Email marketing terms

Stay current and expand your digital marketing knowledge with our list of common email marketing terms.

Persona/Buyer persona

A buyer persona is a detailed chart that includes the characteristics of individuals representing a target market. Companies research to learn the details of types of buyer personas to better tailor products and marketing materials, from social media posts to email marketing campaigns, to meet their customers’ needs. While one buyer persona may prefer a product with all the bells and whistles and doesn’t mind paying more, another could seek something that costs less and delivers basic functionality.

Companies also leverage buyer personas templates to save time and seamlessly organize buyers’ attributes like perspectives, goals, and interests. With those characteristics defined, email marketing professionals map stronger marketing strategies to drive conversions and increase brand awareness.