Have you ever wondered what your customers think about your service or product? Are you sure which products your followers might see in your shop? Are you looking for ways to engage with your subscribers? If you answered yes to any of those questions, you will love to learn these eight advantages of surveys and polls, which are actually included for free in your email marketing account. What is a survey? A survey consists of a series of questions asked to an audience (the larger the better) in order to gather data or to detect statistical tendencies in their opinions about a specific issue. A survey can help to get an idea about how happy your customers are with your service or to understand who they are and what exactly they are looking for. What is a poll? A poll is a mini survey of one or two (at most) questions that may be published on a website to quickly measure public opinion about a topic at a specific moment. Both options are the perfect tools for inviting your audience to speak their minds. The answers may help you to make the necessary adjustments to your products and services or to prepare the right content for your segments that you can create with the information provided. What are the 8 advantages of surveys and polls? Starting a conversation: Sending a survey with open questions is the ideal way to engage with your audience and to open a channel of communication with them. People like it when somebody cares about their opinion. Easy and fast: Create your survey in no time and start receiving feedback from the very moment you sent it to your subscribers. Outsourcing this service would require time and money. Innovative ideas: Seeing your service through your clients’ eyes can help you to improve it. They may be experiencing issues that you are not aware of, or give you new ideas you wouldn’t have thought of. No pressure: People will respond to your poll or survey at the time they consider appropriate, without a time limit and without anyone who can distort their response. Satisfaction: Knowing the level of satisfaction of your customers is essential to growing your business and moving in the right direction. A survey will help you to double check if your perception actually matches the opinion of your customers about you. It\'s like getting a performance review on your service offerings and support just by sending a poll or survey! All-in-one solution: We tend to use more and more different tools with separate logins and functionalities, but surveys and polls are actually included for free in your email marketing account, at least with Benchmark Email, and can be sent to your whole database by email with just one click. No extra costs: Polls and surveys are free: they are included in your Benchmark account at no additional cost. Statistical results: The analysis of results will be quick for all but the open questions. Results will be displayed in percentages that will help you to know the preferences of the majority at just one glimpse. Keys to create a good survey Decide for each question if it is mandatory or not. Some question need to be answered by all respondents and some just make sense for a few of them. Surveys should be easy and quick to answer. According to your audience and the aim of the survey, we recommend not asking more than five questions. Give a benefit in return for the collaboration to respond. People will dedicate some time on answering your questions. They will do this more happily if they receive a little gift (download, discount, etc.) in exchange. Ask closed questions if you want to get specific, quantifiable answers. However, if you need to explore your respondents opinions and feelings a bit more deeply, leave them some space with open questions. For closed questions, make sure you offer all possible answers or include an “others” field if you are not sure. Use the different types of answers strategically: \"One line\" are open but short answers, which allow up to 255 characters. They are ideal to allow the respondent to give a free answer will still be easy to analyze since it’s brief. \"Radio\" responses allow the respondent to select only one of the given options. It is a closed question used for specific and mutually excluding answers. \"Check\" responses look the same as the “Radio” ones but allow several answers. This is useful when more than one option might apply. \"Dropdown\" responses fulfill the same function as the \"radio\" responses, as the respondent will be only able to pick one, but won’t be able to view all answers at once. Dropdowns are mainly used for long lists of choices like “Countries” or “Months”. \"Descriptive text\" responses are similar to “One line” responses but will have no limitation of characters. You can get high quality feedback with these questions, but analyzing the results might take you longer. “Multiple choice” answers allow the respondent to select several options. It is used when the response options are not mutually exclusive. Benchmark Surveys Benchmark surveys are easy and quick to create. You just have to be clear about the goal of the survey and begin to think about the questions. Also if you need a bit of inspiration to get started, at Benchmark we offer you 6 templates for your surveys. Survey Templates Blank Survey: This template is entirely blank. You create all the questions for this survey from scratch. Services Provided: This survey measures customer satisfaction with goods or services and gives participants a chance to suggest improvement. Event Participation: This template gathers opinion on a special event, from prior expectations to whether the event lived up to those expectations. Company Satisfaction: This template measures if customers are pleased with a company or organization, and gathers demographic data from participants. Website Survey: This survey tracks customer opinion on your Website\'s appearance, content and more. In-store purchase: This template not only measures customer opinion on past product purchases, but sets a gauge for future purchases Go ahead and start creating your own polls and surveys and use the information we have shared with you in this post. And… would you allow us to make a small survey with you? How successful was your first survey? It is an open question and you can leave us your experience in the comments section below :-).
Only six out of every ten email marketers ever review extremely basic metrics such as click-throughs and opens, thus failing to take into consideration the critical aspect of prospect engagement. Due to this oversight, many email marketers have reached the limit of what the basic metrics of email tracking can tell them about their campaigns. A complete understanding of your marketing efficiencies, your ROI, and how your entire audience is reacting to your emails can only be achieved through meticulous monitoring of the more sophisticated engagement metrics. Select a Small Set of Relevant Metrics & Focus on Them This diligent process doesn’t mean agonizing over every single scrap of data, but rather selecting a relatively small set of measurements that you believe has the highest impact. Concentrate on how your campaigns are performing on those parameters instead. You should be wary of applying a focus that is overly narrow as much as overly wide, so don’t make a snap decision based on your first glimpse of the data. By taking a more holistic perspective you will be able to best determine: How these specific metrics are trending over months and years The modifications that can be implemented to improve response and ROI The ramifications of anomalous results and various outliers Email Effective Rate is a Major Indicator One of the most important metrics that many email marketers pay little attention to is the effective rate of the campaign: the percentage of prospects who actually click once they’ve opened the email. This data provides significant insight into how your loyalty-based and retention processes are being received by your audience. If you see that your emails’ effective rates are elevated, then it translates into your readers determining that the content was of direct relevance to their needs. On the other hand, if your rate is low, it’s a huge red flag warning that the recipients are not finding your content to be sufficiently relevant and targeted. Spam Reports Reflect on Your Entire Brand’s Reputation Spam reports are pivotal metrics, as they represent measurements of how your brand and its emails are being received at the very outset by the reader. Your spam reports should be steadily dropping, or flatlining at the worst. If your spam reports have been trending upwards, it is an indication that your reputation out there is floundering. The reason for this stumble may be brand related and not specifically triggered by your email campaigns, but it deserves immediate and deliberate action nonetheless. Many Email Marketers Accept Conversion Rates That Are Too Low Another critical engagement metric is conversions, and it is one where many email marketers unwittingly accept a far lower rate than they could easily achieve. Although there is no hard and fast rule as to what the conversion rate should be in any given campaign, there is usually ample room for improvement, which can be gauged by thoroughly and honestly answering these questions: Is your call to action as prominent and lucid as it can possibly be? Have you ensured that your design is clear, obvious and readable in both HTML and plain text? Are there any aspects of your emails that “smell of spam?” Are your landing pages laser-focused and firmly tied in to your email’s leitmotif? Are your forms fully prepopulated with the respondent’s data? Failing to take these key email marketing engagement metrics into consideration may be blinding you to the fundamental insights that can result in stronger results across the board. Vigilance is called for in not only fully comprehending what this data says about your campaigns, but also on how to administer effective strategies to fix what’s broken.