25 In Digital Marketing/ Social Media

How to Find Out More About Your Email List Members: A Digital Marketing Hack to Intimately Understand Your Audience

a hack to get more information on your email list


Image via Emma Dime.

There are s lot of little hacks we digital marketers have hidden up our sleeves that we rarely share with the rest of the world.

They are after all, the aces we keep to “wow” prospective clients or use for our next Digital Marketing Panel event as a key takeaway for the audience.

They’re the tips we learned through rolling up our sleeves and getting our hands dirty. Not through just “reading” about digital marketing (because secrets like these are hard to come by), but from actually doing the dirty work ourselves.

It’s not often we stumble across a little gem like the one I’m going to share with you today, and hopefully I won’t get kicked out of the “club” for sharing secrets…

If you’ve followed me for a while or you’ve downloaded my Get Clear On Your Content Strategy Workbook, you would know that I am huge on ensuring every piece of content you create is purposeful, considered and built to add value to the lives of your target audience.

So how do we do that exactly?

We have to intimately understand who it is we are talking to (our audience).

There are a lot of ways we can try to do that.

We can talk to them and simply *ask them* what their pain points are/what content will add value to their lives, or we can gain some insights the sneaky way.

One sneaky way to gain insights into your audience is to use the Facebook Audience Insights tool.

This tool is fantastic at providing you with some psychographic and behaviouristic attributes for you to add which can help to round out the demographic info you have on your segments.

You can of course enter in manually, the information you already know about them (such as demographic information) and find out some more general information.

The real power though, is in leveraging the email addresses and mobile numbers you have acquired through developing your email list to find out key insights.

Why? Because you know with 100% certainty that they are interested in your content/product/service.

So let’s get into it.

Step 1:

Firstly, download your email list directly from your email management system. Segment by the information you are looking for (for example, if you only want to look at recent subscribers).

Note that your list needs to be bigger than 1,000 users.

export list

Step 2:

Head over to business.facebook.com if you are managing your page and ad account using a business account, otherwise just head to www.facebook.com/ads/manage

Click the “Audiences”* button.

custom audiences button

*For those who don’t know already, Facebook Custom audiences is one of the most powerful advertising tools available today. If you haven’t already, I highly recommend setting up your Facebook audience pixel to capture users (and information about the users) who visit your website. If you decide to use this list later you can do things like “remarket” ads to users who have viewed particular pages and even create a “lookalike” audience based off of the information you have about them. Pretty sweet stuff.

Step 3:

Upload your email list.

Facebook will take some time to “match” up these users with their database.

They say it can take up to 24 hours but in my experience, it usually takes around 2 hours.

Lice Cap Walkthrough 1.1

Step 4:

Wait. Facebook takes up to 72 hours before we can view some more insights about them- but trust me, it’s worth the wait.

loading gif

Step 5:

After 72 hours head to the Facebook audience insights tool and take a look at your data!

Follow the tutorial below to find out how to get there via your business centre, or alternatively, just enter: https://www.facebook.com/ads/audience_insights  into your search bar!

If you’re based out of America you’ll get your hands on even better data (you lucky duck). Even still, there are some interesting insights we can gain out of Aussie land too.

Remember: the more you segment your data base (either at your email provider end, or through drilling down on the tool) you can cleverly find more insights. In the below example, I break my list down further by males/females.


Lice Cap Walkthrough


I hope that little hack helps you to find out a little more from your email list!

Another way to find out more information from them is to simply ask them from the get go, or to ask them to fill out a survey sometime.

I would love to know if you have any digital marketing hacks up your sleeve in the comments below!


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  • janella panchamsingh
    April 19, 2016 at 12:25 am

    These are great tips! I just need tips on keeping my subscribers. Ihave subscribers that subbed when i had a giveaway, now that its done, when i send my posts out the unsuscribe so annoying!

    • Kate
      April 19, 2016 at 6:39 am

      Hi Janella, that’s no good! Do you have Google analytics installed on your blog? It might be worth taking a look at your most popular posts to see why people subscribed to you. Or you could run a survey and ask them questions so you can find out the exact content they are looking for. I hope that helps xx

  • Natalie
    April 19, 2016 at 12:29 am

    What a wonderful post. Such great information! I’m heading there to see what information I can find about my audience!

    • Kate
      April 19, 2016 at 6:40 am

      Thank you for your kind words Natalie! I’m so glad you got something out of this :) x

  • Nicole
    April 19, 2016 at 1:10 am

    Wow, this is fantastic. Thanks so much for sharing this helpful tip! I had no idea you could do this with Facebook. I’ll definitely be trying it out. :)

    • Kate
      April 19, 2016 at 6:41 am

      You’re so welcome Nicole. I was thrilled when I found out about this too! Hope you get some great insights x

  • Michele
    April 19, 2016 at 1:37 am

    Awesome Read…very helpful

    • Kate
      April 19, 2016 at 6:37 am

      Thank you Michelle!

  • Margarita Chi
    April 19, 2016 at 3:43 pm

    Love this hack! The audience tool is such a great way to learn more things, it’s a shame you can’t do it with < 1000 people.

    • Kate
      April 20, 2016 at 8:47 am

      I know! Definitely a bit frustrating with that limitation but one to keep up the sleeve for when a list hits that 1,000 mark. x

  • Soraya
    April 20, 2016 at 10:37 am

    This is fantastic! I truly did not know you could match your email list with Facebook Audience Insight. I use this tool to help me with social media content. What a great hack!

    • Kate
      April 20, 2016 at 1:53 pm

      So happy I was able to share something new with you Soraya :) Thank you for stopping by x

  • Sammy
    April 20, 2016 at 12:18 pm

    Thank you so much for sharing this amazing little tip – I’m now excited to sit down over the weekend and check what other little goodies you have posted on your blog – Subscribing now xx

    • Kate
      April 20, 2016 at 1:53 pm

      Oh thank you so much Sammy! I absolutely love your blog! I even purchased the Tony Bianco’s you featured in your last blog post! hehe xx

  • Tamsin
    April 20, 2016 at 6:00 pm

    That’s a fantastic tip, thank you!

    • Kate
      April 21, 2016 at 9:34 am

      Happy to share Tasmin. Thank you for reading :)

  • Karen
    April 20, 2016 at 9:53 pm

    I had no idea you could do this! Definitely one for me to revisit once my newbie-blog matures a bit :-) Thanks for all the great info!

    • Kate
      April 21, 2016 at 9:30 am

      You’re so welcome Karen! Thank you for your comment x

  • Icy Sedgwick
    April 20, 2016 at 10:51 pm

    I’ve still only got 89 subscribers on my list but it’s good to know you can do stuff like this!

    • Kate
      April 21, 2016 at 9:30 am

      One to keep up your sleeve for a little later down the track Icy!

  • Jules @ toddlersplusteens
    April 22, 2016 at 10:10 pm

    Thanks for sharing this info
    Will definetly be using this once my subscriber list grows.

    • Kate
      April 25, 2016 at 7:52 am

      You’re so welcome. Thank you for your comment :) xx

  • feuza
    April 25, 2016 at 9:21 am

    Amazing!! I had used it for ads but had not thought of using it for Facebook insights, thank you thank you

    • Kate
      April 25, 2016 at 10:51 am

      Thank you for your amazing words!! Made my morning :) Also – checked out your blog and love love LOVE it! As you would see, I write a lot about digital marketing but my focus is on content marketing (messaging) and social media. I don’t really cover SEO – would love to talk about collaborating some time :) x

  • Salvatore
    May 12, 2016 at 7:57 pm

    Great post, thanks for sharing!