So - Gmail has in beta mode a new feature in the Gmail Promotions tab, which picks out images from your emails and presents them in a visual tile layout. This is the next step from having recently made images visible by default (and now we can begin to see why they did so).
The good news is that our friend Justin Khoo over at Freshinbox has created a cool new tool to be able to test what your emails may look like to ensure you're now leveraging this fresh and potentially valuable way of presenting your email. So - if you're wanting to tweak your emails so they benefit from this - then shoot over there now!
A comprehensive coverage of all blogs and related information about this new feature was very kindly putting together by our good friend Jordie van Rijn over at emailMonday - so check we recommend that you check this out.
Making your emails more relevant by appealing to different reader personalities
In Part 1 we introduced using Personas for Email marketing based upon motivation, in Part 2 I’m going to review the 4 main different personality traits that are common to everyone and show how to apply them to email creative. Aristotle was one of the first to identify them and named them: Melancholic, Phlegmatic, Choleric and Sanguine, however we will be using more descriptive names for these personalities in this post.
By leveraging both personas and personalities, you not only know where to place content, images and set tasks but also know how to speak to them (TOV), what offers to deliver and help them to accomplish their task the way they feel comfortable doing so – thus enabling higher and potentially quicker, conversions.
It’s a well-known fact that some of the greatest results can be gained by combining personalisation and persuasive architecture to deliver what the customer wants.
In this 2 part post I will look at approaches to leverage 2 types of buyer personas to use to increase conversions within your email marketing programme.
When combining both of these buyer persona styles we’re ensuring that we deliver not only the copy, TOV, and offers/merchandise that our buyer wants and expects from us but we’re also delivering the experience that will enable them to convert according to their temperament.
So let’s look at the two different types of Buyer Personas. For clarity’s sake, I’m labelling them differently to how they’re labelled elsewhere:
Persona: This addresses the motivation (i.e. what the buyer needs, what are their challenges and goals, what motivates them etc)
Personality: This addresses their temperament (i.e what triggers they respond to, how they navigate, read and perform tasks etc)
In this post [Part 1] of this series, I’ll be addressing the Persona based upon motivation.