How to Create Buyer Personas for Email Marketing

Some of the most important data your business has is your customer data.

It tells the story of who buys from you, what they buy, and how they buy.

If you’re like a lot of small businesses, you have a lot of customer data that’s just waiting to be used effectively.

From basic demographic information to extensive analysis of a visitor’s site use, that data is ripe for picking.

But figuring out how to target people like your customers can be challenging if you don’t know where to start.

Buyer personas are one way you can use your customer data to improve conversion rates.

Read on to discover why you need to create a buyer persona, how to put together those personas for your email marketing campaigns, and how to use personas across different industries.

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Why create a buyer persona for email marketing?

A buyer persona is simply a characterization of your best (or worst) customers.

Buyer personas can help you create customized and personalized email campaigns that convert subscribers into customers.

Why is this important?

Personalization is one of the top email marketing best practices for many reasons:

  • A personalized email message can increase your click-through rates by 14%, and it can increase your conversion rate by 10%.
  • Personalized web experiences, like emails, can generate a 20% average increase in sales over non-personalized emails.
  • Nearly 75% of marketing professionals have seen an increase in customer engagement since switching to personalized emails.

Knowing how your customers shop is critical to putting together an email marketing campaign that drives traffic and growth. Let’s look at how to do that.

How to create a buyer persona for email marketing

Putting together your customer data in a useable format is one of the biggest challenges for small businesses. Thankfully, buyer personas provide the perfect avenue for using that data.

1. Understand your demographics and target market.

Before you can create a buyer persona, you’ll need to know who buys your products or services.

Start by analyzing the data you have for your current customers and look for trends in the information.

Practical demographic insights include:

  • Age: there are generational differences in how people use email. For example, millennials prefer email over text and chat options, and a quarter of gen z checks their email when they wake up.
  • Gender: men and women read and interact with emails differently. Women are about 15% more likely to reply to a B2B email than men are.
  • Family situation: targeting single people is different than targeting a married couple with two children. They have different needs and purchasing patterns.
  • Geographic location: where people live impacts where they shop. If you operate exclusively online, take note of where most of your customers live.


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