Creating Personas

Personas are used to describe a market segment, allowing you to tailor content to a group of recipients based around similar habits.

1. Open the Personas page.

2. Locate the personas group to which you want to add a persona.

3. Press the Create Persona button in the corner of the persona group.

4. Provide a name for the persona.

5. Enter a bio for the persona.

   The bio is a short description of a typical member of the persona, indicating their interests, lifestyle, etc. to aid in visualising your audience.

6. Add a writing guide to the persona.

   The writing guide should include the key points you need to consider when writing for this persona, typically presented as a bullet list.

   Example: writing guide for a VIP persona.

   • Loyal to the brand, therefore little brand education required.

   • Appreciates stylish imagery.

   • Welcomes a friendly, personal tone but leans into the use of extravagant language to emphasise luxury.

7. Select an accent colour (the background for your persona in the persona group).

   Note: the accent colour is also used in the chart on the persona group. For ease of readability, you should choose your accent colours with this in mind.

8. Use the radio buttons to create an avatar or upload an image to represent this persona.

9. Press the Save button.

Adestra's algorithm will use recipient engagement data from your campaigns to assign recipients to a persona.

If you prefer to manually assign recipients to a persona, you can do so from the data viewer.

Once assigned to a persona, the persona variant campaign will allow you to tailor the content recipients receive based upon their persona.

Creating a persona avatar

When you create a persona, you can upload an image or create an avatar using the Adestra avatar creator.

Use the avatar creator tabs to:

1. Select a skin tone.

2. Select a hair colour and style.

3. Select a clothing style and colour.

4. Add accessories such as jewelery or facial hair.