Give Them What They Want – And How To Find Out What That Is

Effective marketing, email or otherwise, boils down to this: Find an audience, figure out what they need or want, and then deliver it. Email is one of the best mediums to help you do just that. And it isn’t always about selling them on a product. In fact, that isn’t at all where you want to start.

The Key to Customer Wants

First, you want to build a relationship with your readers. You want them to get to know you. You want to help them out so they start to like you and trust you. Only then will you be able to make an offer and have them pull out their wallet to buy it.

Watch Your Traffic Stats

Pay attention to your website stats. Programs like Google Analytics can give you a lot of information about where you’re readers came from, what page they landed on, and where they were on your site when they joined your list. That data along with demographical information will tell you a lot about your audience.

For example, let’s say you run a lifestyle blog that focuses on sustainable living. By using Google Analytics, you discover that the majority of your readers are coming from search engines, specifically searching for “sustainable living tips for beginners.”

The data shows that these visitors are landing primarily on an article you’ve written titled “10 Easy Ways to Start Living Sustainably.” You notice that a significant number of your audience members are joining your mailing list through a pop-up subscription form that appears on this article.

Demographically, the analytics indicate that your readers are predominantly in the 25-34 age range and located in urban areas. This valuable information can guide you to tailor your content strategy, focusing more on beginner tips for sustainable living, optimizing your subscription form’s placement for higher conversion, and targeting your content and marketing efforts more towards urban millennials interested in sustainability.

Dig Deeper

As you start to email your readers, they will reply and get back in touch with you. Pay attention to what they’re saying. And don’t forget to read between the lines. Let’s say you’re in the parenting niche and you noticed that some of your readers are asking for suggestions on being a more patient parent. They complain about being short-tempered and freaking out about little things. The real issue may be lack of sleep because the baby or toddler isn’t sleeping through the night.

As another example, one of my friends has a site about cats. To say that her readers are super crazy about cats is an understatement. But she has found that they absolutely do not like anything that is less than warm and fuzzy. For example, the videos of cats being scared by cucumbers. They smell like some specific sort of snake, and if a cat smells them, it will freak out and jump in the air! A lot of people get a laugh out of that, as seen in the many videos of it online. But if my friend posts anything like that, she will get plenty of hate mail.

So it pays to know your audience. Dig deep and see what you can learn about your market. And know that sometimes what they tell you they want isn’t the real issue.

Ask Them

On the flip side, it can be helpful to ask them for suggestions. Keep the questions open-ended if you want a lot to work with.

When crafting your email marketing strategy, engaging your audience by asking for their input can be incredibly beneficial. By posing open-ended questions, you not only show that you value their opinions, but you also gain insights that can help tailor your offerings more effectively. Here are a couple of examples of questions you could include in your emails:

“What topics are you most interested in learning about from us? We want to make sure our content is as relevant and valuable to you as possible.”

This question encourages subscribers to share their interests or areas they’re keen to explore further. The responses can guide the creation of targeted content, making your email marketing more personalized and engaging.

“We’re always looking to improve our services/products. Is there anything specific you wish we offered that would make your experience with us even better?”

Asking for suggestions on improvements or new offerings demonstrates that you’re committed to meeting your customer’s needs and are open to evolving based on their feedback. This can not only help in adjusting your current offerings but also in identifying opportunities for new products or services.

These examples encourage meaningful engagement and provide valuable insights that can help you refine your email marketing strategy to better align with your audience’s preferences and needs.

When engaging with your audience for email marketing, especially in a niche like parenting, it’s crucial to tailor your questions to elicit valuable insights. Here’s an example of how you could frame an open-ended question email to get meaningful feedback from your subscribers:

Subject: We Want to Hear Your Voice 🌟

Dear [Subscriber’s Name],

As a valued member of our [Site Name] family, your insights mean the world to us. We’re on a mission to make our content as helpful and relevant as possible for parents like you. Whether you’re a new parent navigating sleepless nights or a seasoned pro juggling the challenges of teenager-dom, we believe in supporting each other every step of the way.

This is where you come in!

