Email Marketing 101: Write Effective Emails Using Buyer Personas (Complete Guide)

Today, we’ll talk about how to get an edge
on the competition by aligning your email marketing
efforts to unique buyer personas to increase sales
and create strong, lifelong customer relationships. I’m Julie from Sleeknote, and in this video
I’ll tell you why your emails aren’t generating the results you were expecting. Before I get started, I’m just gonna
Give you 3 seconds to subscribe so you’ll get an update next time we have email marketing
goodies ready for you. GREAT! Imagine this: You’re in front of your computer,
trying to write an awesome piece of content for your target audience, but you’re having
a hard time finding the right angle. Sounds familiar? This is a common problem among marketers. They don’t know who they’re writing for,
meaning they haven’t considered their buyer personas You might know that you’re writing for fellow
marketers or tech-savvy entrepreneurs, but do you really know who they are and what
they need? Having a profound understanding of your target
audience is critical if you want to write better content,
develop better products, and not to forget: write effective email campaigns. If you’re craving more inspiration on email
marketing campaigns, we’ve created this fundle
(like a bundle but more fun) packed with our favorite email marketing campaigns to inspire
your own. Click here (description) Okay, so let’s dive right in, shall we? Before you can write awesome emails, you
need to find and create your buyer personas. If you’ve already defined your buyer personas,
don’t leave just yet! I’m sure you’ll learn a thing or two
you hadn’t already thought of. There are two types of data you should be
looking at when creating your buyer personas. They are demographic data and
data. Let’s take a closer look at each one. Okay, so demographic data is relatively easy
to find because the information is easily accessible
and can be collected without communicating with
your audience. This data could be age, gender, location,
employment status, and more. There are many ways to research buyer personas
based on demographic data, and my favorites are
through Google Analytics, customer service, and your contact database. You’re probably already familiar with Google
Analytics, so I won’t go into detail explaining where to find all the relevant data. The idea here is to get a quick overview of
the basic demographic data of your audience,
in this case—your sessions. Here you’ll see an overview of your audience’s
demographics such as age, gender, and location, which will be the foundation for your buyer
personas. Now, I say buyer personas in plural because
you’ll most likely need to create more than one buyer
persona. So, create multiple buyer personas that you
can target with personalized content, rather than
target one buyer persona with generic content. Okay, where else can you find information
on your buyer personas? Your customer service department. Hallooo, customer service, this is Steve. They’re sitting on a true pot of gold when
it comes to customer insights. They’re the people who talk to your customers
every day and learn about their problems and challenges. Ask them what generalizations can be made
about your customers through the interaction they
have with your team, and if there are any recurring
trends to be discovered. Next, you should look to your contact database. Your contact database—or your contact management
system—is a great place to discover demographic data about your leads and customers. You might be interested in knowing what type
of business they’re in, or what actions they’ve
taken with your business. Dive into the data you already have on your
contacts, and search for trends and see if there are
any generalizations to be made. You’ll be surprised how much you can learn
by going through existing data, and how you can use
this data to create or refine your buyer personas. Okay, so that’s how you find demographic
data, now, let’s move on to psychographic data. Psychographic data can be harder to find,
but it also has more value for your business. This type of data allows you to connect with
your audience on a deeper level, and create content
that resonates with them. Psychographic data includes the attitudes,
interests, and values of your audience. Let’s take a look at ways of collecting
psychographic data for your buyer personas. First, we have email replies. The era of no-reply emails is over—or at
least it should be. You should always encourage your audience
to respond to your emails, whether it’s through
direct questioning or a subtle allusion. Many marketers have begun asking these
types of questions in their emails to get to
know their audience better. You can also ask for feedback when customers
churn when or potential customers don’t convert
into customers. Today’s Pro Tip? Getting people to respond
to your emails also improves your deliverability and
reduces your spam score. Pretty awesome right? Next on the list of psychographic treasure
chests, is Reddit. Reddit is a killer resource when it comes
