{"id":10351,"date":"2017-12-19T08:53:43","date_gmt":"2017-12-19T13:53:43","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=10351"},"modified":"2017-12-19T08:53:43","modified_gmt":"2017-12-19T13:53:43","slug":"segment-personas-for-more-effective-email-marketing","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/segment-personas-for-more-effective-email-marketing\/","title":{"rendered":"How To Segment Personas For More Effective Email Marketing"},"content":{"rendered":"Reading Time: <\/span> 5<\/span> minutes<\/span><\/span>

Editor note: This is a guest post by\u00a0McKenzie Gregory who is a content writer on the marketing team at Emma<\/a>.<\/em><\/p>\n

Consider these two scenarios:<\/p>\n

Scenario #1: You\u2019re grabbing a cup of coffee on the way to work. You order what you want, pay for it, get your coffee, and go on your way.<\/p>\n

Scenario #2: You\u2019re grabbing a cup of coffee on the way to work. The barista smiles and greets you by name \u2013 in fact, he started making your regular order as soon as you walked in. You pay for it (adding a nice tip, of course), get your coffee, and go on your way.<\/div>\n

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The first scenario isn\u2019t a negative one: You paid what you expected, got what you ordered\u2026 everything went off without a hitch. But though the fundamentals of the purchase are the same, the experience is completely transformed. When we\u2019re recognized as an individual during the customer journey, we develop positive feelings about the brand behind it \u2013 such positive feelings that we\u2019re actually willing to give them more money in the long run.<\/p>\n

The same holds true for the digital world: Incredible experiences will almost always trump discounts. According to a study from Adestra, a whopping 96% of organizations believe that personalization can improve email marketing performance and conversions. That\u2019s why it\u2019s time to move beyond simply sticking your recipient\u2019s first name in a subject line and calling your emails \u201cpersonalized.\u201d<\/p>\n

Developing personas for your email marketing<\/h2>\n

If you work in marketing, chances are good that your team or company has developed personas at some point. If you haven\u2019t, it\u2019s a fairly easy exercise to knock out. Simply put yourself in the shoes of your customers and determine each persona\u2019s role, goals, challenges, etc. For some help, check out this helpful persona development exercise.<\/p>\n

Defined as \u201cfictional, generalized representations of your ideal customers\u201d by Hubspot, personas distill the information you already know about your audience with the goal of reaching them in more targeted ways. When developing personas for your email audience specifically, you\u2019ll want to develop those same generalized representations for people who have subscribed to your email list in one way or another. A few elements to consider:<\/p>\n