Marketers know that, for their business to thrive, they need to have happy customers that are willing to not only return for more, but bring others with them. Unhappy customers won’t keep your sales funnel full, so marketers need to be surveying customer satisfaction periodically to help give them valuable insight into the minds of their consumers.
Read on to discover how a customer satisfaction survey fits into your email marketing strategy.
What is a customer satisfaction survey?
A customer satisfaction survey is a survey that’s given to your customers to learn from them. These surveys help the consumer’s voice be heard and allow marketers to gather vital information on where they can be improving the overall customer journey.
These surveys can come in various forms and can be placed in different marketing channels for ease of use, such as:
- Email surveys
- Surveys on social media
- Placed on your website
Using email to survey customer satisfaction
It’s a proven fact that consumers prefer using email to communicate with their favorite brands.
Email is one of the most commonly used digital customer service channels, with 54% of customers using it in the past year.
Creating a customer satisfaction survey with Campaign Monitor is simple. Designing an email that’ll suit your readers requires a few things:
- Questions that pertain to them, not you
- Quick and to the point
With our easy-to-use Drag-and-Drop editor, brands can create visually appealing surveys that get straight to the point, so their readers can go through it and move on with their day.
Now, customer satisfaction surveys can be designed in several ways. Marketers can choose to provide a hyperlinked button to a landing page for the survey, or they can make use of a simpler star or numerical voting system right in the email.
Source: Really Good Emails
However, when asking for customer feedback on more than just a product or specific service they received, it makes things easier to maneuver through if you take them to a landing page.
Source: Really Good Emails
How to measure the success of your customer satisfaction emails
After you’ve sent out your customer satisfaction emails, you’ll want to monitor a few key performance indicators (KPIs) carefully to see if your customers are opening and taking part in the survey.
KPIs to monitor include:
- Open rate
- Click-through rate
- Response rate
You’ll want to monitor the open, click-through, and response rates because, if those numbers are low, then you know your readers have no interest in taking your survey, let alone opening it up.
Encourage customers to participate.
Finding creative ways to encourage your customers to participate in customer satisfaction emails can seem tricky. However, there are some simple ways to go about it, such as including incentives for users to complete your surveys.
Feedback email response rates increase by 30% when incentives are included.
Incentives can be anything, such as a free sample or special promo or discount code for a new product or service.
Other ways to encourage consumers to check out and participate in your customer satisfaction survey is to make sure you’re using actionable, high-quality subject lines.
Does customer satisfaction really matter?
It may seem like a silly question, but, believe it or not, many marketers say, “There are plenty of fish in the sea,” so customer satisfaction isn’t always a high priority for them.
Here’s the problem with this thinking: Even in our digital age, word of mouth is a primary method of attracting new customers. So, if your word of mouth is poor, you won’t be seeing those other “fish” in the sea.
Treat your customers like people, and you’ll begin seeing an increase in your active customers.
Campaign Monitor makes creating simple, actionable customer surveys a breeze; however, creating copy and subject lines that catch the reader’s attention is just as valuable as the design of the email.
Check out our 9 surefire survey email subject lines and start gathering ideas for your next customer satisfaction campaign today.