Marketing teams are always on the lookout for new ways to both
customize and personalize their email marketing campaigns. Why?
Because these methods help retain your subscriber’s
To do this, you need to know who your subscribers are, why
they’re interested in what you have to offer, and what personal
solutions they’re looking for.
While many marketers already utilize a variety of demographics
to help them create an ideal customer profile, there’s another
method that marketing teams should be considering: marketing
Defining marketing psychographics: How are they different from
Believe it or not, many marketing teams already include several
marketing psychographics in their ideal customer profile without
even realizing it; however, they’re often confused and
categorized as demographics. So, before diving into marketing
psychographics, it’s essential to know the difference between
those and demographics.
Demographics: these are usually categorized as
personal information of each subscriber. This information can
include age, income, gender, etc. These help you to
segment your emailing list. This ensures that your readers are
only getting the most relevant information possible.
Psychographics: marketing psychographics work
in the same manner. However, they’re more detailed than the basic
segmentation categories. Instead, they dive into the habits,
interests, values, and other preferences of your email
Marketing psychographics can help your marketing team define who
your ideal customer is. This is done by asking important questions,
Why? – Why is this person looking into
What are their beliefs/values? – Why are
they looking into my vegan nutrition options as opposed to my
How? – What solutions have they tried in the
Of course, these are only a few of the questions you may ask.
However, you can see how these factors are considerably different
from the standard demographic questions used to identify an ideal
customer. Instead of the basic information, you want to consider
taking this to the next level. This means getting to know their
personal tastes, behaviors, and personality traits. A good example
of marketing psychographics is a client questionnaire.
How to utilize marketing psychographics to create a detailed
Since marketing psychographics tend to include very personal
customer information, many marketers are left scratching their
heads. They aren’t always sure how to gather this information
without coming off as intrusive.
The good news is that there are plenty of ways to get to know
these intimate details without coming off as nosy.
Revising your current buyer personas
The first place you want to head to is your current
personas. You should’ve defined your customer personas when
you first built your marketing strategy. Having these personas on
file will help give you a basic idea of who you’re trying to
reach. From there, you want to start asking: how am I going to
The “how” should consider what the best way to appeal to each
of your customers is. You want to consider their needs,
- Emotional needs
- Intellectual needs
- Physical needs
- Familial needs and more
These are all necessary for trying to find the best ways to
present your solutions to potential customers. For instance, if you
already know that your current demographics show your ideal
customer is between the age of 25-35, you already know quite a few
details. These individuals are considered busier and in need of
“quick” and “simple” solutions that can be easily
maintained with little effort. From a marketing psychographics
standpoint, that would tell you that you’re looking at a customer
- Values their time/time-saving solutions
- Their lifestyle can be categorized as “on the go”
- Their attitude is that the solution should be simple, yet
When trying to incorporate marketing psychographics into your
customer profile, it’s essential that you start with the
information that you already have. There’s plenty of research out
there to aid in learning more about your current customer personas,
so don’t feel like you have to start over from scratch.
Pew Research Center
Once you’ve taken time to evaluate your current buyer personas
and you still feel like you don’t have enough information to
utilize marketing psychographics in building an ideal customer
profile, then you’ll want to turn to your social media and other
Analytics can tell you quite a bit about your ideal customer by
showing you who’s interacting with your current content and how.
While this helps you create the best content to suit each person,
it also gives you a more in-depth look into who your ideal customer
For example, Facebook’s insight tools can help you narrow down
the most basic demographic information from your current audience
members, such as their age and gender:
It can also be helpful in identifying your target audience
member’s general interest as well:
By utilizing this information from your various analytics and
insight sources, you can start to really build up your customers’
habits, lifestyles, and so much more. This will help you not only
get to know them better and build up a more detailed customer
profile, but will also help you create content that drives real
action from them.
Customer feedback surveys
Now, if you still want to get to know more about your ideal
customer and the previous two steps haven’t given you the
in-depth answers you were looking for, then there’s no better
source to turn to than your customers themselves.
Customer feedback surveys are an excellent way not only to ask
for feedback to improve on your communications and products, but to
get to know exactly who your ideal customer is. Now, where many
marketers go wrong is thinking that these surveys must ask personal
questions in order to give them any real information. That
couldn’t be further from the truth. In fact, a simple product
review could help you really get to know your ideal customer in
several different ways.
For example, let’s take this customer feedback survey from
From this survey alone, you can gather information on the style
preferences of your customers, quality preferences, and so much
more. Even better, this particular survey gives the customer a
space to leave their own unique feedback, which can help you gather
more personalized data without having to ask for it directly.
Now, if you’re concerned with sounding too nosy, you can
always ask your customers to fill out a personal preference survey.
This is an excellent idea for those who are looking to send the
right content to each member of your customer list. One way to do
this is by asking your current subscribers to “update” their
Really Good Emails
This allows you to gather more personalized information without
sounding nosy. Instead, you’re showing your customers that you
care what they prefer and only want to deliver what they want to
Once you’ve started gathering the information from the sources
above, you need to start putting it to good use. However, you
don’t want to start throwing new tactics into the mix without
taking the time to test them out properly.
A/B testing is a great way to start testing out the
psychographics you’ve started collecting. While the testing
won’t necessarily give you more details on your customers,
it’ll tell you how they’re reacting to your new methods before
you fully implement them. For example, look at the two variations
in the CTA in the email below:
We’ve got “read more” in the example on the right and
“get the formulas” in the example to the left. Based on the
result of the A/B test, we can learn a little more about how the
ideal client thinks when presented with information on email
Those who prefer the term “formula” may have a more analytic
approach to their mindset, while those who choose “read more”
may have a more inquisitive mindset. What does that tell us?
Analytical mindsets are searching for solutions, while inquisitive
minds are looking to expand their knowledge.
Each of the methods that we’ve talked about can and will help
you gather marketing psychographic information from your current
customers. When compiled and analyzed correctly, they can help you
create a much more in-depth customer profile, which will result in
you being able to address their specific needs on an entirely new
Remember, if you’re looking to gather more psychographic
information on your clients, start with these methods:
- Reevaluating current customer profiles
- Social media insights/analytics
- Customer feedback surveys
- A/B testing
Curious how you can take your email marketing to new heights?
Consider reading our
modern guidebook to email marketing.
Marketing Psychographics What It Is and Examples You Can Use
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Source: FS – Email Marketing Blogs!
Marketing Psychographics What It Is and Examples You Can Use