If you want to improve your marketing strategy to drive better results, getting customer feedback is a great way to go about it. Every business, from independent startups to international corporations, relies heavily on learning from its clients. As a business, you cannot afford to simply guess your customer’s wants and needs, instead, you need to get to know the client properly in order to exceed their expectations.
Surveys are perhaps the most effective tool for gaining customer feedback, though getting to users to actually complete them can be somewhat of a challenge. People generally aren’t too willing to give up their spare time on answering questions just because an email landed in their inbox. As such, it’s no surprise that the average survey response rate is about 10%, and even well-renowned brands may struggle to hit the 25% mark (source). So what can you do to encourage your customers to provide valuable feedback through a survey that you have created?
We’ve gathered some tips that will help you create the most effective emails that invite recipients to complete your surveys:
We’d really like to hear your feedback about [topic of the survey]. It will really help us improve [pain point] so that we can provide a better customer experience for all of our clients.
As a thank you for completing our short survey, which will only take about [Y] minutes of your time, we are offering all respondents a [X]% discount code off their next purchase in our online store!
To take advantage of this opportunity, please click the survey link below:
Thanks for your time, it is really appreciated.
The [company] team
The opinions of our users are of the utmost importance to [company], which is why we’d love for you to answer one simple question for us.
Your feedback will help shape the direction of our future content, so we hope you agree that it will be mutually beneficial to find out what you really think.
You can answer our single-question survey by clicking on your preferred choice below:
We really appreciate your feedback– it will help us achieve our goal of exceeding the expectations of all of our clients.
[Name], [position] at [company]
You recently purchased [product/service] in our online store, and we’d be extremely grateful to hear your thoughts about it.
The survey will only take [X} minutes to complete, and your feedback will help us improve future [product lines/software versions].
To start, please select your rating below.
[Feedback scale with a link]
Thanks for your input,
We’ve gathered the results of our recent survey, which we really appreciated you answering.
Since you took the time to share your thoughts about [product/service/matter], we thought you might like to know the results.
We are pleased to announce that [X}% of our customers would recommend [product/service] to a friend!
While this is great news, there is still room for improvement, and we will take each of the comments that we received from loyal users like yourself to better ourselves.
Thanks, and enjoy your [Optional reward as a token of appreciation].
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Both options are possible, though it’s not really feasible to embed a survey with multiple questions in an email. If you’re sending a single-question micro survey, then it’s preferable to embed the feedback form in the email so that users can answer it in one click that directs to a confirmation page they can close immediately. It’s also a good idea to link to a full-length survey by embedding the first question in this way.
If you’re embedding the survey into the email, it should only have one question. If you are linking to a longer survey, there are no limitations to its length. The most important thing is to be upfront with your users about how long it will take to complete, otherwise, you risk annoying them and losing respondents.
Surveys allow you to gather valuable data from your existing customers or subscribers, and email is a cost-effective and quick method for receiving a large number of responses to them. You can get honest answers, as your customers will feel free to express their true feelings if the survey is anonymous. Email surveys also allow you to reach your audience on a channel that they already use and are engaged with.
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