Five things to ask your Consumer?

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Have you ever hosted a focus group discussion amongst those you serve? It is a great idea to stay in touch with the consumer as you can take pulse of the campaigns that you are sending and listen to direct feedback. This can be held in person, over the web, or even by a simple survey. Here are some questions to ask the consumer.

1 - Why did you sign up for email?
Have them list the reasons they signed up for your newsletter. Ask them what other campaigns they receive (from other companies). Share with them the goal of your newsletter and see if there is agreement. Use this feedback to see if you are meeting their general expectations.

2 - What do you like about our campaigns?
Have them list three to five things they like about your campaigns. Ask them about specifics - see if they remember some of your past campaigns (without showing them any of these campaigns). Ask them to help you prioritize your content. See what people like to read within your campaigns. Ask them what they think about campaign resends (to non openers).

3 - What do you not like about our campaigns?
Ask them about content they do not care about or things they simply dislike about your messaging. It could be your subject line, it could be your merchandise, it could even be the time it takes for your content to load. Ask them if your personalization is appropriate - you might get some interesting feedback from your consumers.

4 - What do you think about three 'specific' campaigns?
Next show them three specific campaigns - pick one that performed well, one that performed poorly, & one 'average' campaign. Ask them to critique these campaigns.

5 - What other channels do you notice us on?
Make a list of these other channels - it could be a paper catalog or a paper statement. It could be on social media channels, on TV or Radio. Don't tell them about your other channels, just listen to what they are saying. The idea is to see what other channels influence the consumer, how you can leverage content between channels, & if there is anything you can do to drive cross channel success.

You could pay external consultants a lot of money to get their feedback on your program. Look at your consumers instead, they are the ones that your program is designed to serve anyway.