All members seek value. However different members seek different benefits in order to realise that value. In an ideal world you would identify the value each individual member is seeking, the products they need to realise that value, and the best means of communication with them directly. Unfortunately, such personalisation is almost impossible. Instead you need to group your members and prospective members into segments that have:
- Similarity of response - The customers in each segment you create should have similar responses to your marketing messages.
- Appropriate size - Each segment should be of a size that you can realistically target.
- Accessibility - Segments must be accessible (eg: you wouldn’t target left-handed people who enjoy apples as identifying prospects would be too difficult).
Once these are identified you can then tailor separate and distinct marketing and value messages towards each segment. It is essential that segmentation is done correctly as the success of all future membership marketing activities will be profoundly affected by your segment choices.
You should regularly calculate your statistics for each segment to understand how it is performing. This enables you to refine and target your marketing activities to further maximise its effectiveness.