Anyone who’s ever been involved with email marketing is aware of the term “Buyers persona” and why it must be inculcated in the marketing strategies. For those of you who are still unfamiliar with the term, need not worry. As we are going to explain and show you how to make the best use of the Buyers persona to boost your email marketing efforts.
Its sales & marketing 101 that in order to sell your product or service, you have to know your customers to the fullest. And creating a buyers persona helps you out with just that. It is a fictional representation of your ideal customer based on real info. Such as their online behaviour, demographics and even educated speculations on customer’s goals and challenges.
Just keep in mind that the buyer’s personas are not about the customers that you could bring. But more about the customer you really wish to attract. This thought process will give you a clearer idea while creating them.
Now, why are Buyer personas so crucial in email marketing? Let’s find out…
What Makes Buyer Personas So Crucial in Email Marketing?
Let’s face it, as of today the world of email marketing has turned into a battlefield. An average person receives a legion of emails offering countless offering N number of offers & deals on a daily basis. Most of these get deleted without a second thought.
So now the question is how can you make sure that the emails that your brand sends don’t meet the same fate?
People like to take their business to brands they can trust and speak their language. As we mentioned before the buyer persona are created based on the needs, goals and challenges of your ideal customer. With the help of such information, you can create powerful emails that will have the highest probability of touching base with customers and achieve your business objectives.
Buyers personas are pivotal to creating highly targeted email marketing campaigns which get more opens, clicks, and engagement. Targeted emails more optimized towards lead generation and result in increased conversions.
Now that we have made abundantly clear how important buyers personas are in email marketing, lets’ go into some of its applications.
Segmenting Your Email Lists
The best feature of the buyer’s persona is that it provides a great source to customise your email lists in a personalized manner.
Utilising data such as demographics (age and gender) segment your email lists is a good start. but this will only give you a one-dimensional client profile. By crawling inside your prospect’s head and figuring out their thought process while making their buying decisions, you can refine the segmentation quite a bit.
The segmentation list allows you to send more engaging and contextual content pertaining to needs, based on:
- Personas: The buyer personas does the receiver align with?
- Engagement level: Based on emails opened, website pages visited, products bought or resources downloaded.
- Status: Whether an existing customer, prospect, or a curious passer-by?
These segmented lists can be created in the automated email marketing tool like Infusionsoft and targeted emails will be automatically sent once the segment criteria are met by the user, prospect, or client.
Making an Offer One Cannot Refuse
By taking the customer’s goals and challenges into consideration. You can present customized offers that have the highest probability of meeting the objective of the email.
Just make sure that you do not make the offer in your first email. Send and a couple of nurture emails, providing helpful information regarding your product or services.
Let’s take an example of one of our clients, Brain Wellness Spa who help people with their mental and emotional health challenges. As per their buyer persona, one of the major challenges is people’s apprehension regarding the therapy.
Therefore based on the user action on the website, we designed targeted email sequences. By providing useful information along with free audios to gently nurturing the prospects. With the idea of opting for the client’s services. And making an offer for a free consultation at the end of the sequence greatly enhances the chances of conversion.
Create Actionable Content
Content is the message that your brand wants to share with the World. By tailoring your email content starting from the subject line to the body and CTA. You can boost the open and click-through rates by several folds.
Consider the buyer’s biggest concerns and challenges, and then write copy that will address them all.
Also, consider verbiage used in your mail as you cannot market to a Millennial as you would to a Baby Boomer. So take into consideration aspects like age and education. Would the reader relate with complex words or a simpler approach would get the job done? All of these elements will help your email marketing efforts resonate more with the readers.
Few Last Words…
We hope you found out take on buyer persona helpful and if you require any assistance, then please contact us. Our experts would be delighted to assist you.
Don’t forget that as your business grows and changes over time, then so would your brand’s buyer persona. Therefore it is necessary for you to review the persona from time to time and implement the changes in your email marketing.
Ciao!!
