While many of us email marketers understand the importance of email subscribers to the whole sales cycle, it’s necessary to never lose sight of the valuable, relevant information that they’re getting.

However, in order to develop the most relevant material, you must first understand who you’re speaking to, and getting to know your audience members might be tough if you don’t request the correct subscriber data.

The typical email subscription form looks like this:

While your subscriber’s name and email address are important, they don’t tell us much about the person behind the email. Before we go too far ahead of ourselves, let’s review why your subscribers’ data is so critical.

Why is subscriber data important?
When someone subscribes to your email list, they are likely to want more information from you. However, in order to provide them with relevant information that will keep them coming back for more, you must first understand why they have come to you.

As a result, many businesses have moved away from the typical name and email form and toward something more thorough. Consumers have grown to demand a 1:1 experience from businesses, and if they’ve come to you, you must make every effort to deliver them with that personalised experience. Email customization is the most effective method to do this.

If you’re at a loss for where to begin, explore one of these four ideas for gathering subscriber data from your existing subscribers.

Personal preferences should be updated
While a preference center is a new addition to your subscription options, it does not preclude you from collecting information from existing subscribers! If you’ve just established a preference center, why not send an email to your email list reminding them to alter their personal preferences?

These personal preference centers are one of the most effective methods to gather information from both new and existing users. Depending on your business specialization, you may add questions about them as readers, such as how often they would want to get information and so on.

Invitations to an event
Inviting existing subscribers to a virtual or in-person event is another wonderful strategy to get additional subscriber information from them. When sending out an invitation, you’ll need to gather essential information, such as name, contact information, and particular reservation information based on the event.

When it comes to industry-specific events, like this Google event, you may gather even more relevant subscriber data, such as:

Business interests
Interests in learning
Subscription to VIP content

Are you ready to boost your subscription by offering VIP or gated content? Then take advantage of this chance to learn more about your subscribers. If your readers want more bargains or more quality information, you must really get to know them and their tastes in order to supply them with just the best of what you have to offer.

For retail companies, this may entail learning more about your customers’ buying patterns and categorizing them based on their browsing or purchasing history. For those who aren’t as product-focused, find out what interests your subscribers have and what they want to learn more about.

Remember that the whole objective of VIP status or gated material is to give these people with better discounts or more in-depth information. They’ve fulfilled your standards or paid to join this exclusive community, so you must deliver valuable material to meet their wants.

Forms for obtaining downloaded material or further information
Do you want to provide your users an incentive to give you additional subscription information? Why not give them some incentives?

Freemiums, tutorials, e-courses, and simple “more information” requests are excellent methods to convince your existing customers to fill out a form in order to obtain their reward. Depending on what you provide your audience, you might request:

Interesting topics
Their current job titles
Why they are seeking for this exact information, as well as other details
Tutorials and requests for further information are wonderful ways to capture vital subscriber data.

Finish up
While many marketers are just concerned with acquiring subscribers, if you want to segment or customise your material to your readers’ requirements, you must have enough tools to discover more about them. That’s fantastic if you’ve recently implemented a technique for collecting extra data from new subscribers! However, you must continue to gather relevant data from your present subscribers.

Here are a few suggestions to get you started if you’re stuck for ideas:

Request that your subscribers alter their personal preferences.
Subscribers should be invited to events.
Provide possibilities to join a VIP or gated community.
Provide incentives for readers to fill up forms in order to gain freemiums, downloadables, and other benefits.