Perfect Survey Series: How to Ask Questions about your Program

October 31, 2008
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Be careful how you ask questions of your recipients, your tone is particularly important because if you imply that you are soliciting opinion to change things, you must be prepared to do so. Here are some potential pitfalls and ways to avoid them.

You could be asked to do things that you are simply not prepared to incorporate, for example if you ask the consumer if they want more or fewer emails their likely answer is going to be less. Circumvent


Be careful how you ask questions of your recipients, your tone is particularly important because if you imply that you are soliciting opinion to change things, you must be prepared to do so. Here are some potential pitfalls and ways to avoid them.

You could be asked to do things that you are simply not prepared to incorporate, for example if you ask the consumer if they want more or fewer emails their likely answer is going to be less. Circumvent by telling them you send x-number emails each week, and you’d like to know how many of those emails they read. This accomplishes two things, first you are telling the consumer that you have an important message and secondly you’re asking them to pay attention to at least some of them.

You could also get varying opinions about what would be best for your email communiqués; each may be a great suggestion but you may not have the resources to come up with that many versions of creative. A better way would be to ask people about the types of things they would like to see in your emails, then attempt to feature as many of these items in future campaigns.

Never forget the importance the text box plays in a survey, make sure it is prominently placed and that you are inviting the recipient to share colloquial feedback with you. Many people love to chat about themselves and their interests; the text box is an open invitation that allows you to gather feedback and segment.

Share your survey with a small group just before you deploy, include your team, others in your company and try to get an end-user’s perspective (i.e. first responders club.) Incorporate their feedback before you make the survey available to all recipients.

Remember, your survey should be conversational; never forget they are two-way communiqués and that a good marketing program is all about creating interactive conversations.
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