How to Use Audience Research to Fuel an Effective Email Marketing Strategy

Maybe you’re like me and the rest of the world…

We tend to get these big, whimsical feelings when we think of writers.

The windows are open.
The breeze passes by their soft fingertips on the keyboard.
If they’re lucky, they have a mountain view.
They have a genius mind that just KNOWS what to say and how to say it.
Their coffee never goes cold….

And because of that picture in my mind, I always felt like I had received the gift of un-inspiration when it came to writing. How do people just sit down and words just flow on out? What magic sorcery is this?!

I, on the other hand, require a bit more inspiration than simply waking up and being a “creative” person.

So, being the total nerd that I am, I go and find that inspiration myself — in research.

[Some context: I have two degrees from University; one in Advertising and Public Relations, with a second degree in History — because *this gal* loves sitting through lectures and would do it all over again.]

Why audience research matters for email marketing

I have a motto around here: “Make no assumptions.”

There is so much data we can acquire or existing data we can dig into about our audiences, trust me. The goal is that we can serve our readers — potential clients or customers — better, give them what they need or want most, and connect on a deeper level.

Because when we use audience research, we know and understand them.

And if we know and understand our audience… wait for it… they’re more invested in what we have to share — whether that’s links to blog posts, products you promote or an offer you pitch.

According to Epsilon, nurtured leads make 47% larger purchases than non-nurtured leads.

Related: Audience research fuels the content planning process here at Duett 

Why people skip over audience research

So why do we often skip this part of the process? Or, heck, didn’t even know research was an option?

Well, because “we know our audience,” or that’s what we tell ourselves. And we DO know our audiences, but that doesn’t mean we can’t know them even better.

Here’s what you can gain from some solid audience research:

• What topics or specific posts are the most popular

• Which pages of your site generate the most ad or affiliate revenue

• What readers like about you and why they look forward to your content

• Any trends are affecting your readers’ day to day life

• The actual language (called swipe copy) they’re using to explain their life, business or biggest desires

• “Roadblocks” causing issues for your readers, so you can help them identify and eliminate them

Related: Case study on how connecting with new subscribers boosts immediate engagement and lifetime loyalty.

What audience research looks like at Duett

For each and every client, I put on my sleuthing glasses (with blue light protection, of course) and get down to business.

For Audit clients

— I dig into the “who, what, why” of their current email marketing.

With the client’s goals in mind, whether it’s improving a funnel or creating a solid onboarding nurture sequence and welcome email for new subscribers, the research is always gauged through this specific lens.

This is my first dive into their existing email marketing. It’s where I get to see how their readers have been engaging with them already, including which emails — whether automated or weekly newsletters — get the most action.

For more on the Audit, get the details here.

For Duett Debut clients

— this is when things get serious.

Determine the scope of audience research

With the cursory research from the Audit in mind, we make a game plan for WHO in the audience we need to learn more about:

• All subscribers vs. those who are the most engaged

• Or we determine any particular segments, like purchasers vs. non-purchasers, or members vs. non-members

Ask the audience

We learn a TON about each client’s audience through a simple, yet insight-gleaning survey. We determine major themes — desired outcomes, major pain points or issues, what they like about the client’s work, what they would like to see more of — to help us craft our content strategy for each and every email sequence.

“Allea helped me get clear about how to organize my email content, what to share, why it matters and how it impacts my open and click through rates back to my site.

Now that I have a welcome sequence, it allows me to focus, bring my audience back to my site consistently, connect with my audience (and helps them connect with me), and provides a consistent welcome to all of my new readers.”

— Ashley Langston, Frugal Coupon Living

Want to see how crystal-clear we got her email content? Check out the stellar results we saw after Ashley’s Duett Debut.

Audience research fuels effective email marketing strategy

Once we have a clear understanding of the audience’s wants, needs and desires — THEN we create an email marketing strategy.

No more guessing. No whims of “maybe this, maybe that.”

We now have the tools to know:

• What readers are looking for »» so we know how to support them

• What readers struggle with »» so we can help them overcome it

• What readers like about your work »» so you can show up more consistently with that kind of content or engagement

And when we know that, we can:

• Spend less time wondering what readers want and more time delivering it (with confidence)

• Position your offer within the context of your reader’s thought process or day-to-day-life so sales copy feels less forced and more like the solution they need

“Allea, I LOVE how you presented your research to us!! Your insights on key messages are really well done. YOU GET US!!! I am also blown away by the comprehensiveness of your approach and am thrilled we found you! You are special indeed. Your work is incredibly thoughtful and spot on. I love the sequence of the messages and feel very confident that we will really connect with our ideal customers!”

Curious about how my process works from start to finish? Check out the whole Duett Debut process here.

A strategy for email welcome and nurture sequences

Each and every little thing you learn from audience research directly influences what you share in your welcome and nurture email content. Without it, you’re guessing or making assumptions, meanwhile teetering on doubt because you’re not 100% sure you’re nailing it.

If you would like me to help you create welcome and nurture sequences — based on solid audience research — that will resonate with your readers, boost your site traffic or increase sales, please schedule a free discovery call with me here.