Your email list may have names and emails—but is that enough? Without enrichment, tagging, and behavior insights, most brands are flying blind.
Your email list should tell you:
- Who your subscribers really are
- What they’re interested in
- Where they are in the journey
If you’re only looking at open rates and click-throughs, you’re missing the opportunity to create personalized, sequenced experiences that drive real conversion.
Signals to Track Beyond the Basics
- Pages visited before subscribing
- Survey responses or quiz inputs
- Product categories clicked (even if not purchased)
- Timing patterns (when they engage most)
Tools to Fill the Gaps
- Klaviyo: Segment based on behavior & purchase intent
- Clearbit or 3rd-party enrichment tools: Add firmographic or demographic data
- Custom fields: Ask for preferences via onboarding or re-engagement flows
Example
A beauty brand added a “hair texture” question to their welcome flow. This one data point allowed them to:
- Recommend specific products
- Send fewer emails—but with higher engagement
- Build loyalty with targeted tutorials
Related Article
Final Thought
Your email list is a living asset. Feed it data, and it will feed your growth. Don’t settle for static lists—build dynamic relationships.
