How well do you really know your customers?
One of the most important parts of growing any business, whether online or offline, is getting to know your audience. And contrary to what most people think, it doesn’t have to be hard. In fact, it can be as easy as sending one well-structured email survey.
All the input you get from evaluating your customers’ satisfaction level will allow you to create a better online shopping experience and build an audience-targeted marketing campaign that will expand your influence and get your products in front of the right people.
In this post, we’ll be walking you through how you can build more powerful surveys, collect actionable data, and send them to your customers via email. We’ll also teach you how to analyze the results from your surveys to better meet the needs and wants of your customers in terms of product or service satisfaction.
So, let’s get started, shall we?
Before anything else, you’ll want to determine what information you want to get and how to get it. This is usually done by structuring your questions to fit the need. For this, ask yourself the following questions:
1. What do you want to know?
The most effective surveys have one goal. Not two, not three. Just one. This is because laser-focused surveys generally produce better results and are easier to examine and put into action. If you want to make your survey as effective as possible, treat every question as a single puzzle piece that’s part of a bigger picture.
2. Who will your survey go out to?
You may be thinking of collecting data from new customers, old clients, or the entire list. If you want to get highly specific data, keep your target audience in mind and create your survey in a way that speaks directly to them.
3. How will you be using the data?
Sometimes we can get caught up in wanting to know everything that’s on our customers’ minds without having a legitimate reason for doing so. Having a clear idea of all the ways you plan to use the data gathered from the survey is a crucial step in developing your first draft.
What to Ask and What NOT to Ask
Keep in mind that structuring an effective survey requires a lot of time and careful attention. The questions have to be statistically valid and don’t lead to answers that will skew your data.
If you just want to get a pulse of how customers currently feel about your business, these three questions are a great place to start:
- What are we doing that you like?
- Which offers would you like to see from us?
- What areas can we improve on to make your experience better?
What to Avoid When Structuring Your Survey
Effective surveys are free of any fluff and over-complication. If you can ask something simply, then ask simply. Highfalutin words will only make your business sound like it’s being run by egotistic people, and long questions with no clear point will just lead to confusion and unreliable answers.
Other things to avoid are loaded or leading questions that unfairly influence how customers respond. It’s best to keep your language as neutral as possible, without any indication of trying to highlight your product or services in a prejudiced way. You also shouldn’t coerce answers from survey participants by asking questions that highlight a preferred response. This won’t yield valid data that you can use to improve your marketing campaign.
Examples of questions to avoid:
“In light of the continued success of our marketing products, how do you think we could make it better?”
“Isn’t it true that most female customers are influenced more by aesthetics when making purchasing decisions than anything else?”
“Will you buy your wife jewelry as a gift on Valentine’s Day to prove you love her?”
Writing Your Email
Once you’ve finished making the survey, the next step is writing your email to suit the target customer. We mentioned above that having an idea of your target survey participant is crucial. The reason for this is because you need to keep the customer in mind when writing the body of the email survey.
The Subject Line
It’s important to keep the subject line accurate, brief, and compelling. This part is going to take a bit more creativity since your goal is to catch the audience’s attention and entice them to open your email.
The volume of emails a typical person receives is staggering. A lot of them also turn out to be spam, and that’s not how you want your audience to view your email survey. Anything you can do to personalize the email will increase open rates significantly, which will ultimately lead to more relevant data.
Unless you plan on sending out to a small group of people, email automation is the best way for you to efficiently send out your survey. Platforms like MailChimp and Vero are great for sending out large quantities of emails.
Because most gadget-owners prefer to open emails using their mobile device, setting your emails to be mobile-friendly is crucial. Before you send them out, view the email on a tablet or smartphone to make sure that everything shows up properly.
Analyze the Data
After you send customers the survey, the next step is to collect and analyze the data. All the information you’re going to get should provide you with a clearer idea of what needs improvement or fine-tuning in your business. If you decide to make changes that were suggested by customers in the survey, let them know! They’ll appreciate the fact that you acted on their thoughts and opinions.
It’s almost impossible to read your customers’ minds unless you ask them. And even though structuring and writing an awesome survey can seem like a daunting task, it’s one of the most effective tools you can add to your marketing arsenal.