Email continues to outperform most of the other marketing channels and is among the strongest revenue-producing marketing channels, with an enormously high ROI of 4200% that is $42 on every $1 spent.
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Your email marketing campaigns, though, cannot exist in a vacuum. If you actually want to reap the best out of your email conversations with customers, then you must focus on generating better interactions and begin listening to your contacts.
Using Surveys and Polls in your email marketing campaigns can help you with this.
Why is Customer Feedback Super Important?
Customer feedback is paramount when you want to determine a customer’s needs and tastes; thus, it plays a central role in a business. It enables you to create long-term relationships with your customers, improve customer experiences, reinvent your product or service in response to customer demands, and drive more sales.
With innovative email marketing campaigns, you can gather valuable information and input from your customers.
Consider customer feedback to be a doorway to more business prospects and a continuous source of discovering new ways to engage your customers.
Email marketing campaigns (and other novel methods of gathering customer feedback) can endlessly help you hone in on what your customers actually think about your product or service and tighten your product growth roadmap.
4 Reasons Marketers Should Have a Go At Email Marketing Surveys
1 . Get Essential Data to Optimize Communications Better
Marketers must understand how to constantly make communication better when it comes to email marketing campaigns. That is, they must know what messaging has the greatest impact, what collateral helps elevate ROI, and what detail entices customers to engage more.
Promotional email blasts and generic newsletter content do not go well for all customers.
Surveys can help you with this. Marketers can learn more about their target audience and what they expect by using email surveys.
Create engaging surveys which should include open endings, meaning that your customers can get a direct message that addresses their concerns or needs.
2. Identify Repeat Buying Behavior
It is not rocket science to understand that satisfied and loyal customers are your most enormous customer base. They are the ones who will spread positive word of mouth and will keep coming back to your service or brand despite the many choices available to them.
Use surveys in your email marketing campaigns to identify those loyal and repeat customers. Design the survey and ask your customers where they like to buy and list all of your competitors.
Based on the survey result, you can see which competitors stand stronger than you or who are repeat customers.
3. Analyze Customer Experience
You absolutely need to care, to strengthen the relationships between your brand and your customers. Customers see this and really appreciate those brands that take care of their concerns and needs.
Utilize your email marketing campaigns and send customer feedback surveys to let your customers rate their experience using your product or service.
These surveys would encourage open discussions, which means that the brands can reach out to customers directly without relying heavily on just cold statistics, which do not include the whole picture of what your customers think and feel about your brand.
4. Effective Audience Segmentation
For brands, email marketing campaigns are a more personal medium to connect with their customers and prospects. But despite such communications being more straightforward, personalized, and strategic, there is always room to boost click-through rates and drive conversions.
Therefore, conducting surveys for your email subscribers lists and giving you clear options for allowing them to express their preferences or what bothers them, thereby enabling you to optimize your large audience segment in more targeted and smaller segments.
Moreover, you can even better personalize your email sequence and drastically optimize your conversions.
How To Gather Customer Feedback Through Email?
1 . Address the Right Audience
When you want customer feedback from your entire audience through email marketing campaigns, it is well and good. But, there are times when you want to collect feedback from a specific audience.
In that case, you must ask your questions to the right audience. You can achieve this by segmenting your audience. For example, if you want to improve the checkout process, you shouldn’t ask people who didn’t buy anything.
2. Use Clean and Focussed Design
Stick to a clean and focused design for your feedback emails. Indeed, it will help you get tons of valuable feedback you always wanted. Therefore, make sure that there aren’t unnecessary images or headings in feedback emails. Just the message and well-placed call-to-action button would do a lot.
The simplicity here will act as the catalyst to get the recipient’s attention on the message without getting distracted. Moreover, it will set the stage for the primary conversion action that you want from them—to click the button and take the survey.
3. Include Clear CTA
There are several methods for gathering customer feedback. You may add customer feedback questions in which customers respond to your email with their views, complete a survey, or contact you to tell you more.
But the essential aspect of understanding how to ask for customer feedback by email marketing campaigns is your call-to-action (CTA). It is the section of the email where you tell recipients what you want them to do.
Therefore, it should be highly noticeable, clear, and mobile-friendly.
Why Embed Polls To An Email Campaign?
Using a poll in your email automatically makes it more interactive for your recipients. It is imperative that you will embed polls in emails the next time you want to boost email engagement.
By creating clear yes or no poll emails, you can get your audience interested in engaging with your email, which will help you understand where they stand on a particular concern or aspect about your product or service.
You can proactively understand your customer’s needs and interests to guide you on which content you want to avoid sending or which one to send out. Thus, it takes away the guesswork as you write your email content and inevitably reduces your time consumed while creating your emails.
If you review the poll results, you are likely to begin to find that the interests and expectations of your customers will definitely vary. You can utilize these valuable results and easily revamp your segmentation lists based on the exact response, names, and email addresses.
Why Add Surveys To An Email Campaign?
“When you send any question through emails to collect customer feedback, it is called email surveys. So, even though you just send emails inquiring about customer satisfaction or their opinions about your product/service, you can call it an email survey. However, technology luckily allows us to do more with less effort and keep hold of all the survey results.”
While adding a survey in emails, you will usually have a survey title, a brief introduction, and a button that will let your audience open the survey in a new window. However, even the most well designed and well-placed button doesn’t guarantee that it will be a great hook for your audience.
Suppose you want to take a survey with 4 to 5 questions, then it is best to embed a question in the email and give your respondents a preview of the survey by allowing them to answer the first question in the survey right from their email box.
Answering the embedded question will automatically open a link to your entire survey page. Even if your respondent leaves that survey page without further questions, you still receive some data back. It’s a win-win situation!
If brands look to revamp their overall strategies, mix up their offerings, or improve email marketing campaigns, then surveys and polls can be extremely powerful to get untapped information about your customers.
That means you can get the missing jigsaw piece to complete the whole picture!