It’s the end of the festive season and the start of a new year, and as long as copious amounts of alcohol, food and partying haven’t frazzled them too much, email marketers will once again be focussing on their campaigns. New Year – new ideas? In a recent post, I briefly mentioned customer surveys, and I think this is a subject that warrants closer consideration. Why? Because if you do it right, your subscribers will supply the information you need to improve your email marketing campaigns.
Delivered – Now What?
The idea is simplicity itself because it eliminates much of the guesswork regarding email content and what subscribers expect from you. Deliverability issues are perhaps the biggest part of any email marketer’s battle in getting their emails through to a recipient’s inbox, with spam filters being the biggest obstacle of them all. But that said, the show’s not over until the weight-challenged lady sings, so once you’ve beaten deliverability issues to a bloody pulp and your emails have arrived safely and been read; what are they saying to the readers?
Are they imparting useful information? Are they offering incentives? Are they highlighting benefits? Are they doing anything in fact? The answers to those questions will be answered in your email campaign results, and if you’re happy with those results then you must be doing something right and that can’t be argued with. However, if your campaign isn’t doing as well as it could be, then a customer survey might make a big difference.
Ask and You Shall Receive
All you have to do is ask them what they want – it’s as easy as that. Customer opinion will help you to tailor your email content almost perfectly, and if you think email-based customer surveys are a waste of time – think again! One major advantage is that they don’t involve face-to-face contact, so subscribers will generally feel comfortable enough to have their say without risk of confrontation should their replies be of a more negative nature. This means they are far more likely to be completely honest in their replies, and that sort of feedback is priceless.
What Do You Want?
What questions you decide to ask in your survey will obviously depend on what goods or services your business supplies, but don’t be afraid to ask subscribers about your company’s performance as well: what you’re doing right, and more importantly, where you’re going wrong. You might not like some of the answers, but by addressing the more negative issues you will show your subscribers that you genuinely value their feedback and custom, and that can only be a good thing for your credibilty, sales and future email marketing campaigns.
Until next time.