To make sure people enter real email addresses I make it clear in some agate text next to or below the opt-in form that I will email a link to the thing I’m offering. I set up the first autoresponder email to do just that, and nothing else. I just fulfill on the promise and don’t try to sell to them yet. The next day, the second email goes out and I use this one to get some input from the subscriber. I’ll write something like this:

“I hoped enjoyed the free report on basket weaving.

It’s not easy weaving baskets. If you can spare a minute I would love to know what specifically is your biggest challenge when it comes to basket weaving. Is it:

(I just list the most obvious hurdles I can think of for the niche.)
1. The cost of basket weaving?
2. How to get started?
3. Having enough time?
4. Having a plan with instructions?
5. Knowing where to get the supplies?
6. Something else?

If you want to, just hit “reply” and type one of the numbers above. Of course, if it’s number “6″ I would appreciate a couple extra words. ;-)

Thanks for your help.

Bill Basket”

If you want to throw in a “P.S.” with a mention of the product you’re marketing and a link that might be OK. I prefer to wait until there’s some commitment to the relationship from the reader, or at least until the third email. I’ve been surprised how many people respond, almost 20%. Usually the response is just “1 and 3″ but occasionally someone will write an essay, and some others will want personal coaching! I usually ignore that last group, depends.

Then, I keep track of the results and use those insights to retool my landing page. If it’s clear that most people are having trouble with “5. Knowing where to get the supplies?” then I definitely will focus on that pain, not just on the landing page, but also in my follow-up emails. Of course, if you’re going to develop your own product for a niche this kind of information is priceless.

You may be surprised what most of your audience tells you. I know I was.