successful sports venue requires:

Customer Acquisition (new customers through the door)
Customer Retention (repeat customers)

The more times a customer comes to your venue, the more likely they will continue to visit. We regularly see 10-20% jumps in retention once a customer has visited the club multiple times. By the fifth time they visit, retention rates are often above 75%. So turning a new customer into a repeat customer is incredibly important.

Here are screen captures taken from the PodPlay Analytics+ package:

90 Day Repeat Rate 1st Reservation -> 2nd Reservation
25-40% depending on cohort

And another screen capture from the Analytics+ package:

90 Day Repeat Rate 5th -> 6th Reservation
60-85% depending on cohort

Effective e-mail marketing can have a large impact on repeat customer rates. We have seen clubs with effective strategies achieve 90-day repeat customer rates in excess of 50% for new customers. But, sending e-mail blasts to your entire customer list is also a great way to annoy your customer base and negatively impact repeat customers.

To positively impact repeat rates, e-mail marketing needs to be:

Relevant - highlight programming or other club amenities that are relevant to the individual customer by segmenting the customer list. Some of the key segments to think about are location, skill level, and revealed programming preferences.
Timely - deliver information that is actionable in the near future for the target customer segment.
Valuable - drive click rates through incentives or perks that deliver value to the target segment.

The first key to delivering this content is access to segmented customer data. The data must be accurate and accessible in the club's e-mail marketing system of choice.

PodPlay has prioritized integrations with the two most popular email marketing tools for clubs:

There is no need to download customer data into a CSV, upload to your e-mail marketing tool, and manage your customer database. Your segmented customer data automatically syncs, leaving marketing staff to spend their time on clever creative and smart targeted drip campaigns.

The second key is the ability to measure effectiveness. E-mail marketing systems allow clubs to track open and click rates. How many clubs know 90 day repeat customer rates for new customers? Our guess is not many.

The PodPlay's Analytics+ package allows clubs to visualize this and other key measures of marketing performance in Tableau and to see how different inputs (marketing campaigns) affect the desired outputs (happy, repeat customers).