How can I collect feedback from an email newsletter?
I am running email marketing for several websites, and I am looking for user's opinions on areas we can improve in and what we can fix.
My biggest question is how can I collect feedback from an email newsletter?
Should I include a message and a link to the survey in the body of our regular newsletter? Or should I design a separate campaign that can survey the opinions about the quality of our email marketing?
Please advocate your thoughts on the most effective ways to collect feedback. Screenshots or examples of other companies methods would be great.
A separate email may trigger the attention of those receivers that do not actually read the newsletter at all and you may get some insight to why those people do not read it and not simply unsubscribe.
Including it inside the newsletter will only trigger the response from the people who do actually read it (occasionally) or glance it over at least. From this you ought to still be able to extrapolate how many subscribers do not read the newsletter though.
I think you need an good incentive to successfully run a survey, the honest truth is that surveys bore the life out many people(a poll is perhaps a light alternative) these can be via a popup to minimize diversion from content/user flow. I trust you have analytics set up in your email links? Analytics can work better than a survey if you have the knowledge/resource to interpret them and build a good study of user behaviour.
I would suggest design a different campaign to gather user feedback and experience. You could use survey monkey, if your email application does not have the survey feature inbuilt.
Use your current email analytics information while designing the survey as it will also shed some light on your user behaviour and throw some light on your current success rate.
Its important to know what's the objective of the different mail campaigns that you send out? What's the set goal for each campaign vs achievement.
Post the survey what's your intent - Is there a % improvement you would like to see in the open rate and conversion rate/ what are the other parameters?
As you want to collect feedback about your email campaigns, you could get an independent audit done to check
- Are you consistent with your email?
- Is the content promotional and focused internally (not good) or filled with usable information and problem-solving ideas?
- Are you measuring and testing?
- Is there an easy way to opt out?
- Is there a facility to share with the network in social media?
- Do users like sales mails or marketing mails? To which do they respond to?
Please keep the questions to the bare minimum 4 / 5 and provide some incentive to get them to respond to the survey, most users don't like responding to surveys.
Few of the sample survey questions could be designed to understand customer's satisfaction when they receive the emails:
Ability to understand your challenges:
5 4 3 2 1 N/A
Turnaround time for delivery:
5 4 3 2 1 N/A
Quality & clearness of marketing collateral:
5 4 3 2 1 N/A
Our value proposition is clearly communicated & understood:
5 4 3 2 1 N/A (5 being highest)
Does our website/customer portal provide a pleasant experience for you?
5 4 3 2 1 N/A
What resources could we add to our website/portal to help you?
5 4 3 2 1 N/A
All the best!
Alexander ...the whole purpose of ESPs and platforms like MailChimp, Emma, etc. along with marketing automation platforms is to identify the content that is relevant to that specific person or segment.
How is that done?
1. A/B testing. Here you test headlines, graphics, subject lines, From, and content.
2. Click-throughs. Each email should have multiple links to your website. These links will tell you a lot about who's interested in what and allow you to track how and from where your visitors are coming from and navigating through your site.
3. Social Sharing. By allowing social sharing you can see how people interact and their viewpoint of the relevance of your content because they are sharing it with others.
4. Subscription Management. Once you've built your email list regularly you can send them a request to update their subscription. Give them choices of the type of content they would like to receive. As well, if they unsubscribe ask them why they are leaving.
Yes, you can include a survey in the email newsletter or send out a separate email which is a survey, but you can learn a lot about the quality and relevance of your content just by using the tools already embedded in the email platform.
The best way is to use Campaign Monitor. It is cost effective, reliable and provides you with detailed analysis of your campaigns (depending on which version you purchase) which can give you insights on clicks, forwards, geographical locations, devices used, number of times the email was opened and links clicked, if emails bounced and so on. We have been using this service for our business for about a year and it has been very cost effective and useful in comparison to several other campaign managers.
You may want to consider using Mopinion feedback analytics software. In addition to website and mobile feedback solutions, Mopinion also offers feedback for your newsletters that can be used to boost performance. Be sure to check out the article below for more information on how to use feedback surveys in your email newsletter. There are some great tips in there if you're just getting started!
Here's the link: https://mopinion.com/how-to-use-feedback-surveys-in-email-newsletters/
Hope this helps!