to gathering consumer insights. You can find information on ANYTHING. By searching for keywords related to your
product in subreddits, you can see what’s most important to your audience and
what they’re struggling with. For instance, there’s a popular subreddit
called r/askwomen where women ask each other all kinds of questions from career
advice to cleaning tips. I tried searching for: cleaning, and I found
that most of the cleaning posts are requests for
cleaning tips and hacks. As an online store selling cleaning products
or cleaning equipment this would be a great topic
to address in the content you’re publishing. If you combine this information with your
demographic data, you can create targeted cleaning guides for specific buyer personas
based on this data. Lastly, we have Quora. Quora is the rallying of questions. You can find a question—and an answer—to
pretty much anything on Quora. Let’s say you run an e-commerce store
specializing in running equipment. You could use Quora to search for specific
topics on running and see what comes up. For instance, if you search for marathon,
you’ll find that a common question related to this topic is
how to prepare for a marathon. If you provide your marathon-enthusiastic
buyer persona with information on this, they’ll
be much more likely to convert into repeat customers. When you’re collecting psychographic data
you should pay close attention to the exact words
people Use because you’ll need it when you’re
creating targeted content. Now let’s have a look at how you use
this data in practice. Once you’ve created your buyer personas
based on the data you’ve collected, it’s time
to customize your email content to these personas. It’s no longer enough to let your audience
know you understand them and can help them solve their problems. You need to communicate with them in the language
they use if you want to connect with them. And by language, I don’t mean English, Spanish,
or Chinese. No, I mean the TYPE of language and the WORDS they use. Dollar Shave Club, for example, differentiate
themselves from their competitors by speaking like their customers. No one likes a dirty razor right? Every aspect of your email from the subject
line all the way to the PS needs to be consistent
with your brand’s voice, and how you want to
communicate with your specific buyer personas. Another important aspect is to be unique. Now, I know we say this a lot at Sleeknote,
but being unique is the best way to stand out
in your reader’s overcrowded inbox. One of my favorite authors on this subject
is André Chaperon. André writes email sequences – like you would
write a TV series like “Lost.” – He refers to this as a “soap opera sequence.” In every email, he asks big open-ended questions
that you don’t know the answer to. And by email seven you’ll have 40 unanswered
questions, opening every email expecting the answers. Sometimes you get them, and sometimes you
don’t. With this tactic, you can make your open rates
go up for every email you send. Pretty amazing, right? The key to a successful soap opera sequence
is sending: the right email…
to the right person… at the right time It’s all about relevance. Lastly, let’s talk images… According to 3M, we process images
60,000 times faster than text. AND, 93% of consumers consider visual
appearance to be key when making a purchase decision. This information alone should convince
most marketers to include images in their email campaigns. But listen up… you can’t just include
images and expect your conversion rates to skyrocket. If you’re using images in your email campaigns,
you have to include the RIGHT images. Once again, it comes down to relevance. Does your buyer personas respond well to
images, and if so, what images? Here’s an example from Topos Designs. They know that one of their buyer personas
is an active outdoors person. So, by including an image of a product in
use and a strong testimonial, they address the
pain points or concerns, their audience might have
about the durability and cleaning of the product. If you include images in your email campaigns,
make sure they’re there for a reason. Don’t just add them because they look good. Images are just like words—they need to
be relevant and support the story. Otherwise,
they shouldn’t be there at all. Creating targeted email campaigns for your
buyer personas is hard work, but if done right,
you’ll not only increase your bottom line but also create
stronger relationships with your audience. When every email is relevant to the receiver,
more of your emails will be opened and clicked—meaning more money in the bank. That was all from me today. Obviously you’re DYING to start implementing
all of these amazing tips, but before you do anything: Hit subscribe right here. You
don’t want to miss out on even more invaluable hacks – I promise. And if you want to learn more about aligning
your email marketing to your buyer personas and see more examples, just click this floating
box. See you next time fellow geeks!

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