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Email Segmentation

In Q3 of 2018 I noticed that email engagement was declining. Email is an important revenue driver, accounting for 7.95% of 2018 sessions and 11.93% of 2018 revenue. I launched a persona discovery campaign in order to better target customers through email.

RESULTS: Emails segmented by buyer persona resulted in 4X THE ENGAGEMENT of generic emails.

Step 1: Persona Mapping 

A new Hubspot Customer Relationship Management software was implemented in April of 2018. After 8 months of data collection (through form submissions) I was able to map out 5 buyer/ prospect personas. 

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Buyer Persona Mapping - Determine the Target Buyer's:

Motivations  -  Goals  -  Roadblocks -  Behaviors

 

Results - Half Price Banners Buyer Personas: 

  • The Planning Parent: Someone planning for a special occasion. This buyer is exploring options to make the celebration more special and is considering buying a custom product to enhance the occasion. 

  • The Team Player: This persona's manager has tasked him or her with buying custom signage. It's important to this person that the final product be of high quality. 

  • The Client Coordinator: This persona is helping a client grow. He or she comes up with creative but cost-effective ways for companies to sell more products and services.

  • The Best Business Owner: Someone who is promoting your company's brand, products, or events. You know that you need to get your business name out there, but need help with the design process. 

  • The Volunteer of the Year: A coordinator that is helping to promote an organization. This persona's goal is to bring awareness to an event, organization, or fundraising efforts. 

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Step 2: Persona Tagging

The Half Price Banners CRM was filled with tens of thousands of customers- however, only a handful of these customers were tagged as a specific persona. I had to determine quick and easy way to tag customers with personas. I decided to send out the following survey: 

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Step 3:Segmented Email Creation

The survey was framed as a fun way for customers to determine their "Sign Personality." It was distributed via email, blog posts, and social media. 

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Existing customers were invited to answer three questions to determine their "sign personality," and in exchange received a 10% off coupon good for one-time use on HalfPriceBanners.com.

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Two questions were for customers to self-identify their persona. One question was designed to capture more information about the persona so I could deliver tailored content to meet this persona's needs. 

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After the customer completed the survey, he or she was automatically tagged according to his or her persona and added to the appropriate work flow. Results and a coupon code were emailed to the email address provided.

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Example:

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The Best Business Owner

March Newsletter

The Best Business Owner was the persona with the most tags so I decided to start there. This persona identified the design process as the biggest hurdle to in the buying process. I made an informational March newsletter to address this hurdle and sent to customers tagged as The Best Business Owner persona. 

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Results:

  • 28.8% Open Rate

  • 4.1% Click Through Rate

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Compare these results to the generic promotional email sent to all other customers on the same day:

  • 6.4% Open Rate

  • 1.1% Click Through Rate

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The segmented email campaign resulted in 4X THE ENGAGEMENT as the generic email campaign. Further segmentation is still in A/B testing mode. 

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