How to Find Out More About Your Email List Members: A Digital Marketing Hack to Intimately Understand Your Audience
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.
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.
Click the “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.
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.
Wait. Facebook takes up to 72 hours before we can view some more insights about them- but trust me, it’s worth the wait.
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.
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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