Collect customer feedback, raise customer loyalty
Stuck for something to email your customers about? An online survey is an excellent strategy — it invites customers to participate and improves the performance of your email campaigns.
Here are four reasons a survey makes a good email subject:
1. It re-engages inactive subscribers
According to Informz, surveys produce the strongest combination of open rate and click rate — 36.6% and 33.39% respectively. Pair one with an appealing gift or discount and a survey will re-engage subscribers cheaply, and may well lift repeat-purchase intent along the way.
2. It shows customers you care
A survey is an effective way to communicate that you care. It shows you value customer feedback and want to provide the best possible service. Sending a survey after a purchase gathers opinion effectively and opens the door to cross-selling or up-selling other products and services — which lifts repeat-purchase intent substantially, because the survey itself reminds the customer of your brand.
3. It gathers valuable feedback
What you need to care about is your customers. You need to meet their needs, rather than hunting for customers who happen to suit your product. Sending a survey by email is the lowest-cost tool for gathering opinion and getting detailed analysis out of it. You can then use that analysis within your email marketing strategy to target the right customers, improve loyalty, and raise repeat-purchase intent.
4. It recaptures shifting preferences
Sending surveys regularly keeps your picture of customer preference current, and that is central to successful marketing. Preferences change constantly, and a regular survey keeps you close to what the market wants and where it is heading. Up-to-date market information is essential when setting marketing and sales plans — an out-of-step product wastes all the effort you put behind it.
That said, there are three actions you also need to take before the benefits of sending a survey materialise. Watch out for the survey-building tips.