- [Narrator] Customer personas are the heart
of a marketing strategy.
Simply put, a persona is a semi-fictional representation
of a customer.
Ideally, your personas are based on real data
like demographics, behaviors, and goals.
Knowing your customer personas is key to marketing
your brand in a way that your customers
are open to receiving.
There are many ways that email can support
your customer personas because after all,
the same marketing email shouldn't be sent to everyone
in your list.
Let's say one of your personas is called Lacey.
She's a busy mom and has a full-time job and a new baby.
Let's say that you own a yoga studio
and want to expand your student roster,
but you have limited space and can only fit 15 students
in each class.
Lacey lives in your area
and she used to take lots of classes at your studio.
She paid a monthly fee back then.
Now she can only come once a week due to her work schedule
and baby demands.
So she buys punch cards
and comes to class when she can fit it in.
Lacey's life changes represent a loss of yoga
for her at a time when she probably needs it more than ever.
It also represents a loss of income for your studio.
So how do you connect with the Lacey's in your list
with email?
You could decide to create an email series like this.
Introduce the idea of online yoga with Lacey,
sending it to her in email that explains how it would work.
Use this email to intrigue her.
She already has a relationship with your business
and she's more likely to open your email.
This type of strategy wouldn't work
for all of your customers,
but it will work for the Laceys in your list.
Next, you might send a quick survey
to find out what Lacey wants.
Ask about the types of yoga classes,
how long a class should be.
45 minutes at the end of the day
might be all she can commit to right now.
This way, you can personalize the content you send
to this persona and regain her loyalty.
Once you create the classes,
you might start by sending all the Lacey personas
in your email list a free class to see how it works for them
and get them excited about doing yoga again regularly.
The next email you send could include a special offer
for two online classes a week in addition to a studio class.
This will reengage Lacey
and show your support for her specific needs.
That's an amazing way to win a customer for life.
That's a B2C or business to customer example,
but what could your persona specific emails look like
when you have a B2B or business to business strategy?
It's actually quite similar.
Using what you know about the businesses
that you provide goods or services to,
you'll customize the messaging.
If you're a flower grower, for example,
and you supply wedding planners with the flowers they need,
you'll get better results if you help your wedding planners
stay on top of things.
You might consider an email series that includes tips
for keeping flowers fresh in the heat,
or how to transport them safely in big vans, for example.
Whenever you customize your email strategy
to meet your customers, your personas,
you put their needs first,
and that translates into customer loyalty.