Player segmentation is the practice of grouping a club's players by behavioural characteristics so that communication and programming can be aimed at the right group rather than broadcast to everyone. It is the foundation of any effective off-peak fill or retention campaign.
Useful segments
- Active regulars: played in the last 14 days, multiple times a month — your core.
- Lapsing: used to play weekly, haven't been seen in 30–60 days — a winback target.
- Dormant: no booking in 90+ days — usually a different conversation entirely.
- Off-peak available: historical bookings cluster in mornings or weekday afternoons.
- Level-banded: within a tight level window for competitive events.
Why broadcast outreach underperforms
An "everyone, this Tuesday at 11am" broadcast gets a low conversion rate because most recipients aren't free at 11am, aren't the right level for the event, or stopped engaging months ago. The same message sent to a small list of players whose history says they fit converts much higher — and is less annoying to the rest of the membership, which protects the long-term goodwill of the channel.