Web form – how to get valuable data, not only demographic

Subscriber data is the basis for successful email marketing. In fact, everything is simple – the better you know your target audience, the more effectively you communicate. It is customary to say that with the help of email marketing you can get a large amount of data about the target audience.

However, what is meant by a large number? What data should you take into account? If you only consider demographic data, then this article may be useful for you, because I will talk about 3 additional categories of data that can be analyzed.

As you already know, the amount of data in marketing is already excessively huge and continues to grow. If you want to analyze efficiently, you need to carefully select the data that affect your business. That is why you should start with an absolute minimum.

Usually the web form contains a single field, and this format is well converted. Look at the example from Best:

Standard form from Best

Here the subscriber provides only his email. However, the address itself does not provide additional information about users, does it? You need to get more information, and then you can personalize your communication. Consider several categories of data to help you get the best results.

Online Form – Demographic Data

If you want to create subscriber profiles from the very beginning, demographic data will be most welcome. At the stage of subscribing to the newsletter, you can ask your subscribers to specify the gender, date of birth or the city in which they currently live. And here are examples from Converse:

Converse standard form

Some firms (for example, Crayola) successfully use more advanced online forms:

Crayola's longer shape

What, in addition to demographic information, you can ask subscribers?What other information might be useful?

Well, this is subjective and depends on the specifics of your business.You need to analyze the goals of your business and identify a series of data that will help you conduct successful email campaigns.

However, I suggest you take a look at the following categories:


Interests or preferences are important elements of engaging content and creating long-term relationships with your subscribers.

Subscribers want to receive newsletters that interest them. Thus, when you inform subscribers that you want to send messages based on their preferences, they will most likely provide the necessary information.

Longer online forms do not have to be bulky and clumsy. In order that the subscriber has no difficulty, suggest checkboxes. And here is an example from Stanley:

Stanley web form sample

And another example of a web form from the Pew Research Center:

Sample Pew Center Online Form

As you have already noticed, checkboxes offer multiple answers that make it easy to complete an online form.

Online Form – Subscribers Behavior Information

Information about the behavior of the subscriber shows how much the user is involved, what he / she is interested in at the moment and at what stage in the funnel is located. By tracking openness , clicks and behavior on the site, you can quickly respond to the needs of your subscribers.

The following email fragments show various product categories.Analyzing the choice of links from the user, you can assume what product the subscriber will be interested in.

Online form and behavioral factors

By analyzing the links in the letters that subscribers followed and the URLs of the sites they visited, you can create targeted campaigns, taking into account the products for which users have shown interest.And here is a fragment of an email message from UncommonGoods, which once again shows the products I have read in the letter and on the company’s website:

Online form with products from UncommonGoods

Situations such as an abandoned basket are very sensitive to time. You need to respond quickly if you want to return customers to the site.Here is a fragment of an email from American Giant that is sent to customers who have not completed their purchases:

Abandoned basket - an example of email

Transactional information

With transactional information, you can track conversions and link marketing activities with sales. Using e-commerce data, you can segment your subscriber base and send messages based on their transaction history.

Using transactional data, your email campaigns will be useful to users. A letter informing subscribers that their order is on the way, will help them determine the time of delivery.

Here is an example of a transactional message from Blue Bottle Coffee with the delivery tracking option:

Transactional Information - an Email Example

You can also use transactional data for the upsell. Perhaps some customers would like to add their order even before delivery.

Dollar Shave Club example:

Transaction Email

Of course, there are various ways to obtain transactional data. Based on the purchase history, you can involve users, for example, ask them to share their opinion on products, create campaigns like cross- or up-sell, segment subscribers, for example, taking into account their average check, etc. Experiment, implement A / B testing and evaluate which actions lead to the desired result and which ones do not.

Online forms and your experience

And what forms and polls do you use? What data are you analyzing?Share with us in the comments!