Sales and marketing is about creating a personalised message for customers. And the buyer persona represents the researched buyer, their goals, what they want, and what influences their behaviour. So, naturally, the buyer persona informs sales and marketing by helping them angle a smarter leverage with their customers.
One way of leveraging it is by tailoring e-mail marketing content that targets personas. It helps make the marketing message engage the audience, and it helps provide more context about the problems your product solves, so shoppers are convinced about why they need your solution.
E-mail marketing is a very effective mode of marketing. E-mail marketing informed by personas and crafted accordingly, can boost the click through and conversion rates by 10%! This results in 18% higher revenue.
The point is, it makes the message relevant.
How can you make persona-based e-mail marketing pack a fresh punch?
Persona-based e-mail marketing isn’t new; however, as the browsing and buying behaviours of consumers are different today, the way the persona-based content is structured has also got to be adapted. In other words, are your marketing strategies aligned to the way buyers consume content?
Nowadays, granular lists of prospect data are easier to acquire. But customers are also smarter, and don’t fall for the old tricks, like putting their name in the subject line! To be innovative today is to use the technology at hand to derive data about the people you are selling to. Some marketers are using artificial intelligence (AI), machine learning (ML), and natural language processing and generation, and focussing it on creating intelligent and engaging content, and measuring the performance based on data-driven inferences.
Using buyer personas to develop the e-mail marketing growth and conversions
You need to remember that even though your product or service may be the solution many people seek, their problems and needs are quite different from each other. Moreover, how an industry expert consumes content is very different from how a start-up entrepreneur consumes it. So your content can’t be vague or generalised. For it to personally speak to the customer, you have to segregate customers using highly limited variables and follow some sure-fire strategies.
- Content is still king. Make it excellent.
Customers are assailed with a zillion e-mails every day. To stand out from the madding crowd, invest in creating quality content that is engaging, authentic and relevant. Ensure your content writer is producing well-thought out writing that adopts several types of writing strategies that appeal to the consumer. However, take care not to over-personalise the mail as it is bound to appear like you are spying or stalking them. Good content always pays off.
- Having a buyer persona means understanding the audience.
If you understand the customer, you understand how they think, what scares or motivates them, and what influences them to take the decisions they do. Based on this you can offer them value propositions that make sense to their specific needs. So you need to invest as much in defining the buyer persona. The buyer persona can’t be based on profiling and fanciful figures or it will ill-inform the sales and marketing efforts, it won’t resonate with clients, and the strategy fails. Here again ensure you aren’t getting too personal or it might creep them out.
- Use data intentionally and to your advantage to empower your business.
There is plenty of data available, but how you use it is what will differentiate your brand from the others who believe that writing the customer’s name 5 times in an e-mail is called personalisation! So when you test an e-mail campaign or a certain template, measure the success or failure it has. Do it one at a time, testing small but significant changes iteratively and measuring the result, rather than changing too many things at once and not knowing to what change the success is owed. Then measure each successful endeavour against the other successful one to create a benchmark to work with. If your open and reply rates show a marked difference in reaction to something new, pay attention to it, but don’t stop testing and measuring. Finally combine all the successful variables to create a successful e-mail template.
So just remember that persona-based e-mail marketing isn’t completely new. It’s the advances in technology and the changes in consumer behaviour that constantly evolve. Adapting to these changes will help you understand the new customer and engage with them in a way that actually resonates with their needs and values. So while e-mail marketing is a powerful tool, on its own it doesn’t show potential; but premised on the buyer-persona, well that’s a 10% higher conversion rate for you!!