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Email campaigns, do you know what your subscribers expect from you?

Published by Mailrelay on July 25, 2017

campañas de email marketing

We have often talked about the importance of planning for the creation of email marketing campaigns. We need to consider our goals, the message we want to send, the content, images, etc. We talked about many things, but there was something that was missing.

We need to know our subscribers.

But it’s something we don’t normally consider, that is:

  1. Do we know what our subscribers want from us?

That, of course, varies greatly depending on the subscriber, but in general, we need to understand:

  1. A general idea of what our subscribers expect to get from our campaigns.
  2. What they hope to get when they subscribe to our mailing list.
  3. And what they are interested in, related to our products or services.
  4. In addition to how long they might keep engaged with us.

In this way, we can plan our email marketing strategy to meet subscriber expectations.

And we need to better understand the evolution of our email campaigns, because if our subscribers lose interest, we will see variations in opening rates, interactions, ETC.

In short, it will allow us to better organize our digital marketing strategy.

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 Why is it so important to know the general profile of our subscribers?

For various reasons, no doubt!

However, we can talk about two very important ones:

  1. This information will allow us to study and discover any changes in click or open rates
  2. And it will help us to target our list of emails, defining goals according to the information we have about our users.

Just like when we need to create any digital marketing campaign, we have to study and analyze our potential customer (buyer persona), when we have to plan a mass mailing campaign, we have to know our subscribers.

This allows us to understand the evolution of our email campaigns, and get better results, as we will be able to detect any problem and make the necessary changes in time to prevent any permanent damage.

Now, after understanding the importance of this subject, we need to ask ourselves:

· How do I know the general profile of my list of emails?

Well, the only way to get answers is by asking the right questions.

So let’s ask some questions that will allow us to understand better what our subscribers are looking for.

Let’s see:

How to define different subscriber profiles

Understanding the subscriber profile on our list is one of the first steps, and we can find:

  1. Subscribers interested in the product or service
  2. customers who have purchased
  3. Followers and engaged with the brand
  4. followers (personal brand)
  5. Users who don’t know why they are receiving our emails

lista de suscriptores

The differences between these profiles will be fundamental both for the results of our campaigns (sales, visits, comments, etc.), and our open rates.

And its evolution over time.

►1) Interested in the product or service

If we have many potential customers on our mailing list, people who have signed up to receive more information about our product or service, the normal is that at the beginning the engagement level I will be high:

  1. Openers
  2. clickers
  3. Users will respond to our messages

1)In general, they are interested and react positively to our emails.

From this point, several things can happen.

1) They can become customers. In this case, they will probably continue interested in receiving our newsletters.

2) But, on the other hand, maybe they buy the product from another competitor, or simply lose interest. Remember that the purchase process will not always end up in a purchase.

In this case, it will be very difficult for these subscribers to continue to maintain interest in the product. If they don’t buy from us, we will see:

In this case, it will be very difficult for these subscribers to continue to maintain interest in the product. If they don’t buy from us, we will see:

  1. Unsubscribe requests
  2. Reduced open rates, disinterested subscribers, few clicks.

It is not advantageous to send newsletters to subscribers who are not interested in receiving them.

What should we do in these cases?

First, we need to understand that it is a normal situation if these subscribers didn’t buy from us, or even if they bought our product, but are no longer interested in it, they will not keep reading our newsletters.

In these cases, we must separate them from the rest of the subscribers who are interested, as this could affect engagement with our contacts.

Any newsletter software will allow us to segment the inactive subscribers.

2) Customers who bought from us

This would be the positive evolution of the first case, leads that will become customers.

Although it is a positive situation because they will remain interested for longer in our email marketing campaigns, this doesn’t mean that they will keep their interest forever.

If you have calculated the lifetime of your customer, that is, how much time a customer will continue to be your customer, taking into account the previous point (1), it is clear that in some circumstances you will have users subscribed to a newsletter for much longer than they are customers.

Except in some cases

3) Followers and interested in the brand

There are specific cases where we can have subscribers who are interested in our brand, even without being customers, or long after they have become our customers.

To give an obvious example:

Think of brands such as Ferrari, which doesn’t have a large number of customers (most of us can’t afford to buy a car from this brand), but they certainly have many followers and people interested in the brand (merchandising acquisition).

We can also cite brands such as Apple, which has loyal customers for a long time after they purchase, due mainly to their interest in the brand.

In these situations, we have people who:

  1. They want to hear about their favorite brands
  2. They like to talk about these brands
  3. And show the world that they are followers of these brands

These are cases where customers can be active subscribers for a long time.

Because they have an interest beyond buying, they want to be informed about these brands.

4) Followers (personal brand)

These subscribers are followers of a blogger or influencer.

But with a fundamental difference.

They are interested in a person, not on a brand.

That is, they are interested in content, opinions, photographs and other information shared by the blogger or influencer.

And here we can make at least two more distinctions.

In summary, we can find two types of influencers or bloggers:

  1. Those who want visibility to attract brands interested in sponsoring them
  2. And those who want to attract visitors that will buy their products/services

Although it is common to find many who are between the two situations.

