Stuart Gentle Publisher at Onrec

Crafting Buyer Personas for Laser-Focused Email Outreach

The world of digital competition is growing more intense with every blinking cursor.

However, email marketing strategies remain one of the most valuable tools for successful marketing strategies. A canned email mass mail with a huge number of receivers once was effective. Nowadays at best, such action is regarded as spam. It is fundamentally important to conceptualize buyer personas, which are vivid representations of your ideal customers, to connect on the level of emotions with your prospective consumers and to ultimately attract their attention. Build messages on your marketing emails that will have the most power possible by basing them on the buyer personas that provide detailed information about the targets’ preferences, behavior, and pain points. There may be more chances to personalize the content and it may be more appealing if you have a clear idea about your audience's needs and interests. More users open and even click on the mail so are more likely to convert into customers.

Understanding the Importance of Buyer Personas:

The use of buyer personas is one of the key schemes that give marketers a deeper knowledge of their target audiences. By the way of creating precisely targeted personas, you can make discoveries of consumer needs and likes as well as scenarios where they become motivated the buy. This knowledge will make you able to run emails about targeting your audience and in turn raise engagement/conversion rates. In particular, instead of a prospective general email featuring an item, you could implement customized campaigns that identify specific pain points or interests of diverse shopper types. This implies that you will need to write customized emails because generic emails will not get you anywhere. At this point, the audience gets the same level of customization that leads to trustworthiness and credibility and gets the possibility that they will take the needed action to filter the data provided as well as get accurate results.

Step-by-Step Guide to Crafting Buyer Personas:

1. Conduct Market Research:

"The dispensation of the data collection process could be done using different approaches, including survey questionnaires, website analytics, and insights emanating from social media. While working with the data, it is paramount to notice patterns as well as trends so that the qualities and features that tie the target audience together can be determined. Moreover, you probably will assess the demographic statistics that would include the age, gender, place of living, and employment opportunities of your audience as well as their interests and preferences" says, Michael Clarke, Director at Watermans.  Moreover, it is also advisable to employ a technique such as conducting interviews or focus groups to collect qualitative information related to the potential requirements and challenges of your audience.

2. Segment Your Audience:

According to Gerrid Smith, Founder & CEO of Fortress Growth, "After the data collecting process is completed, create groups of audiences with different criteria such as demographics, habits of purchase, the nature of interests, and anything else needed to analyze. Upon accomplishing this division, you will be able to come up with more specific buyer personas. Such personas will make it easy for you to personalize your email marketing messages by sending them to the intended audience only. For example, you could create different buyer personas targeting conscious consumers who are looking for green eco-friendly items along with another type of buyer group that is more value-oriented and prefers items that are of higher quality and can last longer. Firstly, choosing the most relevant emailing subject and the email content that concerns each group separately is an important step for audience segmentation."

3. Identify Pain Points and Challenges:

Among the first and most important steps in the process is finding out about the problems and difficulties that your audience faces. Why would a community need such a program in the first place? What is the community trying to address by launching such a program, or what is the problem it is trying to solve when it comes to it? Billy Webb, Managing Director at vapejuice says, "It would become clear for you to develop those products or services to the point where they help your target customers achieve their desired outcomes. For instance, if the crowd of people to whom you address are proprietors of small businesses, you can explore that their biggest challenges have something to do with the poor management of time or poor financial management. You could also attain this by establishing a good public relationship with your audience and showing them that your product/ service can solve the identified pain areas." 

4. Determine Goals and Objectives:

“Analyze the target audience's goals and objectives and try to define them before formulating your plan. Alternatively, they may wish to improve their productivity and reduce the task's time, or money” asserts, Tiffany Payne, Marketing Manager at iFlooded Restoration. “Throughout history, leaders and their roles have always been subjects of debate. As to you now knowing their goals will make your email marketing strategies personalized and well-targeted since you will be communicating their objectives and motivations. For example, if it is mentioned that the people who are part of the audience are professionals who are hardly going to get a time-out, you might focus on the time-saving (very short time) benefits that your product or service offers. The impact of your campaigns on success and as well as on relevancy can be tapped into by fitting the content of your emails with your audience's goals" Tiffany adds.

5. Analyze Buying Behavior:

"Explain the customer behavior of your audience among your sales to comprehend their taste and purchasing habits. How is the product/service search conducted by the customers and what is the role of marketing and promotional aspects in it? Use this data to plan email marketing blasts designed to guide customers through the path of a completed purchase.” explains, Andy Fryer, Co-Founder of Easy Signs. He gives an example of how to do this if the main audience of your emails is those who are more interested in online researching and analyzing products before purchasing, you might need to incorporate customer reviews and testimonials into your emails. You can hope to build your brand metrics like trust, credibility, and connectivity the more your community members benefit from the right info you share that helps them to make smarter choices. The end outcome will be more customers as adults would prefer to shop or make transactions with the help of technology.”

6. Create Detailed Persona Profiles:

Jessica Shee from iBoysoft says, "Having done your research and split the audience by the groups, it is time for you to develop the complete portfolio for each of these important groups you have identified. You need to name each character, his job title, and his age, and also should you mention his interests, career aspirations, and problems, as well as the preferred way of communication. Let’s say that the more precise your personas are, the better you will make your email campaigns tailored to the requirements of your target audience. To illustrate, create a persona such as "Savvy Sarah," a digital-savvy millennial who has a strong desire for innovation, and another persona called "Busy Brian," who is the proprietor of a small business and is considering adjusting his schedule. You will not only be creating the persona profile in-depth, but you will also be able to get all the things the group is concerned about as well as know their requirements and preferences."

7. Craft Personalized Email Content:

"When you are done with the construction of buyer persona you should use the same when creating the content of your emails. To make certain that you have the right messaging, expressions, and offers tailored to the preferences of each persona, you will have to adjust to them instead. This Mailshot gives more opportunities to catch the audience's attention and to increase engagement using personalized emails” suggests, Oliver Capon, Operations Manager at Smart Detectors. For example, you can develop targeted email campaigns that are adjusted to cover the various needs of a certain customer type target group, or any other area of interest, in addition to customer discounts for environmentally friendly goods, consumers may also be offered the possibility of a carbon offset purchase. Producing customized email content that resonates with the requirements and interests of your subscribers, sets an engaging tone. Such clear plans will help you get a better grip on the effectiveness of your campaigns which will thus drive higher rates of engagement and conversions", Oliver adds.

8. Test and Iterate:

Employ A/B testing, so, you can test different subject lines, email content, and calls-to-action in your campaign. You can do this by checking email campaigns’ performance regularly. Maximize the information available to your audience and consequently the effectiveness of your email marketing campaign as you repeat the efforts in the future. On the other hand, "You can allocate some part of your budget and attention to researching the best kind of content formats that engage your audiences most, or spend your time trying out different subject lines to find what messages reach every persona in your buyer base. It will be possible for you to channel the maximum impact of your email marketing campaigns to meet your goals; this will call for consistent testing and improving the strategies over time" says, Chase Hughes, Founder of ProAI


The fact that it is almost impossible to reach the people you want to who are bombarded with various emails in today’s competitive digital market, everyday life generic methods of email outreach do not suit that continent now. By making buyer personas and abridging email marketing strategies to the audience’s members' insights and preferences, you will find an easy way of increasing your response and producing talking points that are laser-focused. It is important to try to do various market research, segment your audience into several parts, and create personal email content that is provoking and helpful to each persona. By personalizing email communication in a way that is audience-centered approach, you will reinforce your relationships with them, boost your conversion rates, and finally lead your business to thrive.