As a marketer, you should know what’s on the mind of those you serve to help realize the value of the communiqués that you are sending. The best way to know is to ask… plus you may stumble upon an awesome brand enhancement or revenue generation stream.
Reason I) Goodwill – We’ve all been on that call that never ends – the one-way conversation that’s kinda pointless. eMarketers send between 50 to 300 email messages to their list over the course of a year, by peppering those campaigns with surveys you can gather honest feedback and show that you care to learn more about your recipients.
Reason II) You have to know more – Your recipients are your litmus test, you need to check with them to see if you’re on target. Ask them what they like about your program, but avoid asking them what they don’t like – instead, have them rank elements of your program. From this you can deduce the areas for improvement; use their feedback to improve as well as segment and offer better service.
Reason III) You have to show off – The recipient may only know a little bit about your company or your brand, you should remind them about all that’s available to them as a recipient. Do this subtly by asking the consumer to rank which of your available products/ services interest them. If they’ve purchased, ask for direct testimonials and ways you could serve them better – here’s an example.
Reason IV) You have to grab their Attention – Applying survey feedback not only shows that you’re listening but it helps inspire others to respond to future surveys. By incorporating survey feedback and crediting it to the respondents (even anonymously) is a powerful motivator; it shows empathy and strengthens your bond with recipients. The inclusion is also a great attention grabber, allowing you to reiterate the core benefits of your program – plus you can help reengage those who may have disengaged.
Reason V) The Elite – We’ve talked previously about the creation of a first responders club, it’s really simple to assemble. Start by putting survey responders in a special segment, acknowledge their inclusion and treat them well – doing so will increase the odds that they will provide future feedback, strengthen their opinion of your offering and possibly promote your brand to others.