In any case and returning to the subject that interests us, usually, these subscribers will not be interested in the products or services:

  1. But by what the influencer is constantly sharing

And that’s why they can keep users’ interest for longer regardless of whether they will buy anything or not.

In part, we can see that this relationship is also advantageous for the subscribers as they are receiving:

  1. Free content and information
  2. Answers to their questions
  3. a community of people interested in the same topics
  4. Etc.

Regarding emails, this usually results in better open rates, when compared with sales newsletters.

Also, the life cycle of these subscribers will be longer.

5) Subscribers who don’t know why they are receiving our newsletters

If we use an aggressive strategy for collecting emails.


Or worse things, like buying a mailing list, in these cases it is very possible that the subscribers don’t even know how they were added to our list, and In these cases, our open rates will not be as good.

campañas de email marketing

► Reason for subscribing

Another aspect, but related to the previous one that we should consider is the reason why they subscribed to our newsletter. These reasons can be several:

  1. Interest in our products or services
  2. Or interest in our content or our brand
  3. Maybe they were only interested in the first discount?
  4. Or in our lead magnet

The options are varied and depending on the reason, we will have more loyal subscribers interested in our newsletters.

If they were only interested in the first discount.

Or the lead magnet.

They will probably lose interest in our email campaigns very quickly. Because in reality, they were just interested in the discount, or in what we were offering in exchange for the subscription.

And therefore, this will affect the open rate.

This is something we should take into account when planning our email marketing campaigns.

Ideally, they should be interested in our product or service, and the rest of the factors, such as content, discounts or lead magnets should be just an incentive to help attract new leads.

But they should not be interested primarily in getting something.

Otherwise, these subscribers will probably stop interacting with our campaigns very quickly, after managing to get what they were looking for (even if they buy).

This will seriously affect our email marketing strategy.

► The best time to attract leads

In general, we should pay attention to how we get new subscribers. Because somehow, subscribers respond to what we do to capture them.

  1. If we offer aggressive discounts, we will have subscribers interested in taking advantage of these discounts.
  2. If we offer interesting content, we will have subscribers interested in these contents.
  3. If we don’t offer anything, we will only have subscribers really interested in our product (but there will be fewer subscriptions, of course).

What we will have to weigh is quantity versus quality.

And also our ability to turn a subscriber who signed up just because he was interested in a discount or lead magnet, to become a loyal customer, interested in our products.

Knowing how to identify the best time to attract new leads is also critical. depending on the stage of the purchase process, the results will be different:

  1. A person who is slightly interested in a product will not act the same way as
  2. someone who is looking for a discount to complete the purchase
  3. Or who is browsing the internet and is just curious about the product

Depending on what the visitors are looking for, we will have subscribers more or less interested in what we are offering.

In short, how we capture new leads will affect our results and our open rates.

This is something that should not surprise us, but that we usually don’t take into account when we are analyzing the metrics of our email campaigns.

objetivos campañas de email marketing

Depending on the subscriber profile, what are the best goals that we can set for our email campaigns?

Depending on the subscriber profile, we can set different goals:

  1. Convince them to buy
  2. Or share our content
  3. Leave comments or opinions
  4. Answer our questions
  5. Etc.

If they are potential customers, at some point we can try to sell our products or services to them.

But as we mentioned earlier, some subscribers may not be interested in buying (or maybe not at the moment).

In these cases:

  1. If they are interested in the brand, we can try to convince them to share our content, talk about the brand, etc.
  2. And if they are not interested, we need to know this to act accordingly. We can ask them directly what they would like to receive from us, or why they didn’t want to buy our products.

We can also find that we have customers who are not interested in reading our email campaigns.

They just want to receive important notices about the product or service they bought.

To be able to set objectives for each subscriber profile, we will have to:

Work with targeting

Targeting is the only option for setting a goal for each type of subscriber.

In summary

It is always worth analyzing the subscriber profile of our list of emails. And for understand what they expect from our campaigns.

In addition to understanding what we are doing to attract new subscribers.

And set goals according to our subscribers.

Changing aspects that are not working, to create a strategy that will meet the needs of these users who have trusted us.

In addition to understanding why our open rates may be declining.

Have you stopped to think about it?


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  1. Sergio

    Hola Jose,
    Me gustó tu articulo aunque en realidad, una pregunta más técnica o puntual que tengo es, <>
    Tengo que preguntarle directamente a los suscriptores ¿qué quieren? Y a esos manualmente pasarlos a otra lista? O hay una manera predictiva de saberlo con base a métricas o a algún dato? Comportamiento de ellos? Etc..

    Gracias por tus articulos

    08/04/2018 - 03:16:52 Publicar una respuesta
    • Mailrelay

      ¡Hola Sergio! Pues depende mucho de la situación. En cualquier caso, preguntar a los suscriptores no está de más, eso siempre es positivo. Y sí, en ocasiones podremos “predecir” de alguna forma los intereses, en base a aperturas, clicks en los enlaces. Aunque siempre requerirá de un estudio por nuestra parte.

      09/04/2018 - 08:28:21 Publicar una respuesta

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