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.

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