There is a direct correlation between different personality types and how consumers choose the products and services they need and want.  If one of the goals for your email newsletter is to extend special offers to your customers or invite them to make a purchase from you, then being aware of the different types of buyers on the receiving end of your newsletter is very important.  Depending on how your subscribers sign up for your opt-in email marketing communications, you may already have some information about their buying habits.  And, even if you don’t know much about your individual subscribers, you can create your newsletter so that it appeals to the general types of buyers. Let’s look at three types:

1.  The thoughtful analytical type is the type of buyer who wants to be well educated about the decision they are making.  This buyer will want to have all the information available that will allow them to make comparisons between options to find the one that is the absolute best choice.  You can appeal to this buyer by offering them the opportunity to learn more about products with comparative information about their choices.  The more well-informed they are, the more confident they will be with their decision to purchase.

2.  The efficient, direct type is a down-to-earth, no-nonsense buyer.  Generally speaking, this type of buyer is interested in quickly and effectively locating the best deal and completing the process as easily as possible.  You can best appeal to them with quantitative information with the fewest words possible, while still providing all relevant information.  They will also respond well to a call to action that requires quick response with straightforward steps to finalize the transaction.

3.  The social, connective types thrive on personal interaction.  They will most appreciate qualitative information about their choices and will respond well to personal touches, testimony, and human-scale designs.  Familiarity will make them the most comfortable, as well as provide them with a warm and fuzzy perception that you are reachable and real (as opposed to automated).