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Your audience has valuable opinions that can help improve your business or organization. But the question is: How do you effectively collect that feedback?

You may have tried conducting focus groups and reaching out to a few, select individuals, but you need a big picture view of how your business is performing in different areas and about your people–both internal team members and your external customers.

Enter online surveys. There is no better, more efficient and effective way to collect the valuable feedback your company needs than with online surveys, and the single best way to get responses to those surveys is by using email marketing to invite and encourage people to participate. Our new integration with GetFeedback allows you to do that right from Campaign Monitor.

Why surveys are important

Feedback from your customers allows you to improve both the overall customer experience and the experience within specific parts of your business. And we know customers want exceptional service.

Research shows that 55% of consumers would pay more for a better customer experience.

Plus, poor customer experience costs your business money.

89% of consumers have stopped doing business with a company after experiencing poor customer service.

Surveys can also be used to better understand your audience demographics and their buying habits, to gauge the success of an event or conference, or to gather feedback from employees within your organization.

Sending an engaging invitation to take your survey via email is one of the single best ways you can get people to respond.

In this post, we’ll look at some common survey examples and provide some simple tips for using email marketing to help get responses to the surveys you send.

Customer satisfaction

Surveys that focus on customer satisfaction help you determine which areas of your customer experience you can improve upon, as well as what customers liked and disliked about their overall experience.

Support service satisfaction

The quality of support services can have a major impact on a business’s bottom line: Parature surveyed 1,000 consumers and found that 65% would cut ties with a brand over a poor service experience. Therefore, it makes sense that those support interactions have to be closely monitored on a regular basis so that your business keeps the customers it has worked so hard to earn.

Here’s an example of a support satisfaction survey from Lyft:

support satisfaction

From this survey, Lyft is able to quickly and accurately gauge how customers feel about their experience with support and make adjustments based on that feedback.

Product satisfaction

Another way companies use online surveys is to measure product satisfaction. Take a look at this example from The North Face:

Product satisfaction survey

Product surveys like this one help companies ensure that they are providing top-quality items that buyers love using over and over again. It also helps alert them to any trends in low-quality items that may have a faulty element–which means they can proactively work with customers to resolve the issue. In addition, when companies receive positive feedback from product surveys, they can also invite customers to write a review of the items.

Checkout process satisfaction

Poor customer experiences within your site’s checkout process can be a major source of friction for buyers. Whether it’s faulty navigation or a form that’s too long, you can use a checkout process satisfaction survey to identify areas for improvement–simply by asking customers for their opinions.

Customer demographics

Another way you can use surveys is to get a clearer picture of who your customers are. It’s easy to collect basic information about your customers from orders placed online, but if you want more in-depth data, you have to ask for it–like this example did:

demographics survey

In an survey that looks at customer demographics, you can ask questions like:

  • What is your job title?
  • What is your age?
  • What is your annual income?
  • What is your education level?

The email that you send out for this type of survey can speak to the fact that you desire to provide more relevant recommendations and content to your customers.

74% of online consumers get frustrated with websites when content appears to have nothing to do with their interests.

With the information you collect from these types of surveys, you can define marketing personas so your marketing materials and future promotions speak directly to those relevant target customers.

Buying habits

Surveys that enable you to better understand your customers’ buying habits can help you hone your marketing efforts and ensure you’re positioning your brand in the best possible way. When you know the driving forces behind your customers’ purchases (like price, quality, status, etc.) you can speak to those motivators in your communications with them.

Take this survey for example:

Buying habits

These types of questions not only help you pinpoint the buying habits of your customers but allows them to share feelings from their perspective. You might think your customers are early adopters, but a survey like this could reveal the fact that they’re actually one of the last to purchase.

Conference or event

Whether you’re trying to gauge which speakers your event attendees are most excited to hear from before an event, or you’re seeing which sessions were most helpful after the event has concluded, event surveys that gather data from attendees can be great resources for future planning. It’s important to send out an event survey as close to the end of the event as possible while the event is still top of mind. You can even send a survey out for each session of an event.

Here’s an example from Dropbox:

event survey emails
By collecting the opinions of people who attended their event, Dropbox was able to create real, tangible metrics that helped measure how successful the event was and what could be improved for future events.

With event surveys, you’ll be better able to answer questions like:

  • Was the keynote speaker worth his/her fee?
  • Were the breakout sessions relevant for attendees?

It’s also a great way to follow up with attendees and to show that you value their thoughts and opinions.

HR & employee satisfaction

Employee satisfaction can be a tough topic to gather information about in a face-to-face context. It’s hard to be honest about opinions when it feels like saying the wrong thing could get you in trouble at work.

But thanks to the low-stakes environment of an employee satisfaction survey, companies, and HR departments can gather more open and honest feedback from employees that can help improve internal operations. Plus, surveys can be set up to collect this feedback anonymously, so team members don’t have to worry about their responses putting them at risk.

The email you send to encourage employees to participate in an employee satisfaction survey should stress the fact that responses are confidential (which they should be), that participation is easy and quick, and whether or not the survey is mandatory or optional.

LinkedIn used an employee satisfaction survey like this example to gather data from its employees:

employee satisfaction survey emails

Wrap up

Surveys can provide you with heaps of valuable insights. From your organization’s operations to details about customers’ buying habits and employee satisfaction.

Using email marketing to invite people to respond to your online surveys is win-win.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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