Creating personalized, emails for your customers is key to staying top of mind and relevant in the inbox. To this end, marketers have invested heavily in persona marketing - the practice of creating fictional characters that represent your customers to help inform tone of voice, content, and messaging. But what do you do once you’ve created your personas? How do you know where each of your customers fits?
Let’s take a look at the below email from Mom’s the Word:
Mom's the Word took 3 personas and created an opportunity to engage customers based on their personal style and which persona resonates with them. So how can retailers take this one step further to better engage with customers who they may not know much about? Give your customers the option to tell you which persona resonates with them in three easy steps:
Step 1: Target Email List
Once you have your personas, you need to figure out who you're going to send the initial email to - is it your entire customer base? Your best customers? I would recommend starting with a group that you may not know a whole lot about, your subscriber segment (people who have subscribed to your newsletter but haven't made a purchase yet).
Step 2: Email Copy
It's up to you whether you want to include a promotion or incentive in the email, but make sure that your persona images are clickable links that will take interested parties to appropriate categories or products.
Step 3: Analyze
Even if your subscribers didn't make a purchase, you can still infer what persona resonates with them based on how they interact with the email. Run a report in your email marketing platform and export a list of customers who clicked on each persona image. You now have static lists you can use to market relevant products and categories based on the personas you worked so diligently to create.
The goal of this approach is to help retailers understand their subscribers and move them from non-purchasers, to two-time purchasers, to three-time purchasers, and down the line to loyal, brand evangelists.
You've done the work to create your customer personas, so now it's time to use them.
Incorporating Personas with Windsor Circle and Segment Builder
Now that you are armed with a way to let your subscribers self-select into their persona of choice, you will want to match your existing customers to their personas based on their purchase history. The easiest way to do this is to identify products that have a high correlation with each of your personas. Using the Mom’s the Word personas as an example - this could look a little something like this:
|Persona||Product 1||Product 2||Product 3||Product 4||Category|
|Casually Cool Mom||Boot Cut Relaxed Fit Jeans||Open Crew Neck Tank||Long Sleeve Raw Edge Tee||The Brad Leather Bag||Casual Bottoms|
|Fierce & Fashionable Mom||Lattice Dress||Transcend Destructed Skinny Jeans||32" Accent Necklace||Marlena Fringe Backpack||Fashion Tops|
|Fitness Fanatic Mom||Active Zip Pant||Muse Racerback Tank||Active Side Zip Jacket||Active & Swim|
Once the products and categories associated with each persona have been decided, you simply need to create each segment in our custom segment builder. I've created the Fitness Fanatic Mom segment below:
Using two conditions, I've now created a persona segment that will update based on each individual's purchase history and ongoing buying activity. Make sure to do this for each persona you create and activate the segment in your ESP, where it will be ready and waiting for you to utilize in your email marketing campaigns.