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Email Based Surveys
01-04-2018, 08:31 PM,
Email Based Surveys
Surveys are a great way to find out what your customers think and want. Knowing your customers' attitudes to, and perceptions of, your product buy email database and services is vital to the future direction of your company. Similarly, you can ask very specific questions about particular products - maybe a new product you have just launched or are thinking about launching. Or perhaps you want to find out what clients think of your staff and your customer service? There are three main things to think about when sending out a survey: What are you going to say? Ask yourself:

 Timing is crucial and can make or What do you change? What do you leave the same? Why are you sending this survey? What do you want to find out? Who are you sending it to? Who are your targets? Why? This last question will relate back to your initial strategy. Why are you doing this? When should I send the survey? Break your survey's success. What are you going to say? The information gleaned from a survey is only as good as the questions it asks. What this means is, something that might at first seem relatively straightforward, actually requires a lot of thought and also knowledge about your product/service and your customers. The questions and how you word them - are your survey. Tips for wording your survey Keep sentences short -
[Image: buy-email-lists-21819162.jpg]
long, waffling sentences and questions will confuse the respondent and lead to ambiguous answers and/or ones that do not answer the question properly. Keep copy (number of words) to a minimum. Less is more. Your customers are very busy people, just like you. They do not have time to spend reading - and filling in lengthy surveys. Tip: Once you have written your survey, go back over it and see which words you can chop out. You will be surprised how many words are a double up and just how many words you can get rid of. Use simple, easy-to-understand language. Imagine you are speaking to a high school student who knows nothing about your product or business.

 You cannot assume your customers have an in-depth knowledge of your product or service, even if they are a customer. If they become confused, due to too much 'technical' information, they will stop doing the survey. Targeting your survey, Who should you send it to? Targeting your survey to the right people is vital to the results of the survey and its overall success. You might, for example, not want to send it to all your customers. Say you are a restaurant and you have designed a new, fast-turnaround lunch menu to attract the business market during their lunch breaks. You want to find out what kind of 'quick and easy' meals they would be tempted by and also whether they would be interested in pre-ordering via a dedicated email address, to save time. In this instance, you would be best to send your survey to those people who have already been to the restaurant for lunch. Tip:

 Try and build your database to suit the kinds of research you will be undertaking further down the track. So, for example, when you gather customers' contact details, also ask them whether they are primarily interested in lunch, dinner or both? You might also want to capture where they live - this is often most conveniently done by asking customers for their post code - and whether they eat out often (more than once a week), not so often (every 2-3 months) or 'only on special occasions'. By segmenting your database by 'key criteria' in the first instance, your surveys will become more targeted and hence the results will be more useful. Demographics At the end of your survey, you can ask respondents to give you basic information about them that will help you build a picture of your customers or your potential customers.

Demographic information enables you to interpret your survey results by market sectors. Information usually asked for in surveys includes age, gender, location and, quite often, salary level. Use ranges for age, salary etc. For example, are you: 18 - 25 years old? 26 - 40 years old? 41 - 55 years old? 56 - 70 years old? 70+? Targeting non customers You might also want to think about sending surveys to non customers, for example, if you have a new product you feel might appeal to a new market segment. The fact you are considering launching such a product means you should have done some research into the types of people that will consider buying it. If you don't have a market, there's no point launching the product! To test the reaction to a new product, you might want to send it to a totally new database (as well as your current customers of course).

 You can build your own database - the restaurant mentioned above, for example, could go through the local phone book and capture all the email addresses in the advertisements of businesses in the vicinity of the restaurant - or you can buy in databases (see Echoplus's help line if you would like us to source a mailing list for you). Timing of surveys There are two things to think about when it comes to the timings of email-based surveys. The first is the timing of the campaign in relation to other activity and the second is timing in relation to the specific target customer.

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