Ask subscribers what they need

The opportunity

Use a short preference question to make future messages more relevant.

Best for: Businesses with a permissioned mailing list and a connected email platform

Goal: Retention

Gather your field kit

• Connected email platform
• Permissioned contact list
• Test inbox

Make it happen

1. Choose a small number of meaningful content interests
2. Explain why you are asking
3. Provide a simple preference form or reply option
4. Store preferences in your real email platform
5. Send content consistent with the choices
6. Allow subscribers to change preferences or unsubscribe

A ready-to-adapt example

Illustrative template. Replace the details with your own verified information.

Start smaller than you think

Run one small version of “Ask subscribers what they need” with five relevant participants or one limited publication. Record the questions, responses and completion of the intended next step before expanding.

What to measure

• Relevant clicks or replies
• Completion of the intended action
• Unsubscribes and delivery failures

Watch out for

• Sending beyond the consent given
• Using misleading subject lines or broken unsubscribe links

Permissions & trust

Use permissioned contacts and a real sending service. Provide accurate sender information, honor preferences and unsubscribe requests, and follow applicable rules.

Your next action

Start with this first step: Choose a small number of meaningful content interests. Set a review date before increasing the budget.