Blending personas and personalities to increase conversions in email marketing [Part 1]
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.
