Do you know who your audiences are?
More importantly, do you know what they want / need from you?
If you do not, writing engaging email content for your audiences will be a challenge. After all, it is difficult to write content for someone you do not know or understand.
That is where buyer personas come in. Buyer persona is a fictional person who represents your ideal customer / a portion of your audience. Their interests, challenges & problems align with your audience’s.
With a persona, you could write more engaging email content that resolves your audience’s problems & speaks to their interests. On top of that, you can use personas to improve your overall marketing!
Bonus resource: Complete your buyer persona as you read this post!
Download our free buyer persona worksheet.
Step 1: Research your target customer
The first step is to do a little research. Researching your audiences will help you make a realistic persona, possibly find interesting details about your customers you did not know before.
By finding commonalities among your best customers, you could create a persona that will help you attract more great customers.
To gather information, try setting up a phone call / in-person interview with anyone you love doing business with. This will let you to ask follow-up questions depended on their previous answers to get even more detailed information.
You can research customers you have had a bad experience with to learn which kind of people are not the right fit for your product / service.
To quickly gather information from multiple people, you can create & send a survey email to your current subscribers.
The survey may ask questions like:
When do you often open your emails?
What questions do you have about [your industry]?
What kind of content would you like to know?
What challenges have you had?
After a few years of using this research, conduct new research to refresh your buyer persona with updated information.
Step 2: Narrow down the most common details
Once you have completed your research, narrow down your results by seeking the most common answers you received from customers & subscribers.
Weed through your research to determine the most important details that will affect how you communicate with your audiences.
For instance, if a majority of people share the same challenge, this will be an necessary detail to include in your persona.
Here’s some of the information you should determine in this step:
1. Demographics (age, job, etc.)
2. Behaviors (skill level, interest in the product offering, how they use your product / service, what they read & watch, etc.)
3. Challenges & interests
4. Email preferences (how often they want to receive the emails, when they open their emails, etc.)
Step 3: Make separate personas
Now that you have narrowed down the most common details about your customers, you could organize these details into separate personas.
To do this, identify people in your audiences with the same challenges and goals & group them into their own category. These different categories can represent different personas.
For example, if you are a fitness instructor, you may have clients who want to increase muscle & gain weight & others who want to lose weight. Since they have very different goals, you should create 2 separate personas for those clients.
If you think that you need to gather more information about a certain persona, go back & do more research to seek the missing information.
Step 4: Give your personas names
Assigning a name to your persona can remind you that you are speaking to an actual person when you write emails. This could help you write more personalized content.
Step 5: Start writing personalized emails
Now that you have a buyer persona with a name, face and details, you can start writing your emails & content with this persona in mind.
Your subscribers can engage with your emails more, because you could create more personal, relevant content for them. (solve their problems!)
If not sure how to write effective emails for your new buyer persona? Download free “What to Write in Your Emails” guide, get more than 45 fill-in-the-blank email copy templates & an email writing course.