Tennis Industry magazine


Retailing 114: Digital & Email Marketing

With the explosion of handheld digital devices, retailers need to evolve to best reach their customers.

As the handheld digital devices revolution has exploded, specialty tennis retailers’ use of email marketing to reach their customers will also have to evolve and change.

A new group of service providers has cropped up, specializing in modifying retailers’ websites to be more compatible with the variety of handheld digital devices consumers are using. Another group of new service providers will help retailers modify and craft email or develop a proprietary application to make retailers’ email marketing more compatible and effective on handheld devices.

The great news for specialty tennis retailers is TennisConnect ( can provide all the support and information they need to initiate and update websites, find the service providers they need and catch up to the handheld digital devices consumer revolution.

Email Best Practices

But, before we get too far ahead of ourselves, let’s look at some important best practices for email marketing, which apply to both the more traditional as well as the emerging mobile and digital forms:

Mobile Compatibility

The rapid pace of change in digital, handheld technology has impacted the process of email marketing, and today all size retailers, including specialty tennis stores, are being challenged to provide web-based mobile connectivity, including website and email compatibility.

The TennisConnect website nicely illustrates and provides a solution for this challenge with TennisConnect MobileBuilder, a tool that converts a specialty retailer’s website into a mobile-compatible site, while not changing normal website functionality. The objective is to make standard websites, which don’t really work on handheld devices because of sizing issues, compatible with the smaller viewing size requirements of digital, handheld mobile devices, like smartphones and the new generation of flat- screen personal computers.

With the tools available from TennisConnect, specialty tennis retailers of all sizes now have the help they need to not only develop competitive commerce-enabled websites, but also digital, mobile device compatible websites.

This circles back to allowing specialty tennis retailers to continue and extend their email marketing programs from their customers’ home computers to include their customers’ smart phones and personal flat-screen handheld computers.

While other small to mid-size specialty retailers in the U.S. are going to be scrambling to find service providers to help them become multichannel retailers, and catch up to the rapid pace of changes in hand-held mobile technology for consumers, specialty tennis retailers have a huge advantage in the established and very affordable source for all their mobile compatible website needs at TennisConnect (

All they have to do is take full advantage of the opportunity TIA has provided for them.

This is part of a series of retail tips presented by the Tennis Industry Association and written by the Gluskin Townley Group (



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