Email & Survey

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Quick Question: Are you surveying your customers/ prospects?

If you answered no… then you’re missing out. If you answered yes, but don’t use the information gathered… total waste. Unfortunately, there are many marketers falling into this second category. There are endless opportunities to gather customer insight, feedback and strengthen relationships with your recipients – some of the most popular Survey Thresholds we know are:

• During Sign-Up
• Tell us what you think link (each email)
• Abandoned cart
• Post Call/ Order/ Shipping
• Out of the Blue – 3/ 6/ 12 months into the marketing relationship
• Post/ prior to an unsubscribe

Let’s examine the first item on the check list – your sign-up page. Return Path recently completed a study on the sign-up process of a sampling of nationally-known companies (whitepaper: Creating Great Subscriber Experiences.) Here are some of their findings:

• 70 percent of companies examined asked for more than email address at sign up… three-quarters of the companies that collected this additional information didn’t use it to personalize or customize their email messages


• Sixty percent of the retailers and 20 percent of the companies as a whole asked for only the subscriber’s email address

Don’t treat your recipients like carbon copies – especially if you have the information available for inclusion. The fastest way to engage your recipients is through the application of relevant personalization and preferences, the easiest way to gather that information is to survey your recipients at one or more points in the recipient lifecycle. Your recipients have invited you into their inbox – never forget that.

To learn more about the items in this series and the offerings from Return Path, make plans to join our 10th Annual Panel of Peers – we’re just a few days away, but still have a couple registration slots available.