We’re reaching out to ask for your invaluable input. What topics are close to your heart? Is there a parenting challenge you’re facing that you wish you had more support with? Or perhaps there’s a story of triumph you’re eager to share with fellow parents?

Here are some thought-starters, but feel free to take the conversation wherever you wish:
– “I’m really struggling with managing screen time for my kids. Any advice or strategies would be greatly appreciated.”
– “I’d love to see more content on nutritious, easy-to-make meals that my picky eaters would enjoy.”
– “Navigating the emotional ups and downs of parenting is tough. How can I ensure I’m emotionally available for my children but also taking care of my own well-being?”

Simply hit reply to this email and let us know your thoughts. Your suggestions will directly influence our upcoming content, ensuring we’re delivering the information and support you need most.

Thank you for being an integral part of our community. Together, we can make [Site Name] a supportive space for all parents.

Warmest regards,

[Your Name]
[Your Position]
[Site Name]

This approach not only makes your subscribers feel valued and heard but also provides you with a goldmine of information to tailor your email marketing content to meet their needs and preferences effectively.

Use a Survey

You could also consider having your readers fill out a simple little survey. It’s quick and easy to do with Google Forms. You get some good data and you get your readers to interact. Having them contribute builds a sense of community even via email.

Email to Take an Online Survey

For a parenting site, engaging your readers through a survey can be a valuable way to gather insights and foster community. Here’s an example of a simple survey created using Google Forms that could be particularly useful for a parenting site:

Title: Parenting Today: Challenges and Joys

We’re on a mission to better understand the modern parenting experience, from the hurdles to the highlights. Your insights will help us tailor our content to better suit your needs and interests. This survey should take about 5 minutes, and we appreciate your participation!

Survey Questions:

1. **How many children do you have?**
– 1
– 2
– 3
– 4+

2. **What age range(s) do your children fall into? (Check all that apply)**
– 0-2 years
– 3-5 years
– 6-11 years
– 12-17 years
– 18+ years

3. **What are your top three parenting challenges? (Check three)**
– Balancing work and family life
– Managing screen time
– Discipline
– Education and learning support
– Health and nutrition
– Sleep routines
– Social skills and friendship
– Mental health support

4. **What types of content are you most interested in? (Check all that apply)**
– Educational activities and resources
– Parenting tips and strategies
– Health and nutrition guidance
– Personal stories from other parents
– Reviews of child products and services
– Information on child development and milestones

5. **How do you usually find parenting advice or information? (Select one)**
– Online parenting forums and communities
– Social media
– Books and magazines
– Friends and family
– Professional consultations (e.g., educators, doctors)

6. **On a scale of 1 to 5, how satisfied are you with the parenting resources available to you?**
– 1 (Not satisfied at all)
– 2
– 3
– 4
– 5 (Extremely satisfied)

7. **What’s one topic or issue you wish was more thoroughly covered on parenting sites?**

[Open text box for response]

8. **Would you be interested in participating in a virtual parenting workshop or webinar?**
– Yes
– No
– Maybe

9. **If you answered yes or maybe to the previous question, what topics would interest you the most?**

**[Open text box for response]**

Thank you for taking the time to complete our survey! Your feedback is invaluable to us as we strive to support our parenting community with relevant and engaging content. If you’re interested in receiving updates on our findings and upcoming features based on this survey, please enter your email address below.

[Optional email address field]

This survey structure is designed to collect both quantitative and qualitative data, giving you a well-rounded view of your readers’ needs and preferences. Remember, the key to a successful survey is to keep it concise, relevant, and engaging for the participants.

You could even include an incentive for filling out the survey. A free report, an entry into a giveaway, etc.

Pay Attention to Your Email Stats

Last but not least go back and look at the past emails you’ve sent. Pay attention to open rates, click-through rates, and unsubscribes. If a large percentage of readers opened the email, that’s a good indication they were interested in the topic.

If they clicked links to additional content, that’s even better. If on the other hand, you got a lot of unsubscribes, that might be an indication that either the topic was wrong or your language and overall message didn’t click with your audience.

Woman Checking Email Statistics

Use all the data and information you get back to learn more about your target audience and connect with them on a deeper level. The more you know about your subscribers, the more effective your email marketing will be.

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