Personal tailored experiences are what your members expect every time they enter your club. You greet them by name, know their interests, and have connected with their families. But does this member experience extend to your online interactions?
In order to communicate additional value to your members you should deliver 1:1 personalized communications and offers based on digital body language and previous purchase and engagement history. For additional value add you may also want to consider the 1:3 rule. There should only be one promotional focused communication for every 3 communications delivered. The other 2 communications should contain interesting educational, ‘how-to’, ‘what’s new’, and member spotlight content relevant to the contact’s digital body language and engagement history.
Below are 6 steps to deliver value-add, through content, to your members.
- 1. Consider your audiences: Think about those members who have attended special events, members who consistently bring guests, members who have engaged with online reservations for dining or tee times, your mobile app, or specific offers delivered through email, and opt-ins by way of subscription pages and/or registration pages.
- 2. Segment and assign each audience to the correct campaign path: Segmentation of members should be based on member profile data, purchase information, club engagement data, previous services, cadence of services,and engagement and purchase dates. If prospective members were identified during special event registration then segmentation may also include requests for opt-in information about a particular service, event, or notifications of offers and promotions.
- 3. Communicate the value received by the member: This message should be consistent with the digital body language of the member, the purchase and club engagement of the member, and other value-add that member might not be leveraging like online payments. For example, with online payments, members aren’t forced to make that “value decision” every month (did they use it enough, did they get enough out of it, did the payer of the fee use it enough). They can set it and forget it. They can even earn credit card points.
- 4. Leverage opt-ins or already existing event registration forms to capture additional information about special interests. This information can be used to proactively trigger communications that are specific to upcoming events, services, and offerings.
- 5. Provide education communications relative to topics of interest based on the member’s digital body language and purchase history. As an example, there may be 3 variations of a monthly email based on the customer journey defined by the contact. One journey may focus on seasonal recipes and wine pairings for those that attended a recent wine tasting event. One journey may focus on improving your short game for those avid golfers. One journey may focus on Tips and Tricks from the club’s personal trainer, targeted to those members who use the fitness facilities but haven’t booked a personal training session. In the sidebar of the email, place catalyst options dependent upon digital body language and purchase history, promoting the relevant content.
- 6. Test. Test. Test. Understand which communications and channels work best with each member audience.
Every club is different and offers unique opportunities to its members. But delivering unique and valuable member experiences through your communications, as well as at the club, is a great way to deliver on enhanced member expectations.