Not a single person in your audience wants to be clumped into a data pool. We all want to be seen and understood as individuals \u2013 while marketers need to see people in terms of segmented data. The best of both can be achieved by creating audience personas. While an audience persona doesn\u2019t get you to know that Colette likes two lumps of brown sugar with her non-dairy coffee every day, it will get you to know that Colette has her coffee at 10am rather than at 8 or 9 in the morning.<\/p>\n
The question you should be asking next is why is Colette waiting till so late in the day for a brew \u2013 and that\u2019s where your audience persona comes in.<\/p>\n
Colette is a single mom of an energy-driven five-year-old, and she works from home. She\u2019s also a loyal consumer of your brand. Here\u2019s where these two facts meet:<\/p>\n
Our busy single work-from-home mom is up in the morning to check emails before getting the little one ready for school. This is not the time to send her your email campaign even though industry experts are telling you to get that email out first thing.<\/p>\n
The email scans before a school run are just that \u2013 they\u2019re scans where she\u2019s looking for the most critical information. Once she drops her kid off, she\u2019s back at her desk and finally having a cup of coffee. Your job, on the other hand, is to keep holding off on that \u201csend\u201d button. Right now Colette is all about knocking out some tasks during the critical 3-5 hours she has before her son gets back. Right now her focus is on work.<\/p>\n
Colette then picks up her son, tends to him. Maybe it\u2019s time for lunch or a snack. Then she\u2019ll attempt to get some work done, but it won\u2019t happen because she\u2019s distracted by the needs of a hyper-playful five-year-old. You, on the other hand, are getting closer to hitting that send button.<\/p>\n
The next few hours are a tug-of-war for Colette between trying to get things done and trying to be a mom too. Thoroughly exhausted at about 8pm at night, she\u2019s finally have tired out the little one and will be looking for her first real break of the day. She\u2019s now having a tea and biscuit break and investing in herself.<\/p>\n
Now you can hit send.<\/p>\n
At this moment, Colette is exhausted. She\u2019s taking a desperately needed break before she does or does not get back to a few lingering tasks. This is the time she\u2019s going to invest in herself. If she\u2019s going to make a purchase in order to reward herself, now is the time she\u2019s going to do it because (a) she feels she has earned it and (b) she knows she has some uninterrupted time to herself.<\/p>\n
However, if your mom was a stay-at-home mom, the email campaign you would send would be around 9 am after she dropped the kids to school. If your consumer is a mom of a smaller child, then you wait till nap time, which is around 1-2pm.<\/p>\n
Audience personas are key for understanding the psychology that drives behavior. Understanding this behavior means that you\u2019re working in flow with your consumer\u2019s lifestyle, rather than against the grain.<\/p>\n
It is a far more effective strategy to send out email campaigns at different times based on who that target audience is. The content of that campaign may need to change as well. So far example, you might send two women the same email campaign at the same time at 7pm or 8pm. This is generally the time women get to relax, but your goal of each campaign will differ. For the mom, it\u2019s about not feeling like a failure. For the single woman, it\u2019s about feeling successful. Your images should reflect those two tones even if you\u2019re sending otherwise the same campaign.<\/p>\n
Now if you\u2019re sending that to a dad, 8pm at night is the worst time because his family duties have kicked in. The best time to send him anything is during lunch or gym hours when he has a chance to browse uninterrupted.<\/p>\n
The same sorts of adaptations are necessary if you\u2019re catering to a small enterprise or start-up, or even wildly successful entrepreneurs. Both sets of people are at a stage in their life where they\u2019re incredibly busy with high demands on their attention. If you\u2019re going to send them anything, make sure it\u2019s short and sweet, with consistent and timely delivery.<\/p>\n","protected":false},"excerpt":{"rendered":"
Not a single person in your audience wants to be clumped into a data pool. We all want to be seen and understood as individuals \u2013 while marketers need to see people in terms of segmented data. The best of both can be achieved by creating audience personas. While an audience persona doesn\u2019t get you…<\/p>\n","protected":false},"author":309,"featured_media":4689,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[154],"class_list":["post-4688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond","tag-email-marketing"],"yoast_head":"\n