Email marketing campaigns have long since relied on surveys for quick and direct information gathering. But in 2019, the use of these surveys can seem obsolete. Why? Across industries, the average survey response rate is 33%. But just because surveys don’t yield the highest interaction rates doesn’t mean they’re not important. In fact, often this information gathered is some of the most important data a brand can use, thus showing the importance of email marketing surveys for brands and marketers across industries. Brands shouldn’t be alarmed by the low engagement numbers. Of course, there are ways to optimize these campaigns for maximum impact. Brands can incentivize these initiatives to boost numbers. But even without these paid incentives, survey results are insightful. If a consumer is taking the time to complete a survey, they have something they want to say. And brands should we ready to hear this feedback with open arms.
What is an Email Marketing Survey?
An email marketing survey is an online platform that requires users to answer questions. These can range in length and duration, and there are some reasons a brand might want to roll out a survey. They could want to learn more about their customers, refine their strategy, and look for ideas to spark innovation and growth. 87% of consumers that take a survey want to have a say in a brand’s future products and services. Therefore, this information gathered is critical to the future success of a brand as a whole. Surveys are expansive, offering brands a way to ask questions and get answers to topics that modern analytics services can’t access. And surveys are quick! They don’t require teams of investigators scouring the internet and going through cold call lists to get this information. Need more proof? Below are five reasons email marketers should turn to polls and surveys to drive business growth.
5 Reasons Marketers Should Start Using Email Marketing Surveys
1. Surveys Collect Essential Data for Marketers to Use to Better Communication
When it comes to email marketing campaigns, it’s important that brands know how to communicate. Meaning they need to know what messaging makes the biggest impact, what collateral drives ROI, and what information makes customers want to interact. Not all consumers take kindly to promotional email blasts and generic newsletter content. That’s where surveys come in. With email polls, brands can get a better understanding of who their audience is and what they want. It’s no secret that consumers want to receive email content from brands. But how they receive this content is what matters. 81% of consumers want brands to take the time to get to know them, for instance. Making it easier for marketers to give consumers exactly what they want. And surveys open the door for these communications and this relationship-building that turns more leads into conversions.
2. Surveys Can Highlight the Customer Experience
The customer experience is key when it comes to digital marketing. In fact, customer experience will soon surpass product and price as a key brand differentiator. As a result, brands need to do more to facilitate smooth and seamless experiences across a wide variety of platforms, mediums, and channels. Brands need to understand how users engage with branded materials including blogs, websites, and applications. When they do, they can get a better idea as to how to tailor an experience that drives sales. Email marketing surveys open up these doors to understanding and illumination. Surveys can ask very targeted questions about how an individual uses a website, what information they’re looking for and more. These surveys also facilitate open conversations, meaning brands can reach out to the source directly to gain insights without having to rely solely on cold statistics that might not be giving brands and marketers the complete picture. This example from Anthropologie shows the power surveys have in illuminating how a user interacts with a website and how brands can give consumers better overall experiences. Source: Really Good Emails
3. Surveys are a Great Platform for Content Creation
If brands are looking for new places to gain content inspiration, they should look to surveys. With surveys, brands can not only get a better idea of who their audience is and how to give them a better experience, they can also learn about their likes and dislikes to create content that drives action. Maybe audiences have a question about a specific product feature, or maybe they want to know more about a brand’s core values and personality. To find out what is of interest to an audience, a brand can use email polls that get right to the heart of the matter. When brands roll out surveys asking consumers key questions, they can then use this content to create materials for content marketing promotion like blogs, articles, and more. Content is valuable, and this content comes in a few forms. It includes blogs and articles, case studies and reports, videos, social media imagery, and more. When brands take the time to invest in this direct research, they can be sure that their content creation capabilities will skyrocket. And not only that – this content will be immediately engaging to their audiences.
4. Surveys Give Audiences an Effective Way to Provide Product Feedback
Product feedback is key. It’s these insights that help brands better understand how their products are performing and why. Of course, metrics and data accumulated through robust platforms offer insights into market perceptions and how the product functions. To understand the value a product has and what features are most engaging to audiences, brands need to go to the source. Email surveys allow brands to get this direct communication with ease and without any unnecessary dilution. Email marketing surveys are more impactful because they land right in consumer inboxes, instead of relying on audiences to click on a pop-up on an app or website, personalized emails drive more interaction and completion. Brands can now gather more information to base a subsequent product launch or update. Here’s an email survey example from Unsplash. With it, marketers can see how surveys can be successfully used to improve products and services. Source: Really Good Emails
5. Surveys Open the Door to Optimized Segmentation
Email marketing is a more personal way for brands to connect with their audience. But even though this communication is more direct and sincere, there are ways to boost click-through rates and drive conversions. That’s through personalization. 75% of consumers are more likely to buy from a brand that calls them out by name, recommends products based on past experiences and generally offers a more personalized experience. Therefore, these in-depth surveys allow brands to roll out more segmented email marketing campaigns that target specific users for very specific reasons. Email surveys highlight key consumer behaviors, vital audience demographic information and interest levels that help marketers put email subscribers into very specific categories. Therefore, the next time a campaign lands in user email inboxes, it is tailored to their specific preferences and brand experiences. It’s not a surprise that consumers want personalized experiences. But these surveys illuminate how brands can provide this to their audience.
Wrap up – Why Brands Need to use Surveys in Their Email Campaigns
Marketers shouldn’t forget about the powerful implications of survey results. Whether brands are trying to completely revamp their strategy, switch up their products or get a better sense of how they’re performing overall, surveys can be extremely powerful. Five reasons brands should roll out email marketing surveys include:
- Their ability to facilitate more engaging communication
- Their potential to better the customer experience
- Their content creation capabilities
- Their feedback potential
- And the opportunities they offer to personalize email marketing campaigns better.
These are just a few of the ways that email surveys and email polls bridge that gap between brand and consumer, establishing more fruitful relationships and putting brands on the fast track to digital marketing success. Email surveys might seem like a tactic from the past. But these surveys have a way of providing brands with honest, organic and actionable insights that can radically transform a product, marketing, and development strategy for years to come. Are you looking for a change to your email marketing strategy? Why not try outsourcing!