I am developing surveys for a client. I don't have an email list. How do I distribute the survey to prospective respondents?
I am developing two online surveys for a client. One will target consumers age 65+ and the other will be to a variety of healthcare professionals and non-professional caregivers of elderly. Survey will ask about usage, attitudes and problems with commonly used OTC medications. Client is in start-up mode.. no website, no email, and no email list.
Survey Monkey an ideal tool, especially when you don't have a list.
Set up a landing page and put the Survey Monkey form on there, use social media to drive traffic (targeted ad campaigns) and Adwords as well. That way you get respondents and build a list at the same time.
Make sure you have a good offer for completing the survey.
65+ online is tricky, better done face to face or at least targeted Direct Mail and promotion within Doctors Surgeries, local community papers, notice boards etc.
Solo ads, would be where I start. Check email forums and the net.
You develop your content and pay or trade to email marketers.
What you offer could be helping with a marketer's campaigns, depending on how large of a list a marketer can send to. A lot of professional printers are getting into email marketing. Make your contact and strike a deal. But if you are going to make this a marketing tool for you self, you need to build a list at some point.
Well by US spam laws you couldnt just get an email list and blast out your survey, you'd have to have an completely opt'd in list from people who WANT to hear from you. Say they've been to your website and fill out a contact form THEN you could email them.
Check out funnelmaker it is a great way to start, you can create surveys AND build website and track all visitors etc.
It's unclear to me whether the audience you are seeking will be potential customers or is this just strictly a research project? Either way though, my thoughts are they are going to need to be compensated in some fashion. And, if at pre-launch stage, that's one area you don't want to skimp. Have they given you any budget for any type of compensation? How many responses would be considered a "good sampling" of the whole market? Does geographic location figure into the success of the survey results?
With my last client, we decided to combine the survey within the setting of a focus group. The good thing is we had a good handle on our target market, which was small local businesses. We were fortunate enough to recruit the help of colleagues and friends to participate, which had its advantages because they felt at ease asking questions and being quite open on what they liked or disliked and also their recommendations.
Because our participants were the exact audience we would be approaching to sell our services to.we felt that they would need to be compensated in some fashion (it would be rare for us to have participants to take two hours of their busy schedule with no type of compensation for this). Our beta market was local so we created and hand delivered rack cards/invitation to prospective clients inviting them to be our guests for dinner during the focus group. We received some very valuable feedback that was incorporated in our roll-out strategy. We also offered each participant a free one-year membership for their time and discussed a discount on future services for any referrals.
Technically, they really were our first sales call and it was crucial to show them how critical their (I.e., the customer's) feedback was to the successful launch of the company, as well possibly recruiting some to be brand ambassadors.
If a small group is all you need, why not shoot out an email to colleagues/friends to see if possibly their parents, or anyone they know in the healthcare profession would be willing to complete the survey. Maybe you could talk to an authority at a local senior community center? Bring in a few pizza's for lunch or some dessert type deal mid-afternoon? It doesn't have to be Tavern on the Green, but I think some type of compensation is going to need to be offered.
Also, for us, it was very advantageous to do these types of surveys with me present or whoever else deemed appropriate. Being available and seeing an actual live person will lend much credibility to your overall efforts. To have a live person available to answer questions or clarify any items will most certainly give you more accurate and honest responses. In my opinion, your odds of receiving accurate data is severely hindered when people are already so inundated with emails they "consider" spam in their Inbox.
I hate to admit it, but is am one of those people. Emails rewarding you for completing a survey and then you then have to take additional time to unsubscribe to each.
This is just my experience with facilitating these types of initiatives. Online vs In-Person Focus Group and another one regarding a company's upper management insisting that electronically was the only way they would agree to implement any sort of employee feedback (and this was during a layoff) vs Senior Leadership scheduling a Round Table. This is just an area I feel strongly about face-faces (I can see a face and not wonder if I open my email it's gonna blow up my computer.
If you are only seeking email address for the survey then you can contact the agencies that have email address. They provide information for the services against some charges.
Or else you can get information from the Yellow pages or Directory of Associations (Resident / Professional) and create your own data base.
If you really want to conduct email surveys, you can either rent an email list from a reputable list broker (check with the Direct Marketing Assn) or send your survey through a partner who has an email list that reaches your target audience. Almost every consumer list can select by age (65+) and there are commercial lists to reach healthcare professionals and caregivers by specialty (eldercare).
You could also partner with a retail or mail order pharmacy to survey their customers, or other relevant partner that focuses on the age 65+ audience. The challenge with this approach is that, while it can lend credibility to your survey effort, it can also look like an endorsement.
If your client doesn't have a website and is an unknown entity, I would encourage you to survey in person rather than online. Given the sensitivity of the topic, personal interviews would likely generate better response.
Without email addresses you have two choices: 1) By mail, or 2) In person. It will just take longer to get replies and you Will get less.
I think Kathy makes a good point. In my experience marketing to the 65+ audience, mail is still a great way--if not a preferred way--to reach this audience for leads and sales. In one sense, a survey is just another kind of "sale"--you are trying to get the responder to take action, so your piece (regardless of media) must motivate them to take the action you want them to take.
That being said, I've also had some great success with Facebook in reaching this audience, since many are involved in this social media channel. Twitter and other social media haven't produced the same results for me...yet.
Since this is a form of direct response marketing, you certainly need to consider the audience but also, as others have mentioned, the offer you're using to motivate them to respond. WIIFM is a key to helping motivate whoever you're targeting tor respond. Do you have a good answer to why someone should respond to your survey?
One final barrier you'll need to overcome is finding a targeted 65+ list since it appears your topic is health-related. Privacy laws have complicated being able to target individuals with specific health issues. You may be dependent on self-identified responders or have to build a database from scratch if you need very highly-targeted health information. Others on this page may be better at helping you answer that question.
Reaching healthcare professionals and caregivers will be much easier, although the lists may be pricey, depending on how targeted they are. Also, healthcare professionals may need some nice incentives (Offer!) to provide feedback.
Some good feedback from the other responders to this question! Good luck!
A panel is probably the way to go. See Jonathan Cheriff's post below. I have used Peanut Labs and this is the answer to your problem
No email list, no problem. You have the media in production, all you need to focus on now is the right vehicle to get your assignment in forward motion. Is there any real incentive for prospects to take these two surveys? What's in it for them?
Think in the target audience and determine the likelihood of each sample group's 'ability' to respond. The elderly and professionals. One group is not technologically savvy, the other has very little time due to their schedules.
A website isn't necessary to have in this event, but investing in a social media presence, as well as establishing a few lead capture pages that targets each definitive member of your audience will help you to increase the awareness of your campaign, and grant you the opportunity to build that elusive email list.
A lead capture page can be set up in a matter of hours with the right focus and planning. Just keep it simple and to the point. Wish you well in your marketing endeavor.