I'm working with an organization right now that is trying to solve the problem of low response to a recent customer survey that was sent out. In talking with the client, it was determined that it wasn't a technical glitch. A survey link had been emailed out to their member list with an impressive 50% open rate on the email. So what was the problem? After a little research and some conversation with various staff members, we uncovered a few items that could explain the low response and ensure a better result next time.
The message was buried
In dissecting the email, I found the email contained not only the survey link but also four other high profile announcements. I know we don't want to bombard anyone with our email messages, but something as important as a member survey really should live on its own. If you are already asking for a few minutes of your customer's time to participate, we shouldn't expect they wade through a promotional email and then have the energy to engage in your survey.
No testing, no variation
Member surveys are great opportunities for AB testing. Perhaps some kind of offer could have been extended to part of the group or tweaks to the content could have been made. While they were slow to entertain the offer of a discount, a gentle reminder that membership could provide very valuable information and ultimately generate more loyalty swayed their opinion.
The bottom line
Simple lessons learned here included the fact that no project is too large or small for remembering the basics. Are you making the right offer and are you prepared to make alterations if you aren't getting the results you want. For more information on how to improve the effectiveness of your campaigns, contact us for a free consultation.
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