State of Retailing Online 2007
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3 Rules for Applying Personas to Email Marketing

Ian Lurie, author of the Conversation Marketing blog, explains how you can create personas for your email marketing campaigns by following these three rules:

  1. 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.
  2. 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.
  3. 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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