{"id":4739,"date":"2018-12-13T19:41:42","date_gmt":"2018-12-14T03:41:42","guid":{"rendered":"https:\/\/membermouse.com\/?p=4739"},"modified":"2023-10-29T15:23:05","modified_gmt":"2023-10-29T19:23:05","slug":"segmentacao-de-membros","status":"publish","type":"post","link":"https:\/\/membermouse.com\/pt\/recursos-de-mm\/segmentacao-de-membros\/","title":{"rendered":"A Crash Course in Member Segmentation"},"content":{"rendered":"This post on strategic member segmentation was inspired by one of our customers Jordan McAuley<\/a>. He recently shared a practical tip with us about how he uses the MemberMouse feature Custom Fields<\/a><\/em> to intelligently segment his members. When we heard Jordan\u2019s strategy, we thought it was too good not to share with you.\n
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Jordan McAuley<\/h2>\n

What is segmentation?<\/strong><\/h3>\nSegmentation is really just a fancy word for division. When you hear someone say \u201cI segmented my email list\u2026\u201d<\/em> or \u201cWe have three main customer segments\u2026\u201d<\/em>, what they mean is that they\u2019ve divided up their customers, market, or email subscribers into groups based on distinct and important attributes. The way in which you segment your members will depend entirely on the specifics of your business.\n\nFor instance, if you primarily serve customers in three countries, you could segment your customer list into people who live in the United States, Australia, and the UK. Segmenting your customers by demographics is a very common practice and makes sense for many reasons.\n\nAt the end of the day, segmentation is simply the process of organizing your members into categories that are meaningful to your business. This way, you can understand who your members are, what is important to them, and communicate directly to each group of people.\n

Why should I segment my members?<\/strong><\/h3>\nGreat question.\n\nWhat do we gain by segmenting our customers? In the context of a membership or subscription site, the benefit of segmenting your members is clarity. When you define and determine segmentation categories that are meaningful for your business, you'll be able to better understand who your members are and where they are coming from.\n\nOnce you have your members meaningfully divided up and organized, you'll then be able to effectively communicate with them based on these criteria. The truth of the matter is that one-size-fits-all marketing and communication simply doesn\u2019t work. It\u2019s bland and ineffective. The more personal you can make your communication, the more likely it is that your message will stand out and resonate with your members.\n\nIf one-size-fits-all marketing and communication is a disease, smart member segmentation is the cure. When you have clearly defined member segments, you can communicate with your members in a highly personalized way. This will help you build rapport and trust with your members. We\u2019ll dive deep into this topic later in the post and show you how to implement a segmentation strategy on your site. But first, you need to understand what can happen if you do nothing and treat all of your members the same.\n

What happens if I don't segment my members?<\/strong><\/h3>\nFour words: Deaf Ears, Business Blindness<\/em>\n\nYou know the feeling of getting a message from a business or someone you know that clearly wasn't designed for you. Impersonal messages are cold and alienating. Bland, one-size-fits-all communications just go in one ear and out the other. When you don't include any information that's relevant to the audience you're speaking to, your message will likely fall on deaf ears or worse... be ignored all together.\n\nAnother dangerous pitfall that comes with ignoring a segmentation strategy is that you can lose track of who your members are and where they\u2019re coming from. Once you grow your audience and your business, it's essential to understand how people come to you. Otherwise you can end up feeling like an island surrounded by fog. Sure, people may be landing on your shores, but how on earth did they find you?\n\nWorst of all, if you aren't able to communicate with your members in a way that shows you understand them, they may start looking for other people or solutions that do.\n

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A Concrete Example<\/strong><\/h3>\nTo help illustrate the point, let's take a look at a concrete example:\n\nSay that you run a membership site focused on helping people lose weight. Imagine that you live and operate your business in the United States. And about 50% of your members also live in northern hemisphere countries like the US and UK. However, the other 50% of your customers live in southern hemisphere countries like Australia, New Zealand, and South Africa.\n\nNow, picture that you have created a course about how to lose weight and keep it off specifically in the winter months. You know that with all of the holidays and tendency towards sedentary behavior, your members can use some extra help with their weight loss goals in the winter months. So, you create your course and make an offer to your members. You send some emails about your winter weight loss course and display the offer on your members' homepage. But then a strange thing happens... you notice that only about 50% of your members are interacting with your special offer.\n\nWithout a segmentation strategy in place, you failed to realize that for 50% of your members, the winter months in the US & UK are actually summer months in countries like Australia and New Zealand. Why would someone who is about to head to the beach for a day of swimming and soaking up the sun be worried about packing on a few extra pounds during the winter<\/em>? Exactly! They wouldn't be.\n\nBut, with a simple member segmentation strategy in place, you could schedule the very same offer to be made to your members who live in the southern hemisphere when June, July, and August roll around. That way when the cold creeps in, and the temptation to reach for an extra cookie pops up, your winter weight loss program could be there waiting for them. Right place, time, message, and member.\n

7 Creative Ways You Could Segment Your Members<\/strong><\/h3>\nWhen it comes to member segmentation, you of course have all the standard categories:\n