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Putting it in Practice

Now that the online travel agency knows who it is targeting for its upcoming cruise it can develop emails to meet the needs of all four personas. For example:

Davis Buffington's email
Subject line: Your exclusive grand suite awaits - 5 day luxury Bahamas cruise

Elizabeth Thompson's email
Subject line - Enjoy a relaxing 5 day cruise to the Bahamas

Jennifer Morgan's email
Subject line - Bring the whole family! Great deals on 5 day Bahamas cruises

Edward Michael's email
Subject line - Relax, we'll take care of the details for your 5 day cruise to the Bahamas

The online travel agency can easily segment its list so the right subscriber gets the right message. Using the profiling data captured during the opt-in process and the subscriber's purchase history, engagement level (opens, reads, clicks), online activity, etc., it can build a detailed description of each subscriber.

Then, using a profile filter system, such as the one built into Listrak, it can filter its subscribers based on their profiling attributes. The structure of the filter will help the agency identify the Buffingtons from the Morgans.

For example, a subscriber with the following profiling attributes would receive the email put together for Davis Buffington:

It's important to note that you should always assign one of your messages to be the default version in case a subscriber doesn't fit into one of the categories. However, if you capture the right data during the opt-in process and continue to build subscribers' profiles with each email campaign that you send, you will have enough data available to send highly targeted and relevant campaigns. To learn more about data capture, read Listrak's white paper "Improving Relevancy of your Email Campaigns: Simplify Data Capture with Dynamic Profiling"

Following this process and building subscriber personas will help you create engaging email campaigns that speak to your subscribers personally. Your campaigns will generate higher conversions and you'll be able to accomplish your goals without spending too much time mining data or creating too many different versions of your email campaigns. If you need additional information our experts are here to help. Contact us to learn more.