{"id":13948,"date":"2019-04-24T07:02:22","date_gmt":"2019-04-24T07:02:22","guid":{"rendered":"https:\/\/www.saleshandy.com\/blog\/?p=13948"},"modified":"2023-07-11T12:59:43","modified_gmt":"2023-07-11T12:59:43","slug":"buyer-persona-in-email-marketing","status":"publish","type":"post","link":"https:\/\/www.saleshandy.com\/blog\/buyer-persona-in-email-marketing\/","title":{"rendered":"The Significance of Buyer Persona in Email Marketing"},"content":{"rendered":"<div id=\"toc_container\" class=\"toc_wrap_right toc_transparent no_bullets\"><p class=\"toc_title\">Contents<\/p><ul class=\"toc_list\"><li><a href=\"#Create-an-effective-email-marketing-strategy\"><strong class=\"Create-an-effective-email-marketing-strategy\"><span class=\"toc_number toc_depth_1\">1<\/span> Create an effective email marketing strategy<\/strong><\/a><\/li><li><a href=\"#Better-alignment-of-email-campaigns-with-the-buyers-journey\"><strong class=\"Better-alignment-of-email-campaigns-with-the-buyers-journey\"><span class=\"toc_number toc_depth_1\">2<\/span> Better alignment of email campaigns with the buyer\u2019s journey.<\/strong><\/a><\/li><li><a href=\"#Frame-and-send-personalized-email-copy-that-has-high-open-rates\"><strong class=\"Frame-and-send-personalized-email-copy-that-has-high-open-rates\"><span class=\"toc_number toc_depth_1\">3<\/span> Frame and send personalized email copy that has high open rates<\/strong><\/a><ul><li><a href=\"#Awareness-Stage\"><strong class=\"Awareness-Stage\"><span class=\"toc_number toc_depth_2\">3.1<\/span> Awareness Stage:<\/strong><\/a><\/li><li><a href=\"#Consideration-Stage\"><strong class=\"Consideration-Stage\"><span class=\"toc_number toc_depth_2\">3.2<\/span> Consideration Stage:<\/strong><\/a><\/li><li><a href=\"#Purchase-Stage\"><strong class=\"Purchase-Stage\"><span class=\"toc_number toc_depth_2\">3.3<\/span> Purchase Stage:<\/strong><\/a><\/li><\/ul><\/li><li><a href=\"#Present-an-irresistible-offer-and-ensure-they-follow-CTA\"><strong class=\"Present-an-irresistible-offer-and-ensure-they-follow-CTA\"><span class=\"toc_number toc_depth_1\">4<\/span> Present an irresistible offer and ensure they follow CTA<\/strong><\/a><\/li><li><a href=\"#Lead-them-to-a-landing-page-that-has-relevant-persuasion-architecture\"><strong class=\"Lead-them-to-a-landing-page-that-has-relevant-persuasion-architecture\"><span class=\"toc_number toc_depth_1\">5<\/span> Lead them to a landing page that has relevant persuasion architecture<\/strong><\/a><\/li><\/ul><\/div>\n\n<p>Email marketing still works like a charm in most domains, playing a major role in today\u2019s business scenarios. But things are always evolving, which is why just sending some emails out to people doesn\u2019t guarantee you will see any results.<\/p>\n\n\n\n<p>In fact, without sorting out who gets to see your message and at which stage of the buyer journey, you will most likely end up in the Spam folder.<\/p>\n\n\n\n<p>The trick to <a href=\"https:\/\/www.saleshandy.com\/blog\/how-to-build-quality-lead-list-for-cold-emailing\/\" target=\"_blank\" rel=\"noopener\">creating the best emails list<\/a> is to get familiar with the notion of buyer persona and segmenting, personalizing and automating your email communication and outreach strategy accordingly.<\/p>\n\n\n\n<p>A buyer persona is basically your ideal customer. It\u2019s a group of people having similar traits, who are looking for services\/products that you offer and after engaging with your offer, content, or anything that they lay their hands on, would be willing to make a purchase.<\/p>\n\n\n\n<p>Creating the buyer persona for your business is key to tailoring your marketing strategy and connecting with the right audience at the right time with the right value, allowing you to cater to their needs and solve their problems effectively.<\/p>\n\n\n\n<p>Below we have mentioned 5 ways how building a great buyer persona will help sharpen you and your team\u2019s emailing efforts and generate better results form the medium:<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Createan\"><span id=\"Create-an-effective-email-marketing-strategy\">Create an effective email marketing strategy<\/span><\/h2>\n\n\n\n<p>If you have a clear profile for your ideal client\u2013a good buyer persona\u2013you\u2019ll find it easier to scout, study and comprehend their problems and motivations.<\/p>\n\n\n\n<p>A better understanding of their pain points will let you frame email content that addresses their issues in an effective way.<\/p>\n\n\n\n<p>With clear buyer-persona, you can frame an email marketing strategy that builds trust and increases brand recall by focusing on writing a relatable and engaging email copy for your email campaigns, which help your targeted recipients derive value faster.<\/p>\n\n\n\n<p>Before creating an email marketing strategy, every email marketer needs to know how an&nbsp;<a href=\"https:\/\/www.saleshandy.com\/blog\/cold-emailing-funnel\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing funnel<\/a>&nbsp;works because you should have a clear idea that in which stage of the funnel your recipient or prospect is<\/p>\n\n\n\n<p>Talk about your core values that the targeted buyer persona can relate to the most and how those values contribute to the buyer persona\u2019s goals.