Golf (and Multichannel Marketing) The Watts Way

CS: How does Edwin Watts Golf use e-mail?

JW: The key for us is to not send an e-mail unless we have a powerful message that’s relevant to our customers. We’re very sensitive and protective of our customer database. We won’t just send them an e-mail for the sake of sending them one. When we have something that we think is of value to customers (a special offer, new store opening, transactional message, etc.), we’ll let them know. It’s a powerful tool, but we must protect them from spam to be relevant.