5 Feedback Tips That Will Boost Email Campaign Performance

This is a guest post from Mopinion.

Even in an era polluted by spam, email marketing continues to
prevail as the most effective marketing channel (with the
highest ROI
), especially when it comes to B2C marketing. In
fact, according
to Lyfe Marketing
, one in every four B2C customers favors email
marketing above other marketing methods.

Much like other marketing channels, however, email marketing
campaigns do present some challenges for businesses; many of which
revolve around a lack of engagement and understanding of the target
audience.

It seems that with many email campaigns, communications are
purely outbound, which often leaves marketers with little to no
insight into how their email was received by their audience (aside
from open and click rates, of course). This lack of insight is
precisely why it’s important to start collecting email campaign
feedback. The question is… how? And what are the best ways to
collect this feedback?

The power of using feedback in email campaigns

If your goal is to improve your efforts, the logical first step
is to test your efforts, right? Customer feedback is a valuable
method for testing uncertainties in your email campaigns, as well
as gauging how an email was received by your target audience.


Image Source: Mailcot

Email feedback also plays an important role in
customer-centricity. Collecting feedback within your email
campaigns allows you to provide a platform for two-way
communication with your customers, where they can share their
thoughts and perceptions of your email(s) and the information
you’ve provided. In other words, you as a marketer gain insight
into what your readers truly value.

Let’s look at an example…

Say you’ve started up a standard promotional campaign around a
new product. You’re hoping this series of emails will really
boost sales of that particular product or least give it some extra
exposure. However, in the likely event that your readers say
nothing in response to your email
(and you do not collect email
feedback), you will have no way of knowing how it was received by
your readers. You’re wondering…

  • Was the content relevant?
  • Was it useful?
  • Was the promo relevant for this target group?
  • Do my readers have suggestions for how I can improve?

These are the blanks that email campaign feedback will fill in
for you…so let’s help get you started on the path to successful
email campaigns with some feedback tips

5 tips for collecting feedback in your email campaigns 1. Ask
questions that meet your goal.

Businesses create email campaigns with all
kinds of different goals in mind
. And with each of these
campaigns, you hope to deliver a particular message to your
customers. You’ve got welcome emails (for new subscribers),
seasonal campaigns, post-purchase drip emails, monthly newsletters,
and cart abandonment campaigns, just to name a few.

However, in order to collect useful feedback from these
campaigns, it’s important to use questions in your feedback form
that steer your customers in the right direction. For example, say
you have sent out a post-purchase drip email. With this type of
email, your goal is to follow up on the customer after he/she has
successfully made a purchase.

Therefore, one of the most relevant questions to ask uses the
Net Promoter Score
(NPS)
: “How likely are you to recommend us to a friend or
colleague?”. This question is both simple and in line with your
goal to gauge customer loyalty / satisfaction.


Image Source: Pinterest

Alternatively, for a newsletter email, your approach might look
a little different. For example, you might want to try something
more simplistic, such as “What did you think of this
newsletter?”, using a simple yes or no answer option or even
thumbs up / thumbs down if you want to make it a little more fun
and engaging.

The more relevant these questions are to the goal of your email
campaign, the better the results.

2. Keep your surveys short and sweet.

This is
almost always the case with feedback
, no matter where you are
collecting it (e.g. websites, mobile apps, email, etc). The
ever-increasing volumes of content now available online (including
email inboxes)
have significant implications for the attention span of our
consumers
.

They are scanning and retrieving only the information they deem
important, and often if there’s too much content that takes them
too much time to read through, it’s
very likely that they’ll skip over it
. That leaves you with a
three-page feedback survey that almost never gets filled in, which
is not what you’re going for.


Image Source: Conversio

That is why it is so important to keep your feedback surveys
short and sweet. Make sure your audience can quickly scan the text
and provide you with feedback using little to no effort. This means
asking one to two questions in your survey and leaving it at
that.

3. Ask at least one or two open-ended questions.

Leaving your readers with the option to submit open-ended
feedback is probably one of the best things you can do. Why?
Open-ended questions give your readers the opportunity to submit a
more detailed response
, which can often identify the root of
the problem or source of satisfaction, as well as generate ideas
you haven’t even thought of yourself.


Image Source: Mopinion

Not to mention, when the time comes to sit down and analyze all
of your customer feedback, those same open comments can be used to
learn more about the sentiment behind the feedback (e.g. via word
pairing, frequently used words, etc).

It is also easier to categorize feedback with open comments as
there are new technologies, such as machine learning, that enable
you to automatically categorize your feedback based on the content
in the open comments.

4. Use feedback only when you know you can act on the results.

This is perhaps one of the most important pillars of a good
feedback strategy. If you are willing to collect feedback, you must
also be prepared to act on your feedback results! The reason is
that if you can demonstrate real change from the feedback you ask
for, it will boost any future email response rates and keep your
readers engaged.


Image Source: Unsplash

Come up with a game plan on how and when you’re going to
respond to the feedback you receive from your email campaigns.
You’ve already laid out your objectives, so the next step is to
decide who within your organisation will be involved in the process
(e.g. sales- and marketing teams). It’s also helpful in some
cases to devise a schedule for follow-ups. For example, how
frequently will you respond to your readers and how? Will there be
certain items you will prioritize? These are the kinds of things
you need to be thinking about.

#5: Keep the reader informed of what you will do with their
feedback.

Lastly, don’t forget to keep your customers in the loop. The

likelihood that your readers will provide you with feedback
is
much higher if they know why they’re providing feedback. For
example, let your readers know that with their feedback you intend
to improve any future email(s). If your readers know it’s
something that will really change for the better, odds are
they’ll be more likely to take the time to send the feedback.

About the Author

Erin Gilliam, Content Marketer at Mopinion, has a background in
international business and digital marketing. Mopinion is an
all-in-one user feedback software that helps digital teams make
sense out of customer feedback from websites and mobile apps and
turn it into real-time insights. Mopinion is now one of the fastest
growing companies in the digital customer experience space.

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5 Feedback Tips That Will Boost Email Campaign Performance

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5 Feedback Tips That Will Boost Email Campaign Performance