What are Personas?
You have your contacts. You have your content. But you want to see more engagement with your campaigns. How do you do that? Personas are a clever use of contact segmentation, which give you the ability to create traits and behaviours for your customers.
Let’s take a look at an example. Let’s say you own a restaurant. You create a persona, Dad Dan, a family man with a low budget. Usually, Dad Dan gets an email from you about all the events and discounts, some of which he’s not interested in (e.g. half price cocktails after 9pm).
By creating this persona, you can separate out your content, so that Dad Dan only receives relevant content (e.g. kids go free). And more relevant content means Dad Dan is more likely to engage.
What are Lifecycle stages?
Lifecycle stages looks at the relationship a customer has with your business. You can decide how many lifecycle stages you have and what rules define them.
For example, you could have:
- New customer
- About to lapse
By defining lifecycle stages, you can see what stage a customer is at and act on it. You could look at keeping an active customer enticed, or re-engaging a customer who is losing interest.
To learn more about Personas and Lifecycle stages, go to:
If you want to continue your journey through Horizon, why don’t you head over to our Contacts section
We would suggest working your way through each area of Horizon (Contacts, Content and so on), from the left tab, to the rightmost tab.
For a more in-depth look at Personas and Lifecycle stages, take a deep dive with Pete Thompson: