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Segmentation involves dividing your membership base into groups based on shared characteristics or behaviours. This allows for more targeted communication, personalised marketing, and tailored member experiences.
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Common questions about segmentation in membership organisations.
Segmentation allows you to deliver more relevant content and communications to members, improving engagement, satisfaction, and retention. It helps you understand different member needs and preferences.
Common segmentation criteria include demographics (age, gender, location), member type (new, renewing, long-term), interests, engagement level (active, inactive), membership level, industry or profession, and behaviour (e.g., event attendance).
Data can be gathered through membership applications, surveys, website analytics, CRM data, email interactions, event registrations, and social media engagement. Integrating these data sources into your CRM is key.
Segments should be based on factors that influence member behaviour and preferences, such as demographics, interests, and engagement patterns. Consider what types of content or offers would resonate with each group.
By understanding member preferences and behaviour, you can create retention strategies that address specific needs, provide personalised support, and offer incentives that are relevant to each segment.
Yes, overly narrow segmentation can lead to small, inefficient segments that don’t justify the effort. It’s important to find a balance between granularity and practicality.
Challenges include data quality issues, maintaining data privacy, ensuring segments are relevant and useful, integrating segmentation across different systems, and overcoming resistance to change within the organisation.
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