In today’s dynamic digital landscape, creating a personalised experience for your audience has become a key driver of success. By tailoring your content and communication to meet the unique needs and preferences of your members, you can forge stronger connections, boost engagement, and drive meaningful business outcomes.
In our recent article Maximising Member Engagement Through Segmentation we looked into segmentation types typical for membership organisations. In this post, we will dive into the steps involved in creating a personalised experience, from setting goals to measuring and optimising your campaigns.
Steps to a More Personalised Member Experiences
Delivering a personalised member experience requires a strategic approach that goes beyond mere customisation. To achieve this, organisations must first identify their goals and define measurable metrics to gauge success. But, how can organisations effectively implement personalised member experiences?
Below are essential steps for associations to maintain a thriving and active member base.
1. Identify goals and measurable metrics for personalisation: Before you start creating a personalised experience, you need to identify what you want to achieve and how you will measure success. Set specific goals and measurable metrics that align with your organisation’s overall objectives. For example, you may want to reduce your churn rate by 5% or increase young audience engagement rate.
2. Outline member personas and their customer journey: To create a personalised experience, you need to understand your audience. Develop detailed member personas based on demographics, behaviors, and interests, and map out their customer journey from awareness to loyalty. Click here to learn how.
3. Aggregate customer data from all your customer journey: Collect data from all touchpoints of your customer journey, such as website behavior, social media engagement, event attendance and purchase history. Use this data to gain insights into your audience’s preferences and behaviors, and to validate your assumptions while creating member personas.
4. Map out dynamic content and services: Use the insights gained from your customer data to create dynamic content and services that cater to each member persona’s unique needs and preferences. This could include personalised product recommendations, tailored messaging, and targeted marketing campaigns.
5. Measure and optimise personalisation campaigns: Monitor and analyse the performance of your personalisation campaigns and make necessary adjustments to optimise their effectiveness. Continuously test and refine your campaigns to improve their impact on your audience.
Customised vs Personalised Marketing Communications: What’s the Difference?
Customisation and personalisation are often thought to be synonymous, however it’s not the case. The main difference is that customisation is initiated by the user, while personalisation is done by an organisation for the user.
See below the difference between the two approaches, with some examples relevant to the membership setting.
Customisation refers to tailoring the content, services or communications based on information an organisation has learned about a member. For example, creating separate newsletters for members and non-members, or organising different events for different interest groups.
Personalised communication, on the other hand, involves tailoring the messaging and tone of communication to better resonate with a customer’s preferences. For example, promoting a conference to different audiences using different messaging and value proposition or using dynamic content in your newsletter or website to adjust the content to different segments.
In conclusion, segmentation is an important tool that can help you tailor your messaging and services to meet the unique needs and preferences of your audience. By following these steps and using segmentation, you can create a more meaningful and engaging experience for your members and other audiences.
We hope you found valuable insights on how to deliver exceptional and tailored experiences to your members. If you’re ready to take your member engagement to the next level, let us know your unique needs and guide you towards implementing personalised strategies that will leave a lasting impact. Book a call with us today!
