Persona Based Communication
What they need to know. When they have to know.
Various personas across a global partner network needed timely and informative updates to strengthen their knowledge and collaboration with the team.
Their challenges:
Partners expressed lack of consistent and timely updates on product releases, training updates and operational developments.
A monthly partner newsletter contained updates on a wide variety of topics, but was sent to a limited number of recipients.
The distribution list was not filtered and some partners were flagged erroneously as competitors.
My solutions:
Persona based newsletters for the following segments:
Insurance / Brokers
R&D
Commercial and Marketing
Segmented distribution lists based on regions, personas, and account record.
Improved development process including AI content development and resolved contact record inaccuracies with Marketing and Commercial teams.
Our wins:
Expanded annual email touch points by 66%
Increased overall newsletter subscriptions by 226%.
Achieved 64% higher open rates, 58% higher click rates, and 60% higher CTRs than industry benchmarks.
Example Work
All examples have been anonymized to protect proprietary content.
