Sending the right message at the right time to targeted market / segment is an ideal marketing. The question is how.

recently I have found a new marketing automation, http://sepid.co that I was able to get more data about my prospects to be able to segment them. But they are all expensive!

The value transitions you describe are commonly used in financial services too. To illustrate a specific way of measuring value in retail I have added an example in section 2. I hope that’s useful.

As for personas, I’ve always felt that web design personas lend themselves to email marketing and enewsletters in particular. Linking in to use of social media as well.

When I wrote the Total Email Marketing Book I looked for examples and the only one I found was for the American National Football League (NFL, http://www.nfl.com/) newsletter. They identified three types of scenarios – one following a particular team who wanted to check upcoming games, others who were very interested in the statistics associated with the fantasy league and another who tended to be more interested in the position in the league. These scenarios are classic web-based usability tasks, but the trick is that they’re integrating them with the enewsletter, so showing the power of personas. You can see a similar approach would work for scenarios for use of social media.

I’d like to hear of any other examples of how personas have been used to refine/define an enewsletter or social media presence.