Why We Should Focus on Email Marketing?
According to Forrester’s prediction, 146 million dollars will be spent on digital marketing by 2021. Although there are a lot of marketing strategies available, email marketing is an indispensable part.
“It seems like the entire world is online. In today’s world, everyone relies on digital channels for communication, education, entertainment, and shopping. The online world has become a crucial part of everyday existence.”
The success of our marketing has a lot to do with the success of email marketing. As a qualified marketer, we need to know how to make an effective email marketing.
Persona
- What is a persona?
The premise of making an effective email marketing is that understand what is a persona. Ardath Albee said that
A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.
- Why persona is important?
We only can guess what is appealing content for our customers’ if without personas. It is possible we follow the wrong direction, for example, you only transit the information which we think attractive but our customers do not interested in it.
How to Create Buyer Personas in 5 Simple Steps
Step1 Do customer Survey
Learning details about your audience.
Step2 Dig into our website and social analytics
Finding potential customers information from websites, social media or publications. It is not enough if only collect the information, we also need to make the connection between all of the information about one person.
Step 3: The Customer Avatar Exercise
Now we are ready to create a concrete character that everyone in our company can use it to better understand the potential customers.
Marketing Persona Template
-Name of the persona
-Job title （Key information about their company (size, type, etc.）Details about their role）
-Demographics
-Age (Age, Gender, Salary/household income, Location: urban /suburban/rural, Education, Family)
-Goals and challenges (Primary goal, Secondary goal, How you help achieve these goals, Primary challenge, Secondary challenge, How you help solve these problems)
-Values/fears (Primary values, Common objections during the sales process)
-Marketing message
-Elevator pitch
Beyond the above information, we also need to collect other detailed data, such as hobbies, real quotes from interviews with customers, computer literacy, where they get their news, blogs they read.
Here is a specific example.
Email offers an unbeatable ROI.
Email connects with more consumers than social media.
Email ties all your marketing techniques together.
CAMPAIGN MONITOR – JUN 25, 2019
REFERENCES:
Stukent. (2019). The New Way of Email Marketing – Stukent. [online] Available at: https://www.stukent.com/expert-sessions/the-new-way-of-email-marketing/ [Accessed 26 Nov. 2019]. OSU MediaSpace. (2019). MRKT 484
Lee, Kevan. “The Beginner’s Guide to Creating Marketing Personas: Buffer.” Buffer Marketing Library, Buffer Social Blog, 30 Nov. 2018, https://buffer.com/library/marketing-personas-beginners-guide.
How to Create a Concrete Buyer Persona (with Templates & Examples). (2019). Retrieved 30 November 2019, from https://optinmonster.com/how-to-create-a-concrete-buyer-persona-with-templates-examples/
Understanding the Importance of Email in Digital Marketing. (2019). Retrieved 30 November 2019, from https://www.campaignmonitor.com/blog/email-marketing/2019/06/why-email-should-be-cornerstone-for-digital-marketing-strategy/
About the Author <!– Bio may contain link markup, a. (2019). How to Build a Buyer Persona (Includes Free Template). Retrieved 30 November 2019, from https://blog.hootsuite.com/buyer-persona/
