Ian Lurie, author of the Conversation Marketing blog, explains how you can create personas for your email marketing campaigns by following these three rules:
- Design for convenience, for that persona. 'Convenience' means different things to different people. For me, it means messages I can easily scan and delete or act on. For someone else, it might mean all the information they need, right in the e-mail.
- Tailor every offer to that persona. Sending a 10% off deal to a persona who wants luxury at any cost won't get you much.
- Refresh your memory. Every time you launch an e-mail campaign, review your personas. Otherwise you're going to drift into what I call 'coupon land', where every e-mail starts with '20% Limited Time offer!!!!' or some such. I'm not saying that's necessarily a bad offer. Just make sure it'll work for your audience.
I'm not sure I follow the example that he gives. Check it out here.
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