7 ecommerce buyer personas to target during the holidays
The holidays are just around the corner, so now is the time to start thinking about your holiday marketing strategy. When planning your strategy, your very first step should be creating buyer personas to better understand who your customers are.
A buyer persona, according to Ardath Albee is a composite sketch of a key segment of your audience.
The more you understand about your personas, the more targeted you can get. If you don’t know how to build a buyer persona, check out this great post Shopify wrote.
With buyer personas, you’ll be able to center your email marketing strategy around your customers by segmenting based on their past behavior.
Here are 7 buyer personas that you can target during the holidays:
1. Alicia the deal chaser
Behavior: Alicia is a deal chaser. She has purchased in the past but only when there was a discount involved. Although Alicia is a customer, she has no loyalty to your brand. She’s all about the deals and will drop you like a bad habit if she doesn’t get one.
Strategy: Black Friday and Cyber Monday are two of Alicia’s favorite holidays. Just because you’re offering a holiday promotion doesn’t mean she’ll purchase (remember, she has no brand loyalty). You have to grab her attention. Here are a few things to help you grab Alicia’s attention:
- Target Alicia with an email that highlights the promotion in the subject line.
- Pair your email with social to expand your reach using Facebook custom audiences. The more she sees your promotions, the more likely she’ll buy.
- Use past data to find her general purchase budget and show them the relevant deals first.
2. Ricky the last minute shopper
Behavior: Ricky is a busy bee and typically waits until the last minute to get his holiday shopping done. He mostly does his shopping on his mobile device.
Strategy: We predict that Ricky is going to wait until the end of your holiday campaign to purchase. Creating a sense of urgency in your campaign will help push him across the finish line. Here are a few tips on how to engage with someone like Ricky:
- Add urgency to your subject lines. “Last chance to purchase.”
- Create a clear call-to-action in your email. Ricky doesn’t have time to search for your CTA.
- Pair your email marketing with Instagram using Facebook custom audiences.
- Offer faster delivery options such as next day or two-day shipping.
3. VIP Phil
Behavior: Phil is one of your best customers. He purchases frequently, opens all your emails, and is extremely loyal to your brand. Phil is a rockstar.
Strategy: So treat him like one. Go the extra mile to make him feel extra special. Here are a couple ways to do that:
- High personalization. Try using Phil’s first name in your subject line or the content.
- Reward him during the holidays with a VIP discount.
- Use Phil’s data from past purchases to recommend products that you think he’d like.
4. Brian the browser
Behavior: Brian frequently browses but rarely buys. Maybe he’s added something to his cart but ended up abandoning it. You’ve tried to present him with hefty discounts but for some reason he just won’t pull the trigger.
Strategy: Brian just needs a little attention. Here are a few ways to help turn Brian from a browser to a purchaser:
- Create a browse abandonment email that triggers when Brian views a product and fails to purchase. To learn more, check out the 5 do’s and don’ts of browse abandonment emails.
- If he abandons his cart, send them an abandoned cart email that features the product he left behind.
- If none of these work, try getting feedback from him to understand the cause of not buying products. You can do this by sending Brian a survey with an incentive attached. If he fills it out, give him a discount or gift.
5. Jon the holiday shopper
Behavior: Jon only purchases between the months of November and January. We call Jon a holiday shopper. He holds out until the holiday campaigns come around and then pounces.
Strategy: Take what Jon purchased last year and use that information in this year’s holiday campaign.
- Did Jon purchase for himself or someone else last year? Take what he purchased and send him a campaign that recommends a similar product. Sweeten the deal with a discount.
- Jon might be on a budget. You can segment based on his average order value and recommend products within his price range.
6. Pete the super fan
Behavior: Pete likes to recommend your company to friends and family. He’s also left a few positive reviews online. He’s your biggest cheerleader.
Strategy: Treat these customers similar to your VIP’s during the holidays.
- Send Pete a thank you email for his continued support and positive reviews.
- Personalize your content. Try including his first name at the beginning your email.
- Give him a gift or discount to show him you care.
7. Parker the impulsive shopper
Behavior: Parker browses frequently and makes sporadic purchases. When he does make a purchase, he’ll buy a lot of inexpensive, complementary items before checking out.
Strategy: Parker is impulsive. He might find something he likes but will end up purchasing way more than he intended to. There are a few ways to engage with Parker:
- When sending your holiday email campaign, include dynamic product recommendations based on past purchases.
- If Parker purchases, send a thank you email that includes some cross product recommendations. If he purchased a t-shirt, then he might like to see the shorts that match it.
- Pair your emails with social and show him your best sellers that are not very expensive. You can do this by pushing a segment to Facebook. Check out these 6 segments you should be sending during the holidays to learn more.
The holidays are coming up and that means that you should be working on your holiday campaign. You don’t want to send the same message to all your subscribers.By creating targeted buyer personas you can send targeted messages that will help you convert browsers into buyers.