This week we are focusing on email marketing and personas. a marketing persona is a detailed outline of your target market segment, so developing a persona helps you deliver the most relevant information the quickest. I’m here today to help ensure you have the best marketing tools at your fingertips to lure in these buyer personas and attract the right people!
You see when sending emails out the biggest hurdle is making yours stand out, if you just send out a generic email it will most likely get filtered through to the spam folder, or just thrown out all together. So, the trick to getting your email noticed, is tailoring it to your specific customer. Below I have a couple steps guaranteed to make your email personalized, professional, and noticed.
1: Email Marketing Strategy
Your personas can help guide a clear plan for email ads in an effective way. Build trust and brand awareness by focusing on ads that add value to your customers’ lives. Make sure to also increase conversion rates by enticing them with a unique call to action that can relate to them personally as well. When these things are done well you can increase your customer lifetime value by building a personalized relationship from the beginning!
2: Align the Email Campaigns with your Customers Journey
This is when you put on the shoes of your persona and try to relate to them the most. THe buyer process can have several steps but the most important ones are being noticed, considered, and then buying. First being aware of the problem and looking for solutions, where your solution catches their eye. They consider it, researching their options weighing out the pros and cons. ANd then hopefully they purchase it from you after realizing you offer a good value.
3: Increase your Open Rates on Emails
This is one of the harder steps that we referenced earlier where getting your email noticed out of all the others can be difficult. Having a strong theme for your email as well as a captivating message is crucial, followed up with a killer call to action. Your email heading is like the hook of an essay, it has to get the pesona interested. Keep it open but curious so they click through to see what you have to offer them, and always use action words.
4: The Irresistable Offer
So, once they open your email those action words you brought them in with are now going to have to translate into an offer so great they can’t resist. Whether its a free trial, a discounted membership, or a heavy loyal customer discount, this is where you pull all the stops. Your call to action button in this email should use words like: call now, download now, subscribe today.
5: The Final Land
Once a customer accepts the call to action button, make sure the button takes them to a personalized landing page. It’s crucial that whatever deal you talked about in the email follows through on this personalized landing page. As well as a clean easy to read web representation of what you’re trying to do. Taking this next step to ensure a 10/10 experience in your webpage leads to a higher chance of conversions.
“5 Ways to Create Super-Effective Emails with Buyer Personas.” WordStream, Jan. 2019, www.wordstream.com/blog/ws/2017/01/31/email-marketing-with-buyer-personas.
Team, SalesHandy. “The Significance of Buyer Persona in Email Marketing.” SalesHandy, 3 Sept. 2019, www.saleshandy.com/blog/buyer-persona-in-email-marketing/.
