How well do you really know your brand’s audience? It can be easy to think of your audience as segments of prospects vs. customers or recent purchasers vs. lapsed buyers. But the most successful brands target subscribers on an individualized level. For marketers who don’t have the resources for one-to-one targeting, personas can help increase email relevance and effectiveness.
What are personas?
Personas are fictional profiles created to represent key audience and subscriber segments based on shared needs, goals or behaviors. Personas help you better understand your audience, allowing you to create specific marketing tactics around each segment. Effective personas:
How do you create personas?
How do you use personas?
Contact optimization. Contact optimization is not a one-size-fits all approach. Different persona groups require different contact strategies. Tolerance for contact frequency will also vary among persona groups, so it is important to test frequency and cadence for each.
Content optimization. Focus on benefit-driven content that is most important for each persona. From call-to-action prompts to benefit statements, it is important to tailor content which meets each personas’ needs and expectations. This approach not only helps increase conversion but also promotes long term brand loyalty, continued email engagement and improved inbox placement.
Creative optimization. Is your persona group viewing your messages on a laptop or on a mobile screen? Is your persona group willing to scroll through an email, or expecting information to be condensed? Creative design and layout can be tailored to increase the likelihood of engagement among persona groups.
Email program optimization. Research drives better personas and personas drive better research. As you focus your email program strategy on effectively targeting personas, you will likely identify areas of vulnerability and opportunity to improve the overall effectiveness of your email program.
Most people see an influx of marketing messages in their inbox every day, so in order to keep subscribers engaged, your messages need to be targeted, relevant and provide value to the subscriber. Understanding who your subscriber is helps you more effectively communicate with the individuals receiving your messages.
This blog originally appeared on MarTech Cube.