While building Personas and setting scoring metrics takes a little time and thought initially, they both help you profile your subscribers, target them more specifically, and assess if they are interacting with you in the way you had hoped.
From time-to-time, you’ll want to revisit them to ensure they're still providing the best over-all picture of your subscriber base.
The types of subscribers that you attract and the traits that they share may change over time. Revisit the Persona profile that you created for them to make sure that you are still properly summarizing this group. Have there been any industry changes that may affect how you profile your subscribers? Make sure to update the Persona info. Also make sure that you are still using the most appropriate Target Groups for your Personas. Switching integrated databases, newly incorporating Inform Web Tracking, or finding access to any new forms of data may have given you a way to create a Target Group that better represents the users that should be in a specific Persona.
Changing Scoring Metrics
Over time, your Marketing Automation Professional benchmarking may update and change. Make sure that you're reflecting any of those changes with your scoring metrics (if you based scoring criteria off of opens and clicks). Also, be mindful of your scoring reports. If most of your subscribers are under-performing, you may need to relax the criteria on which you are scoring them to make it more realistic. In turn, if you see everyone scoring with an "A" letter grade, you may want to make your scoring criteria more aggressive. Identify new areas for your subscribers to improve in how they interact with you, and build scoring metrics that will realistically measure that.
Winds of Change
Your subscribers are really just people. People can change, which means that your subscribers can change. How you want to target them, how they behave, what they expect of you and what you expect of them can change. It's likely inevitable that change will happen, and if you're making sure to reflect those changes in your existing Personas and Scoring metrics, you will ensure a clearer picture of who your subscribers are, and how they are interacting with you.