Marketing & Communications
April 13, 2026
Recipe: Analyse the Success of Your Member Recruitment Drive
# recipes for success
# memberships
# emails
Analyse your Member recruitment activity to gain useful insights to adapt your strategy.
Time required
Prep Time: 15 mins
Cooking time: 25 mins
What you need
- Access to the insights & mailings interface
- The membership analysis report (contact support if you don't have it)
What will this help me achieve?
- Maximise revenue from existing audiences by increasing your members
- Build stronger relationships with audiences by using data to make your communications more relevant and timely
- Gain a deeper understanding of your current audiences and what draws them to support you further
- Save teams time by using automation and segmentation to power your outreach
Concepts we'll be using
- Auto tags: A dynamic tag applied to a customer record based on a set of criteria which updates automatically.
- Customer Lists: Used to create a list of contacts from your database.
- Reports: Extract data from your system to gain insights.
- Crossover Analysis: Find Customers that appear in both a customer list and a report.
Prep
- Benchmark: Record how many members you currently have.
- Build a customer list using a customer segment with a membership metric. Note down the count of all your current members. If you have more than one membership, record the total number of members for each membership type.
- Run the membership analysis report. In the criteria set, set the purchase date to last year. Make a note of the key metrics for your organisation.
- Find your audience: Follow the steps in the recipe identify your potential members to tag customers who are likely to become members.
- Target a campaign: Send a targeted email campaign to your potential members. Use this as a chance to tell them about what their support would mean to your organisation and your community.
TIP - Use tags in your Dotdigital campaign to group your membership emails and use this to filter the email campaign report.
Activate
- Track your success: Decide how often you want to review your campaign, for example, weekly or monthly. Using the same criteria, run the customer list and membership analysis report to record any progress against your benchmarking figures.
- Spot the trends: Use the first of this type metric to find the specific number of new members. You can track both the total number of memberships and the financial value of the membership purchases.
- Go a level deeper: Want to know exactly who joined because of your outreach? Create a customer list with a marketing segment to find anyone who received your membership email and clicked a link within it.
- Connect the dots: Using the customer list of customers who received the email, run it through the membership analysis report. This will show you exactly how many customers purchased a membership after engaging with your email. You could also run an ROI report against the specific mailing to see direct financial conversions.
Try this twist
- Expand your channels: You can use this process to evaluate postal mailings or cultivation events.
- Set it and forget it: Ready to save time? Automate your entire member recruitment drive using Dotdigital programs.
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