<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=520757221678604&amp;ev=PageView&amp;noscript=1">

Using Data to Segment

After taking inventory of your source systems, cleaning up your lists, and integrating your data into a single point of truth, you are ready to start segmenting. This is an important piece in your email marketing strategy which ensures you are producing relevant, personalized and valuable messages to your recipients. In this section of the toolkit we will review some different ideas for segmenting your content, provide a strategic workbook to outline your strategy, and review steps for using data to build member personas to support your content strategy.

Return to Email Data Toolkit

data-tips

“20 Ways to Segment Your Data” Tips

Need some ideas on how to start segmenting your data? This quick tip sheet gives some ideas on ways to start slicing and leveraging your member information.

Download
Segmentation

Segmentation Workbook

Once you’ve solidified your understanding of your data systems, you can use this workbook to take inventory of your member data and outline your segmentation strategy for your email program.

Download

Building your segmentation strategy

Giving your data a face

Once integrating your systems, your segmentation strategy will guide the way you leverage your data. The best method of developing a segmentation strategy is to build a persona matrix. This will help guide your decision making in the data points you will use to individualize the member experience and develop an effective content strategy to retain and engage your members.

Creating Your Persona Segment Strategy

PersonaSteps

 

Data points for building personas

  • Anecdotal: Using staff as focus groups
  • Transactional: Membership or reg form data
  • Survey: Member satisfaction report data
  • Social: LinkedIn, FaceBook profiles
  • Behavioral: Content consumption, metrics data
  • Interview: With members and customers
Human-Vector

Need help building out your personas?

Our Persona Workshop is focused on persona identification and development. We’ll walk through a focused effort to build out your persona matrix, develop four persona cards, and identify one persona to pursue based on your organizational priorities.

Sign Up for Persona Workshop

Putting Your Association Data to Work

Using your data to personalize

Personalization is a proven method of increasing member engagement and satisfaction. Leverage the association data you have available to create customized messaging for your members.

Learn more about personalization

 

P O Box 915 Ashburn, Virginia 20146 USA