Email marketers (and marketers in general) are constantly looking for better ways to connect with their audience. While there are many new and trendy tools and strategies designed for this, one of the best ways is to get to know your audience . And who better to know than your email subscribers? These are people who raised their hands to hear from you and are some of your most valuable customers with an average email marketing return on investment (ROI) of 36 to 1 according to our email report. 2020, fall edition. Although we've written about different ways to get to know your followers,
what do you do after you've done the research? How do you take what you've learned and use it to inform your overall marketing strategy? The answer may very well be: Personas. What is a character? First, a definition is in order. A persona, sometimes called a user or buyer persona, is a representation of your key audience . It is essentially a profile of your prospect or customer that includes: Demographic information Image Masking Service such as age, gender, location, income, role, etc. Psychographic information or motivations and behaviors that may inform their actions and decisions Influences like brands, celebrities, and products they love Goals that impact what they are looking for in your product or service Weak points with existing solutions And anything that might inform their view of the world It is important to note that personas are only representations .
Good personas are based on real customers, but they should be summarized and averaged over multiple people, not just a single individual's biographical information. greedy millennial character Source: Xtensio Personas are useful in determining your marketing strategy. Since they're based on real-world prospects and customers, they're a great reference for determining everything from campaign goals and key performance indicators (KPIs) to actual copy and design. They're basically a knee-jerk check as you work on your marketing efforts to make sure what you're doing matches real customer needs.