Surveys can be extremely valuable. They confirm your strengths, while highlighting areas for improvement. It’s a great way to see a snapshot of what your clients think about your company, but you can only see this picture if you get enough responses. Just take a look at another blog about quick and easy surveys. To prove that this really works we here at Bronto have been sending quarterly Client Services surveys for several years. Our most recent survey broke all our records (opens and responses) in the first 3 hours of delivery. So, how did we do it?
Challenges:
- Opens: How do you ensure that your email will be opened?
- Responses: Once opened, how do you encourage clients to respond?
Opens: We created a subject line that created incentive to open (see below).
Simple and to the point, a subject line with a clear incentive entices the recipient to read further to get their $5!
Responses: Our opening paragraph was above the fold, had appropriate image/text balance, was viewable with images off and provided enough encouragement to complete the survey (see below).
Other Email Marketing Lessons Learned:
- Feedback through multiple iterations. We internally deliberated over the introduction paragraph for weeks prior to the initial send. Ask several different people in your organization to evaluate your email before it goes live.
- Test. Test. Test. Typos happen. We all make mistakes. Try not to let the mistake be the one that is sent to your entire list.
- Think (a lot) about the subject line. A company-wide subject line contest generated great ideas. Spend the time to create a great subject line as it is one of the most critical components in the open decision. Do your own version of BrontoFire.
Make one of your 2008 email marketing goals to improve your survey response by implementing these takeaways. As always, ask Bronto if you need help.
DJ Waldow
Account Manager at Bronto
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