Segment Your List with Survey Results
By Rebecca Swayze March 11, 2010
Using an innovative rating scale in your emails sets you apart from your competitors and shows subscribers that you are thinking outside of the box – that you really care about what they want. It allows you to creatively request opinions from readers and build your email marketing campaign, making it more specific, relevant and well-received by your subscribers. But what do you with the information once it is collected?
In a recent post we showed you how to easily ask subscribers for feedback by including a rating scale in your emails.
Using an innovative rating scale sets you apart from your competitors and shows subscribers that you are thinking outside of the box – that you really care about what they want.
It allows you to creatively request opinions from readers and build your email marketing campaign, making it more specific, relevant and well-received by your subscribers.
But what do you with the information once it is collected?
Divide and Conquer
Once you have subscriber responses, you can easily segment your list and send targeted messages to subscribers that will benefit most from your information (which ultimately leads to a greater return on your investment).
You know that no matter what response your subscribers give on your scale, they at least have an interest in your email because:
- They opened your message
- They read it through to the point of seeing your rating scale
- They were compelled to rate your message
A Practical Example
For example, let’s look at The Friendly Plumber, a plumbing service that sends a monthly newsletter to customers who have used the service in the past. They most recently sent a message with handy tips for clogged drains and asked subscribers to rate their satisfaction at the end of the email.
Now, the number of subscribers who voted is evident in the total number of clicks for the message on the Broadcast Totals report.
Plumbing is a personal business. Plumbers rely heavily on local, repeat business and word of mouth referral. Relationships are crucial to their success. Because a fairly large number of subscribers responded to their email, The Friendly Plumber could take the survey results and send a unique message only to the people who responded.
For the people who responded positively, they can offer a discount on their next service call and solicit testimonials for their new website.
On the Search Subscribers page, they would perform a search for the appropriate link:
For those who didn’t find the email helpful, The Friendly Plumber could extend the olive branch and send a message asking for constructive criticism. Nothing is more appealing to a customer than a company that reaches out and engages in honest conversation.
Another Way to Use Feedback
The Friendly Plumber also has a blog where they discuss common plumbing issues and concerns. They send an email to their blog subscribers each time they post something new to the blog.
At the bottom of each blog broadcast, they could also include a rating scale, asking for feedback on individual posts.
At the end of the year, or whenever their newsletter needs a little boost, they can send out an email with the top 5 rated posts.
Don’t have a blog? You can still use the same concept, only with your follow up messages. Include a rating scale in each follow up email, then at the end of the year send a broadcast extrapolating on the top 3 rated follow up emails.
Now It’s Your Turn to Give Us Some Feedback!
Have you tried using a rating scale in your messages? What is your experience?
Share your thoughts below!