It takes a village to build a successful business. And this village not only includes the people who build and maintain your brand, but also the people who benefit from it – your customers.
Receiving customer feedback via email can be an integral part of improving your customer experience in several key areas, including support, loyalty, acquisition, sales, and marketing. Who knows better how well you connect (or not) with your customers than your customers themselves?
We cover the basics of email-driven feedback so that you can learn how to collect the responses necessary for continued success. Here’s what to know.
Feedback starts with getting your message through the door
You cannot collect feedback if you cannot appear in front of users at all. The average open rate for email marketing is only 19.96 percent, and you need to hit it (or better, beat it) if you want enough meaningful feedback.
Some ways to do this:
- Clearly state your company or name. Make sure your subscribers can easily see who the email is from.
- Create compelling subject lines. Stand out and give an accurate summary of your emails.
- Use the preview window to your advantage. Add a call to action that will force recipients to open your email.
- Analyze your statistics. See what day and time you get the highest open rates and use this information to your advantage.
Your recipients are busy. So send timely follow-ups to identify some of the users who slipped through the cracks during the first round of feedback collection. As long as you are polite and not pushy you should be able to fill in a few gaps.
Get to know your users through polls and polls
You have your customers’ attention, now what?
User feedback is invaluable. However, without a reliable method of tracking, you are missing out on the opportunity to increase customer loyalty and grow your business. You want to collect all of the insights (including the bad ones), and polls and polls are workable ways to get information.
There are many types of polls and polls that you can use to collect feedback. Basic methods are used to learn more about aspects like customer satisfaction, while more advanced tactics can give you insight into your attorneys.
In any approach, keep in mind that a good survey or poll should include:
- Well-defined goal. Build your polls and polls with a clear goal. Knowing what you want to find out can help tweak both the questions you ask and the way you ask them.
- Sensible questions. Let your questions count. Align them to gain new insights rather than just supporting things you already know.
- Comprehensive format. You have a variety of format options including open-ended questions, closed questions, and multiple choice formats. Experiment to find out which is the best feedback for you.
- Fixed structure. Your poll should have a beginning, a middle, and an end. Start with simple questions to encourage participation, and then get to the heart of the matter. From there, complete a few open-ended questions that will give your audience food for thought.
- Clarity. Don’t ask confusing questions. Keep your polls and polls straightforward and focused.
- Relevance. Will everyone on your list be able to answer your questions? Do your questions mean the same thing to everyone? If you are unsure, it might be best to create questionnaires for different contact segments.
The target group was psychographic segmentation
While email polls and polls are great for getting feedback, nothing tells you what your users want like the actual results. You should test more specifically for this.
Email testing (think A / B testing) and measurements (your campaign analysis) will help you understand how your target audience is responding to certain elements, including types of content and frequency of contact. Both let you set up psychographic segments to tailor your list based on individual wants and preferences.
Psychographic segmentation is about basing your targeting strategy on unique variables like interests, lifestyle, and behavioral patterns. These types of variables provide insight into the psyche of your users and can help you determine how segments will react to certain content. For example, if your reports show that a group of subscribers have not opened any messages in the past three months, they can create an appropriate segment for a reintegration program. That way, you have one more chance to get their attention again before removing all unchecked users from your main list.
Customers are arguably your best source of information, and their feedback is critical to the continued growth and success of your business. All of the above efforts can help you encourage your customers to move from being a mere consumer to being an active user. If you can provide the flexibility and attention that online marketing requires, you will be rewarded from the recipients with the feedback you need to be successful.