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.saleshandy.com\/blog\/wp-content\/uploads\/2019\/04\/image3@2x.jpg\" alt=\"Create an effective email marketing strategy\"\/><\/figure><\/div>\n\n\n\n<p>Also, it would help you better program your email touch points, ensuring that you initiate a value-adding conversion at a time and point in the customer journey wherein the potential customer would be willing to have the targeted value-exchange.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Betteralignment\"><span id=\"Better-alignment-of-email-campaigns-with-the-buyers-journey\">Better alignment of email campaigns with the buyer\u2019s journey.<\/span><\/h2>\n\n\n\n<p>For increasing your chances of converting a visitor into a buyer, you need to understand their journey from their point of view.<\/p>\n\n\n\n<p>The buyer\u2019s journey is the process potential buyers go through while they get in contact, measure and then eventually purchase your product or service. There are many blogs out there who will talk about a 5 or 6-stage buyer\u2019s journey, but the whole thing can be summarised into noticing, considering, and purchasing.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>In the noticing or awareness part, a buyer finds out about his problem and starts looking out for solutions. He is aware of it, therefore they need to look out for ways to overcome their needs.<\/li><li>From here, the buyer goes into consideration, researching his options. For example, if he\u2019s looking for new lightbulbs, he will research into those and he\u2019ll make sure he\u2019s getting the best solution for his money.<\/li><li>Finally, the purchasing part is the most important one, because this is where you want your buyer to take action in your favor. At this stage, a potential buyer will take everything into account, including shipping, reviews, etc. while narrowing down between the options shortlisted during the consideration stage.<\/li><\/ul>\n\n\n\n<p>Having a well-defined buyers persona will help you frame value adding emails for customers in each stage of the buying journey and get them to follow your call to action.<\/p>\n\n\n\n<p>It will also enable you to create automated drip email campaigns where you can set trigger events that send emails to potential buyers who are at a certain stage of their buying process and increase the scale and effectiveness of your email marketing efforts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Frameand\"><span id=\"Frame-and-send-personalized-email-copy-that-has-high-open-rates\">Frame and send personalized email copy that has high open rates<\/span><\/h2>\n\n\n\n<p>In the era of fast-paced email marketing campaigns, the difference between a successful and a bad campaign stands in the personalization. Having apt knowledge of your buyers will help you personalize and send out great email copy which a given buyer persona can relate to, at a specific stage of the buyer\u2019s journey. This in return will award you with higher opening rates and, of course, more customers. Having an exact idea of stages of the buyer\u2019s journey will help you understand them in detail.<\/p>\n\n\n\n<p>Below we have covered some key pointers that one should keep in mind while framing and personalizing email copies at the three stages of a buyer\u2019s journey:<br>1. Awareness<br>2. Consideration<br>3. Purchase<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span id=\"Awareness-Stage\">Awareness Stage:<\/span><\/h3>\n\n\n\n<p>In the awareness stage, a buyer should get aware of his problem and how a solution to their problem exists. It is your first point of contact with the buyer, so make sure you write an introduction to the solution that you\u2019re providing, using elements that your targeted buyer persona finds relateable.<\/p>\n\n\n\n<p><strong>Email Type<\/strong>: Soft Promotion<br>An email that articulates your expertise in the field and your ability to give a solution to their problem with some basic information about the product or service would be apt to engage a targeted prospect at this stage. The recipient is discovering his problem and might find your emails spammy if you promote too much of your features.<\/p>\n\n\n\n<p>For example, if you are selling a lawn mover then at this stage don\u2019t talk about the mover instead talk about the prospects field and gain trust.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span id=\"Consideration-Stage\">Consideration Stage:<\/span><\/h3>\n\n\n\n<p>In the Consideration stage, the buyer would be considering between different options that would help them solve their problem. While they are narrowing it down, they want to know what added advantage they have by using your product over any other. You need to answer the question, \u201cWhy should I choose you?\u201d at this stage of your buyer persona journey.<\/p>\n\n\n\n<p><strong>Email Type<\/strong>: Hard Promotion (Relatively)<br><br>You need to communicate with them regarding the points of differentiation that gives them added value as well as makes them trust your partnership. You can also mention the specifications and features of your product. At this stage, they are carefully listening to everything that you say in order to consider your product over any other. Following up in this stage gives your buyer a motivational push.