As email marketers we need to know our audience inside-out. Know how they think. Understand how they act. And have insight into the why, when and where they decide to buy. That’s a tall order to fill: but one that’s absolutely necessary in order to be successful at reaching said target audience. Creating buyer personas can help savvy email marketers excel by having the ability to create highly targeted and tailored messages. Messages that aren’t just personalized with a name, but that speak directly to the pain points of the buyer in order to push them down the sales funnel more quickly.