In the 2018 Membership Marketing Benchmarking Report from Marketing General, Inc., associations surveyed revealed the most common level of segmentation for their member marketing efforts:
55% – Membership level/type
32% – Demographic-based
29% – Job/occupation-based
How are you segmenting your members? These numbers suggest some missed opportunity.
Why? Because online community and marketing automation provide member behavior data that allow us to hyper-segment and provide relevant, personalized content, instead of having to guess what members want to read based solely on their membership level or some other item, like demographics. Behavioral data and segmentation are key to maximizing the value of your targeted marketing efforts.