When done correctly, email surveys are an easy and cost-effective way to gather information that you can use to inform the content of future mailings, make business decisions and build stronger relations with customers. But if not handled correctly the results can be very disappointing – and even return inaccurate data.
I’ve come across an excellent whitepaper from Vovici: “The Seven Deadly Survey Sins … and How to Avoid Them”. Vovici helps companies engage their customers and increase customer loyalty. The paper is available free for download (after registering).
It provides lots of useful tips, metrics and case studies, including examples of invitation text and layout within emails.
Vovici says there are four elements to a successful survey (all discussed at length in the document):
- Who you invite to take the survey
- Timing of invitations and reminders for maximum impact
- The use of incentives to induce survey repsonse
- Overall survey construction
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