Today, people don’t just prefer content personalization, they expect it. Members of associations are no different.
Content personalization can include everything from targeted emails and newsletters to mobile offers based on a user’s browsing history on your site. Surprisingly (or perhaps not?) mobile offers can have a significant impact on brand loyalty (Vibes). Other benefits of content personalization include membership renewals and influencing user behavior (to do things like buy products on your website, register for an upcoming conference, etc.).
Instead of personalizing content for individual members (which can be both costly and time-consuming), associations today use audience segmentation to personalize content for target groups. If done right, audience segmentation can help your association (1) increase the likelihood of prospect conversions and (2) increase current member’s level of engagement, by appealing to an individual’s preferences, interests and/or needs.
Audience Segmentation for Associations:
Dividing your membership base or prospects into groups that are similar to each other and distinct from other groups along dimensions that are meaningful in the context of your content strategy.
How ClearVantage Association Management Software Can Help
CV Online’s New Power Query Tool
No matter which way you choose to segment your audience, ClearVantage has the functionality to support your segmentation needs. In fact, ClearVantage Online’s newly released Power Query allows users to segment their membership base and/or prospect list and send personalized communications on-the-go.
For Current Members, with a goal of increasing member engagement:
-Current members with engagement scores between 0-50
-Current members who attended your event last year and/or are not currently registered for this year’s event and/or live in the city or state of your upcoming meeting
-Current members who are interested in a specific topic or are within a specific industry
For Prospects, with a goal of attracting them with content:
-Former members whose first join date is between January 1, 2000, to January 1, 2017
-New prospects whose title is CFO or CEO and who have not received an email in the past 6 months
New prospects who attended your event this year
These are just a few of the many different ways in which you can segment your audience into target groups using CV or CVO. To see a full list of filtering options using CVO’s new Power Query tool, toggle to the individual or organization search button (see below) in CV Online.
This will pull up a full list of filtering options that can be used to create different target groups. These include (but are not limited to) the following: interests, event attendance, industry, topics, roles/titles, levels of engagement and more!
Once you’re done filtering, simply click the “Save List” button in the top right corner. Once saved, this list will update itself in real time - and add or delete people that fall into or outside of the filter parameters that you set.
Contact Us to learn more about ClearVantage's new power query tool.
Return