3 Ways to Use Data in Your AMS Software to Create Tailored Content
Like with many other aspects of finding and recruiting new members for your association, business marketers can teach us a lot. Many of the techniques they use translate beautifully into building a membership base for an association. With some AMS software know-how, you can easily collect the data you need to create and deliver tailored, personalized content for your members and prospects. Here's how it works:
1. Use Your Data to Create a Dynamic Website for Repeat Visitors
2. Use Your Data to Personalize Member Emails
Mail merge, or the ability to begin an email with "Dear Ms. Valentine" instead of just "Dear Member," is nothing new. But today's AMS software can collect enough data to tailor a truly personalized email experience for each of your members. For example, instead of just personalizing their name, consider adding their own business logo to the email. Find different ways to make the data work for you to deliver an email experience that's truly one of a kind for each of your valued members. With geo location data, you can send emails only to those within a specific region when local events are being held.
3. Use Your Data to Tailor Your Event Materials
Tailoring your member experience isn't just limited to your online communications, either. For example, you probably already print out personalized name tags for each of your event attendees, but what if you delivered an entirely personalized member package when they arrived? Maybe the backs of the name tags could include their printed schedule, based on the particular events or breakout sessions they've signed up for. Make their event materials as personalized as possible, and your members will feel more valued by your association.
To learn even more about all the cool—and effective—things you can do with the big data that lives in your AMS, check out the Benefits of Hosting Your Member Data in the Cloud:
A Word to the Wise: Don't Get It Wrong
As powerful as tailored communications can be in order to increase member engagement and commitment, it can also be a double-edged sword. If you use personalized data to tailor communications, you absolutely can't get it wrong, or it will be much worse than if you didn't personalize at all. For instance, calling Mr. Smith a Mrs. or spelling the name of his business wrong—those things do not make your members feel like you know them at all. Be sure your AMS software is always populated with the latest data available and take the time to verify the data's accuracy before reaching out.
About Jennifer Barrell
As the Director of Content, Branding & Buzz at Aptify, Jen oversees the strategy and execution of brand management and content production across the organization’s global offices. She thrives on bringing compelling content and useful information to associations to help them grow and engage their membership. She's also an avid fan of mid-century modern design and all things science fiction.