How to find out where your email subscribers live

If your business offers in-person services and events, I have some email list segmentation tips for you, so read on!

When building an email list using organic methods like website traffic, social media etc - you’ll get subscribers from all over the world joining your list.

If your opt-in forms follow my simple rule of asking for FIRST NAME and EMAIL, you won’t know where these email subscribers live.

How to capture subscriber address information on email opt-in forms

You could add POSTCODE (or CITY) to your opt-in forms. But this extra field can create friction and friction will cost you subscribers.

If your business is ALL location dependent, I’d say you have a good reason to capture this information via your forms. Otherwise you’re building a list of people you don’t know can access your service.

If you add Postcode (or City), you MUST make it clear why you’re asking for this information.

A good way to do this is to tell subscribers you’ll only send events and services relevant to them. You could list areas you operate in and let them tick boxes to show where they would travel to.

Keep your email opt-in forms simple

The tricky thing is keeping opt-in forms super simple. With every extra field you ask your subscriber to complete, the conversion rate will drop.

If you offer a mix of online and in-person services, you could leave Postcode etc off the form. Instead, survey your subscribers about their location in your welcome sequence.

This call-to-action in your email will need to be very easy for the reader to answer, else they just won’t bother!

Here’s your homework:

➡️ If you offer in-person services. Audit your forms and welcome sequence to figure out how best to get the geographical data that’s going to help you sell to the right people.

➡️ If you’re 100% online. Audit your forms to see how you can remove friction and increase your opt-in conversion rate.

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