Lockdown has meant I’m seeing more true-crime programmes on TV. I get excited when the detective gradually hones in on the offender by using all the tools of his trade, including, on occasion, a profiler. We do of the same in email marketing.

Another description of profiling is building a persona. We tend to have considerably more information on the subscribers to our email marketing lists than detectives have of a likely offender and we’ve a number of ways to gain further details. We regularly test segmented email marketing lists to understand what grabs their attention. But there’s more to it than that.

I was surprised at the success rates many companies have with polls, even given the historically low return rates. Give it a go as your customers might well be the kind who are happy to give up their time by answering a few, and it has to be few, questions. As ever, if it works for you, run with it.

Another way, and one with a high success rate with regards to persona building, is using social media. It requires you to participate, so there’s a degree of cost as it’s no good just dipping your toe in the water every once in a while. You need to commit significant time.

It’s not without danger though. A disgruntled customer can cause all sorts of problems, using tools such as exaggeration and hyperbole, which can have a high degree of influence on others. There are rewards though. I’ve seen figures suggesting getting on for 40% of customers are influenced by social media.

You will discover what your subscribers are talking about with regards the sort of products you are selling, their problems and, particularly, what they find exciting. You will establish a persona of your subscribers very quickly. Your questions will tend to have a much higher response rate than most other methods.

The subscribers to your email marketing lists will give answers to questions we would want to ask in a poll. You can prod them, thank them and get to know them in a way denied to data gathering.