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You’ve learned a lot about your recipients through their response to your emails… but let’s say you need more info. How can you obtain that information? Utilizing surveys in your email marketing can help you be sure you’re sending your recipients the information they want, when they want it. Below are some quick tips on creating a successful email survey:

Get Organized
Plan ahead and figure out exactly what information you need and how you’re going to use it. The way you word and format your questions will affect how you can use that information. Will you need to create segments based on this information? Will you need to track personal info in order to follow up with your recipients? How large will your sample group need to be? Knowing this information ahead of time will streamline the survey creation process.

Be Transparent
Let your recipients know why you need this information. Set the right expectations; if your survey is 50 questions long (let’s hope it isn’t), it wouldn’t be a good idea to say it will only take 1 minute of their time. More people may click your survey link, but most would abandon it halfway through. If your recipients know what they’re getting into, they’re much more likely to complete your survey.

Be Brief and Concise
Make it as easy as possible for your recipients to give you what you need. Include just a sentence or two and a strong call to action on your email content to entice your subscribers to click through to the survey. Word your questions to be as concise and clear as possible, and avoid making too many questions open-ended; try to make responding as simple as a multiple-choice answer.

Create an Incentive
Let your recipients know how they will benefit from filling out your survey.  This can be something as simple as sharing the end results, stating how you will use the information to improve your service or product, or entering them into a prize drawing. If you have a longer, detailed survey, try sending it to your most engaged members; coupled with a prize incentive, this could also be a good way to reward your most loyal subscribers.

Need some advice on setting up a survey of your own? Your Delivra account manager would be happy to help!

Celeste Odell | Design Services