If you’ve heard it once, you’ve heard it a thousand times – you need to target and segment your communications to members! The call to deliver personalized content is being heard loudly and clearly, and for-profit member organizations, like Amazon, make it look soooooo easy. Putting it into practice, however, can be quite the challenge. When you don’t measure the right metrics regarding your member preferences, you could be shooting off marketing communications blindly.
Here are three quick tips to help you hit the bullseye when targeting and segmenting members.
Identify Your Target Audience
Every memorable story has a beginning, a middle, and an end (just like your high school English teach said). The same goes for meaningful content. If you don’t know exactly who you’re trying to reach with a specific email, social media post, or online community thread, it’s hard to craft a meaningful message. Think about what your call to action is and who, specifically, your association is looking to get a response out of. Use a tone of voice that resonates with them, and use the right channel for delivery. How, when, and where members like to receive information about your organization varies with age and career stage.
Define Performance Metrics
You may not like to admit it, but you’ve likely taken the “spray and pray” approach to marketing in the past. It’s the easiest way to get a message out, but the ROI isn’t usually very high when it comes to actual conversion rates. Before you send out a message, figure out exactly what you’re trying to get your members to do and what you want your results to be. If you’re trying to get people to register for your annual conference, clearly state exactly how many individuals or groups you expect to respond to an email, then track your progress. Be realistic when setting goals, and plan accordingly, allowing time for trial and error.
Experiment and Have Fun
You’re not a mind reader – if you were, you wouldn’t be reading this blog looking for ways to improve your strategy! If at first you don’t succeed, play around with the subject line, email format, images, and language until you find what works. It may take a few tries, but you’ll eventually learn what works best for your members. Don’t get too bogged down in the details, and remember to have fun. Think about what emails you would take the time to open, read, and respond to! If you would hit “delete” immediately, your members probably will to. Be creative and communicate value in your message.
Join me and our partners at Informz on Thursday, May 24 at 2 p.m. ET for the webinar, Bullseye! Audience Targeting and Segmentation Best Practices, to learn more tips and tricks backed by research to better engage with your members.