Target audience analysis

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The key factor of success is understanding your target audience. Without a deep analysis of the target audience, it is impossible to build effective communication and implement the product.

Let's look at the basics of customer research and monetizing that knowledge:

Data >Designation How to use in mailing
Pain What aspects of their lives cause professors edu email addresses dissatisfaction? We reflect their problems in the message. We emphasize the possibility of positive changes in the situation.
Needs What goals do they strive for, what changes do they want? We explain how our product will eliminate their difficulties and help them achieve their goals.
Objections and barriers Reasons for refusal to purchase Working with customer objections
Other data Age, gender, geolocation, income We build communication in a format that is understandable and familiar to the audience
In communication, we focus on solving the client’s problems, and not on the product itself.

Example: we teach IT skills to young people aged 20–25 from the capital.

Pain Recent graduates or final year students. Not financially independent. Have difficulty finding a first job and earning an income in a city with a high cost of living Tired of financial dependence? Do you dream of your own income, but are worried about the lack of experience? The solution has been found: many technology companies offer positions to entry-level specialists after our courses
Needs Strive for financial independence The IT sector offers the highest income in the country. We show specific salary data. We demonstrate the number of available positions for entry-level developers. We confirm: decent earnings in IT are possible even without experience
Objections and barriers Difficulties with course payment An installment plan is available. We explain: investing in education is an investment that will pay off many times over
Content plan
You can send messages spontaneously, but it is more effective to have a structured communication system.

Having a strategy eliminates the need for daily searches for email topics, creates a holistic view of how recipients perceive the mailing, and allows you to methodically guide your audience toward purchasing, managing their interest and decisions.

The main components of the strategy:

Product presentation.

Professional and entertaining material on the topic.

Successful examples of students' work, metrics or personal experience.

Overcoming doubts.

Solving problems and tasks.

Commercial letters with the benefits of the offer.

It is important to maintain a balance of headings, avoiding both sales fatigue and loss of focus on the product among the content. The key guideline when developing a strategy is the end goal. For sales newsletters, this is the implementation of the product.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how

Examples of good newsletters from famous brands
Well-known brands use newsletters as an effective tool for interacting with their audience, standing out with their creative approach and clear understanding of customer needs. Examples of such newsletters demonstrate how you can combine attractive design, personalization and valuable content to increase user loyalty and engagement.

Banana Republic
Subject of the letter: Luxurious summer dresses.

This example of a promotional mailing is especially effective for online fashion stores. The use of large, colorful images creates the effect of the immediate proximity of elegant outfits, as if they were at arm's length. This format allows you to highlight the models popular among customers.

The company demonstrates a deep understanding of the preferences of its target audience. Strategically placed call-to-action buttons effectively stimulate the transition to the site. The "Personalized recommendations" section with impressive discounts deserves special attention! It is almost impossible to resist the temptation to add a couple of products to the cart.