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span id=\"Purchase-Stage\">Purchase Stage:<\/span><\/h3>\n\n\n\n<p>Purchase Stage: At this stage, your customer is already convinced that they want to buy your product. Your mission is to get the customer comfortable using your product. This stage is where your buyer will decide whether to become a loyal customer or shift to your competitors. It is crucial to make them delighted and glad that they chose you.<\/p>\n\n\n\n<p><strong>Email Type<\/strong>: Deliver Delight<br>In this stage, you need to communicate with them regarding the payment process, the outline of onboarding and know-how that provides them with a quick and easy win at first. Also, you need to solve any query regarding the product\/service that they might have. This would leave a long-lasting impression on your clients and help you retain them for a longer period of time.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.saleshandy.com\/blog\/wp-content\/uploads\/2019\/04\/image4@2x.png\" alt=\"Frame and send personalized email copy that has high open rates\"\/><\/figure>\n\n\n\n<p>There are few to-dos that you need to make sure of regardless of what stage your buyer persona is at. These factors will work as your go-to guide for writing an effective email. They are as follows:<\/p>\n\n\n\n<p>Start with a killer subject line, explaining why people are left behind or are at a disadvantage without your product. Really make them think about the line you put as a subject because if they take 3 seconds to think about it, chances are they\u2019ll eventually click on it.<\/p>\n\n\n\n<p>Once they\u2019re in, let them have a great copy to read and enjoy. Take your time and do your research well and, with a great buyer\u2019s persona at hand, write an email that your targeted persona can relate to and set specific motivational triggers to induce conversions.<\/p>\n\n\n\n<p>If you have a segmented email outreach list which is long then it is better to&nbsp;<a href=\"https:\/\/www.saleshandy.com\/send-mass-email\/\" target=\"_blank\" rel=\"noreferrer noopener\">send a personalized mass email campaign<\/a>&nbsp;using it to increase productivity keeping the required personal touch intact.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Presentand\"><span id=\"Present-an-irresistible-offer-and-ensure-they-follow-CTA\">Present an irresistible offer and ensure they follow CTA<\/span><\/h2>\n\n\n\n<p>Once you know your buyer\u2019s persona, it should be easy for you to come up with an offer they can\u2019t refuse. All you need to do is answer the question \u201cwhat is it that a given persona values the most?\u201d and use your creativity to add it as a <a href=\"https:\/\/www.saleshandy.com\/blog\/cold-email-cta-to-book-more-meetings\/\" target=\"_blank\" rel=\"noopener\">call to action to your email<\/a> message. You need to know if your target audience will be interested in signing up for a free trial of the product or would readily buy it if given a customized offer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Leadthem\"><span id=\"Lead-them-to-a-landing-page-that-has-relevant-persuasion-architecture\">Lead them to a landing page that has relevant persuasion architecture<\/span><\/h2>\n\n\n\n<p>Now that you\u2019ve done all this hard work of knowing and framing the buyer personas, following them through the three phases of buyers journey and eventually have them click on your email\u2019s call-to-action button, the last and most important step is to create a great landing page with a relevant, persuasive architecture for them.<\/p>\n\n\n\n<p>Email marketing has a simple objective: to drive engagement, conversions, and sales. Create a landing page specifically designed for the people who would come on it from your email campaign.<\/p>\n\n\n\n<p>Have relatable elements and engage them using motivational triggers that induce them to follow the intended action. This extra level of care, combined with relevant data and making the prospect feel he\u2019s still in the same story from the beginning, will drastically increase your chances of turning them into clients.<\/p>\n\n\n\n<p>Stories sell extremely well, which is why having a great story on your landing page that the incoming audience from your email campaign can relate to, is crucial for a successful email marketing program.<\/p>\n\n\n\n<p>Doing your homework right can stand between you and the success of your email marketing efforts, so double check everything you think you\u2019re right about before sending out the first email. It\u2019ll all pay out in the end!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing still works like a charm in most domains, playing a major role in today\u2019s business scenarios. But things are always evolving, which is why just sending some emails out to people doesn\u2019t guarantee you will see any results. In fact, without sorting out who gets to see your message and at which stage [&hellip;]<\/p>\n","protected":false},"author":47,"featured_media":37920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","is_display_hero_banner_button1":"","is_display_hero_banner_button2":"","hero_banner_button1_text":"","hero_banner_button2_text":"","hero_banner_button1_url":"","hero_banner_button2_url":"","footnotes":""},"categories":[990],"tags":[68],"class_list":["post-13948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Significance of Buyer Persona in Email Marketing<\/title>\n<meta name=\"description\" content=\"Know how having a clear buyer persona can be the differentiating factor between a successful and a 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