Every so often we stumble across a promotional email that challenges the way we think about a brand. Can you guess who recently sent an email campaign featuring this image?

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As marketers, we all know the importance of segmenting our customers based on their key demographics, behaviors, attitudes, and affinities. But exactly who are these anonymous people we bucket into groups of hundreds, thousands, or even millions?

To help shed some light on what these customers look like and how they act, we proudly present “Know Your Personas,” a regular feature highlighting key customer groups to consider in your marketing strategy. Lucky for you, we have some nice data points courtesy of our friends at Experian Consumer Research, the home of Simmons.

For our first installment of Know Your Personas, we’re examining four shades of “green” customers — that is to say, segmenting your customers according to how eco-conscious they are.

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