7 Steps to Writing a Killer Customer Survey
by Jordie van Rijn last updated on 0

7 Steps to Writing a Killer Customer Survey

Surveys are a great way to learn more from your subscribers. Knowing your subscribers can in turn improve service, products and the targeting of your marketing emails. Through a survey a marketer can gauge customer satisfaction, fuel legitimate follow-up contact and identify opportunities for sales. Those are some compelling outcomes! A solid customer survey starts with a great invitation. Here are 7 ways you can improve the success rates of your customer survey invitations. 

1. Send it from the right source

If your survey is sent through a survey tool or by a third-party research company, make sure you are using the right from name and send domain. The sender should be immediately recognisable, or it might seem like there is something off (or that you are cheap for using a free survey tool). Every survey tooling worth its salt should allow you to send those survey invitation emails through your own Email Service Provider, instantly taking care of that.


2. Pick the right type of survey

A survey is only a survey once you call it a survey. There are several kinds of interactions you can pick from, that also work with an invitation and allow you to gather customer data: It can also be a quiz, test, quick-scan, research or update of preferences. The survey questions can even be sneaked in as the “Next Best Action” behind a registration or purchase, so you have a choice.


3. Set a deadline

The biggest number of opens are in the first hour after sending your message. You want the subscriber to act now, so insert a bit of urgency and set a deadline before which the survey should be completed and communicate it in the invitation.


4. Let them know the time to complete

A survey shouldn’t take ages to complete. Indicate the time to complete the survey in your invitation to decrease drop-off rates (people that start the survey, but don’t complete). The indication should be a precise number. Don’t say “approximately about a few minutes we think depending on your speed, trust us it is sort of shortish”, instead say “5 minutes” if that is the estimate and leave out the finesse. As a rule of the thumb a survey.


5. Let them know the topic and use of the survey

Make it clear from the start what the survey is about and what you will be using the outcomes for. (for instance improved customer service, improved segmentation). Informing them about the benefits for them is even better, which brings us to…


6. Consider to add an incentive

Persuade subscribers to respond to the survey: Incentives can increase completed survey rates by 5- 20%. There are different kinds of incentives like a giveaway, discount on a next purchase or a prize draw. Bigger is not per se better there, increasing prize size doesn’t always translate into higher response rates. The costs of a more expensive incentive might just be wasted, not adding to the ROI of the campaign. The incentive should be valuable, but also not too big, so it will still seem (easily) attainable, but depending on your audience sometimes “Thank you” is all the incentive they need.


7. Resend and remind

Reminders are response boosters. Remember, your email will be opened while recipients are in all kinds of situations and context, certainly when they are opening on mobile. They might not be in the situation to respond directly. If your survey is important enough, send a reminder email to lift survey response rates.


Begin today!

A survey can provide a marketer with data and insights and your survey invitation is the gateway to a higher completion rate. A smart email marketer starts off using these best practices and from there on tests and improves his way to survey success. Let us know in the comments below what are your success stories with surveys. We would love to hear from you what worked best for your business!


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