If you've done the essential exercise of developing buyer personas for your customers, don't make the mistake of putting them in your desk drawer and expecting them to magically work for you. Personas are key to creating personalized email campaigns that convert – in fact, a MarketingSherpa study showed a 7% conversion rate for a personas-based campaign. Now is not the time to rest on your laurels, insert the “first name” field and consider it personalized. You need to actively apply your personas to create more personal and engaging emails.
Nail Your Email Marketing Strategy
Then take that juicy information you've learned about your target buyers and use it to help you define and grow your email marketing strategy. Zillow is a great example of how you can apply personas to your cell phone number list marketing strategy. Zillow's primary targets are real estate professionals who will post listings and advertise on their site, as well as buyers and renters who will do their research.
However, their strategy with their “Zillow Digs” email campaign aligns with a specific persona – someone, likely a woman, who has an eye for design, thinks about changing space, and likely achieves a slice of target income. By sharing the latest home trends every week, Zillow can capture that character's interest at the top of the funnel, at the awareness stage, before they even consider buying or selling a home.
Slice and dice your mailing list
Did you know that segmented emails have a 15% higher open rate? (More key email marketing stats here.) Buyer personas give you the ability to address everyone on your email list in a personal way – but that won't work if you don't segment your list. The more you can segment your list, the more detailed and relevant you can be in your emails, giving you the attention and engagement you deserve in the inbox.