re: The Complete Beginner's Guide to Email Marketing VIEW POST

re: 🤣, No I'm just interested as to how it'd differ for a market in whch there is no bias to a certain age range or type of person and those where some...

Got it. So, for the super market example, there's a few things going on:

  1. The product brands mostly market themselves
  2. The super markets market themselves as being better than the other super markets
  3. You can have more than one "customer avatar"

Unpacking 1. The product brands mostly market themselves.

A brand product such as Oreo is going to market themselves, and people just know to go to their local supermarket to get it, right? Oreo's customer avatars may be:

  • Kids - ages 6-12, male
  • Kids - ages 6-12, female
  • Parents - with kids ages (see above)
  • Etc

They might even break those down even more since kids at age 6 are into different things than kids at age 12.

They'll create individual content targeting each of those customer avatars.

Unpacking 2. The super markets market themselves as being better than the other super markets

I've never worked for a supermarket so I'm not sure how they handle customer avatars, but for the most part I would assume they focus on adults. They could break those into various customer avatars such as:

  • Parents
  • Single parents
  • Single businessmen (and women, as a separate avatar)
  • Etc.

Again, creating unique content for each avatar.

For example, to advertise to single parents they might say "Our supermarket has the best child seats in carts to keep them safe and sound while you're shopping."

To advertise to a single businessman they might say "All of our cashiers are always on hand to get you in-and-out on your lunch breaks."

These would be two different commercials, or ads, or whatever. Each targeting a different one of their customer avatars.

Unpacking 3. You can have more than one "customer avatar"

By now I hope I have explained well enough that you can have more than one customer avatar and all you need to do is create content dedicated to each avatar. Don't try to make generic content to hit everyone. Separate all of your customers into their own types (the customer avatar) and then when you're creating content, focus on one type per piece of content.

Thank you for taking the time to break this down for me, I was still referring more to the online and email area but I can use what I learnt here and transfer it to apply for that pretty easily! Thx!

Create tags for each customer avatar. Use the tagging automation mentioned in the guide and then write your emails based on the customer avatars and send only based on the tag.

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