Personalization - Key to Better Communication
How Can Your eNewsletter Stand Out From All The Clutter?
By The VCT Team
 We are all familiar with the notion of personalization. It’s quite common for the email messages in your inbox to have come personally addressed to you with a greeting such as “Dear Tom,” while others simple begin “Dear Friend.” Take a closer look at those emails and perhaps you’ll find content that appears to be tailored to your personal interests and hobbies...
|
|
How To: Segmentation as a Means to Personalization
By The VCT Team
There are numerous benefits of segmenting the content within your ePublication for a more personalized and targeted message to your members and prospects, however, start by taking “baby steps” and gradually ease into the many segmentation options available to you.
Step 1: Identify your segmentation criterion based on member data you already have. Examples: Gender, Age Group, Membership Type, or Amenity Interests.
Step 2: Based on the segmentation criteria you’ve selected, create your unique messaging for each segment to be included in your ePublication (such as a tournament announcement for golf members and a wine dinner invitation for social members).
Step 3: Decide which section of your ePublication should include the segmentation (a Cover Page article location is usually recommended) and incorporate your segmented content in your Article Submission Form, making note of your desired segmentation rule for VCT’s production team to work with.
Step 4: VCT will produce your ePublication and create the requested segmentation rules based on the data provided within your subscriber list. When the ePublication is distributed to your members, each identified segment will receive their own personalized ePublication with content that’s relevant to them.
Step 5: Review the metrics report sent from VCT and see how your tailored messaging affected the overall performance of your ePublication, in addition to how each segment responded to their personalized version.
|
|
How To: Cross-Promote Club Events & News Using Lifestyle Content
By The VCT Team
You have access to an abundance of great content through VCT’s Lifestyle Content Library. Use this available resource to enrich your ePublication and to cross-promote events and happenings at the club.
For example, introducing a new bar menu at the clubhouse that you’d like to promote? Show members that your Club is in the know when it comes to food and beverage trends by including a lifestyle article such as “On the Rocks: Artisanal Cocktails”. Inserting a “call to action” link from within the lifestyle article to the club’s Happy Hour promotional article will both increase awareness and member engagement.
|
