It is easy to focus on gathering “free” subscribers to include in your e-newsletter, but if you’re not taking the time to create customer profiles during the signup process, you are risking:
- GOOD CUSTOMER SERVICE by sending non-relevant information to your subscribers,
- LOYALTY/CUSTOMER RETENTION as people will unsubscribe from your e-newsletter because you’re not providing anything of value to them,
- TRUST as your email distributor can punish you and label your e-newsletters as spamming.
Online leads are two-way streets; you need to find the balance between asking your readers for too much information vs. not asking for enough information. One quick way to start building customer profiles is to add a few additional questions to your initial opt-in form. For example, you can ask a new subscriber:
- What is your company name?
- What do you want to get out of the using my product or service?
- What services are you interested on?
- Do you want to receive updates every time I publish new content on my blog?
- How did you hear about (company name)?
The essence here is learning about your subscribers to create effective ways to build long-term relationships with meaningful email conversations by providing helpful, useful, and relevant information. Here is my opt-in form to give you an example:
If you create customer profiles for subscribers from day one, you won’t have to circle back to gather the information that you need on your subscribers to convert them to “paying” customers.