KEY TAKEAWAYS COVERED IN THE PODCASTYou should never log into your marketing platform, type an email up and hit send to your entire list. The more research you on your audience do the better.You need to speak to your customers in completely different ways, based on the data points you can collect on them. This means you’re only sending them information they’re interested in.Using surveys to find out exactly what your audience want is a great way to be sure you’re offering them exactly what they need. Based on the responses they give you, you can send them links that they have already told you they want.If someone has a bad experience you can automatically set up an email that offers them a discount or voucher, potentially helping retain a customer that would have otherwise left. Alternatively, if anyone says they loved your product, you can automatically take them to a page where they can review you on TripAdvisor, Google or whichever platform you use.Surveys make it look like you care about every single customer – which you do!Usually, three or four questions is enough to ensure you get the responses you need. Consider the key questions you need answered in order to offer them what they need.Finding out what topics your audience are interested in, or what their biggest problem is right now is a great way to reduce your unsubscribe rate.THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…To get people to fill out your survey you can offer your subscribers a free gift in return. Alternatively, you can use an emotional motivator which will mean you’ll be gathering responses from people that are already emotionally invested in your survey, rather than people that are just there for the free gift.HIGHLIGHTS YOU SIMPLY CAN'T MISSIntroducing Rob and Kennedy – 05:04Setting Up A Risky Business – 17:05Avoiding Marketing Faux Pas - 20:00About Response Suite – 25:20Surveys As A Marketing Tool – 32:30Getting Your Subscribers To Fill In A Survey - 38:00Finding Out What Your Audience Want Using Surveys 51:40LINKS TO RESOURCES MENTIONED IN TODAY'S EPISODEEpisode #46: My Ten Digital Marketing Predictions For 2019Response SuiteResponse Suite InstagramTranscript below Hello and welcome to this week’s episode of the podcast. As always I am your host, Teresa Heath-Wareing and it’s an absolute pleasure to have you with me. Now I’m going to jump straight in. I’m going to ask you a question and I want you to think about it. So how well do you know the people that are on your database might be a bit of a strange question to ask. You might think “What do I need to know about the people on my database?” Or you might think while I’ve created this customer profile my customer Avatar and I target those sorts of people so I’m assuming the people on my database match up to those people. Now the reason I’m asking this is because I did a prediction episode which I’ll link up to in the show notes at the beginning of the year and one of the things I predicted was that we’re going to become a lot more personal within our marketing. We’re no longer just going to send a big mass marketing big huge campaigns to everyone on our list we need to start getting much more specific, much more considerate of the people who are on our list and what they actually want from us. Now I think one of the mistakes that most businesses make when they are looking at their data is they are making big assumptions about the people on their

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