Importance of Understanding Email marketing and customer personas

by Pratham Israni Digital Marketer & Content Creator

To maximize profits, a brand must be well aware of the target customers. Besides using tricks and strategies to accelerate lead growth, what a company or brand should focus on is to learn more about the needs and requirements of the target audience. It is ultimately the customers who play a major role in the expansion of a business, and this is quite evident that the businessmen and brand owners should value them. Through buyer personas, brands can learn about the potential customer, making the process easier than it had been. 

 

Buyer Personas:

 

Buyer personas represent the target audience through a sheet where information about the individuals is posted. The sheets contain details about the interests, habits, and demographics of the customers, which helps you to device offers, deals, and contents. Gathering this information helps in offering every user a personalized experience. 

Email marketing can be a great way to develop buyer or customer personas, allowing you to establish a relationship with the target audience. No matter what your business's size is, email marketing will suit all your needs and help you understand your customers.

In this blog, we have put in all the ways to help you develop customer personas through an email marketing campaign. 

• Allow self-segmenting on signup forms

To become a part of your email contact list, subscribers need to fill a form to input things like name and email address. However, probing beyond these usual questions, the form may contain optional questions, giving the users or customers to self-segment themselves. Self-segmenting usually denotes the process wherein a customer unleashes the services or products they want to receive. This, in turn, helps you to build personas. The world has more than billions of email users. Thus, having some pre-defined knowledge about the customers will help you to formulate effective customer personas. The desired results will come up once you customized forms in the landing pages and the blogs.

• Share and test relevant content

Once the subscription part is done, you can share content, offers, and deals through emails. What type of content you should cover in the email can be easily figured out from the signup forms. Users will love to learn more about a brand through the content it shares. Thus, marketers should email them blog posts and other interesting write-ups that will meet the customers' preferences, thereby alluring them to read them.

The concept of adding optional questions in the subscription form will help you even increase the conversion rate and open rate. If someone had joined your email contact through one of the product pages, you could revert to him by offering some alluring discount on that product just after the signup process. Thus, you will have to give less time thinking about the content that will lure a recipient into opening it, and the offers will lure him into making a purchase.

A/B testing can be an excellent way to learn which campaign procedure is heralding the optimum results. It is an experiment wherein a marketer will send two kinds of emails revolving around a common product but changing a few basic things like images, offers, content between the two. The next process involves finding out which variant yielded better results. You can alter the subject line in the two emails and determine which one has resulted in an enhanced conversion rate.

These little alterations act as identifiers, which help you identify the best version for strengthening the engagement and making the campaign a successful one. Once you witness positive results, after helping users find their goals through the sent emails, you can further strengthen the customer personas with specific customer data.

• Ask for engagement

It isn't brilliant to expect customers to tell you about their needs and requirements until you offer a chance to let them speak. They will shift to some other brand or service provider. Thus, you need to ask the customers what do they need and how you can assist them. Of course, you can figure out something about the customers from the signup forms, but that won't take you long enough.

You need to care about the needs of the customers and value proposition to increase engagement. A recipient needs to be lured into taking part in the engagement procedure with the feedback-centric emails. You need to make things clear by directly asking the customers the preferred contents and articles they would love to receive. This will initiate the customers to send some feedback, revealing how beneficial the products are, or may come up with certain relevant issues which your company blog has failed to cover. The subscribers will also become encouraged to think and inform about the problems they have been experiencing with your brand.

The information drawn from the overall process will help you formulate customer personas and even strategies for content marketing. Drafting targeted questions that customers can relate to is essential to strengthen engagement, achieve higher chances of receiving feedback, and a better customer persona for further reference.

• Review your email analytics

You need to review or go through the analytics after the campaign to understand the subscribers better. You need to explore the four most important figures to learn how successful your campaign had been. They are – Open Rate, CTR or Click Through Rate, Deliverability and Unsubscribe rate. Once you learn the details about how effective the campaign went, you easily develop consumer personas. You need to make necessary adjustments in the persona sheets based on the above-mentioned four indicators' statistical figures. Again, deliverability is an important indicator since to increase the open rate, CTR, or conversion; it is important to make sure that the email reaches the recipient when you are using bulk email service. It should be right in the inbox and not side-lined to the spam or reverted to you. 

Conclusion

You cannot develop an effective customer persona just with a few basic information. It needs intense labour and efforts from your end to properly engage with the customers, learn about their areas of interest, and perform email marketing campaigns to grab their eyeballs. Also, the personas are not destined to remain the same throughout the years, and they will witness changes, which you should be okay with. Your focus should be to assure that you receive positive feedback, customer-centric information, and a strong engagement in the websites.

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Created on Apr 14th 2021 06:49. Viewed 386 times.

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