Your members aren’t looking for “just another email.”
They want relevance. Recognition. And a sense that their experience with your association is for them.
That’s where personalization comes in—but not the creepy kind. The kind that creates real value across every touchpoint of the member journey.
Before you personalize anything, take a step back. What does the full member experience look like—from join to renew to re-engage?
Use journey mapping to identify where members drop off, what actions they take, and what support or content would move them forward.
Forget job titles. True personalization means segmenting by:
This kind of behavior-based data helps you serve the right message at the right moment.
Personalization only works if your systems talk to each other. Ensure your:
If these tools are siloed, the member experience will be too.
Too much too soon: Earn trust before getting overly specific.
Assuming interest = intent: Just because someone clicked doesn’t mean they’re ready to act.
Forgetting the opt-out: Give members control over what they receive.
Personalization isn’t about flashy automation. It’s about listening.
When you show members that you understand where they are and what they need next, you don’t just improve engagement—you build trust, loyalty, and long-term value.