I belong to a few membership-based organizations and nothing frustrates me more than getting too many emails from them. Often, they are about information, products or services that I am not interested in, or their timing between departments is way off, and I end up getting multiple emails in one day.
I am sure that I am not the only one who finds this difficult to take – and at times, I find myself shutting off and not even opening their emails. What’s sad is that I am likely missing information that I should know, and want to know, all because it has become too much.
The idea of segmenting your membership is not new – and I am sure that there are several organizations that do it well. And, in the case of email and other communication tools, doing so can help your membership association gain better reach and traction with your audience.
Here are some recommendations of possible segmentation methods that may help streamline your association’s communications:
There is several ways to segment your members. A best practice is not to assume, get them to tell you. Here are a few ways to help gather the information.
Another idea is to incorporate the landing page into your online membership renewal process. Make it a mandatory page that members have to fill out in order to renew membership with your association.
Armed with all of the information you’ve gathered above, go back to your list of communications and come up with a calendar of emails (or editorial calendars for any of your communication channels) – knowing that there may be times when an unplanned email has to go out, but keeping as consistent as you can to the set schedule. Ensure that you are selective in the number of emails your members are getting from you.
All of this effort should increase member satisfaction, engagement and email open and click through rates. After all, keeping them happy will give you a better chance to keep them renewing, right?
Looking for a game changer at your next event or a strategy unique to your organization?