You get the idea—address the persona’s interests. By extension, you’ll be addressing the interests of your entire segment.

But that’s not all. You also have to think about where the customer is in the funnel.

Let’s continue with the same persona and say he’s in the consideration stage (shown in the buyer journey graphic above).

Since he’s subscribed to your list, you know he’s interested, and your job is to convince him that your products are for him.

Putting all of the pieces together, for this scenario you’d create an email that addresses his interests and is designed to convince him to buy your product.

Then you’d send that email out to your segment. If everything went well, your email should have a high CTOR.

Lifecycle emails are extremely effective in today’s market because the reader feels as if the email was written only for him or her.

And in many cases, your emails may coincide with what your subscriber is thinking.

Look at it from an individual perspective.

Let’s say you need a colored t-shirt. You want to buy one online in January. And you wanted to purchase for a good cause. Oh, and you also wanted a good price.

Then you got this email.

What would you do?