Start With Personas Before Email Segmentation [Video]

Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see the full session and more from the summit, completely free.

Email marketing can seem like an ocean to boil. Marketers can start by deciding who may buy, then building personas around them, says Stephen Bruner, marketing manager of vertical markets at Precor. He sat down to discuss that and more with MarketingSherpa reporter Courtney Eckerle. Some highlights from “The Value of Content and Segmentation” include:

  • Why content is invaluable: “Content is really everything that you have as a marketer to address various segments,” he says. “And, of course, your content absolutely has to be aligned with that segment.”
  • A tip: Find out what decision-makers are concerned about personally and professionally, plus what the overall goals of the organization are before building a persona.

To hear Bruner’s full session, as well as all the other great sessions from the Email Summit, just register here.

Heather Fletcher is senior content editor with Target Marketing.