How to collect valuable content and feedback with email

Mojn blog: How to collect valuable content and feedback with email

While you can always collect data on your users from obvious sources such as open and click through rates, sifting through lots of data can be a time consuming endeavour. Although data is important, there’s more than one way to skin a cat and get valuable feedback you need to understand those customer need states. So the next time you think about sifting through your data, keep it simple and think straightforward with these tips.

1. Surveys

Obvious, but not so easy to crack. Surveys may seem old school, but when done well, they can give you lots of easy-to-analyse data. For instance, Dollar Shave Club does a good job of quick and simple surveys embedded in an email.

Not only does Dollar Shave Club learn about a particular customer’s need state, which can help with personalised emails down the road, the company can also create campaigns and even new products based on feedback from these surveys, which if run on a backend survey tool such as Survey Monkey or Google Forms can be easily analysed, making it easy to take action on your learnings.

2. Wait…did you say personalised emails from surveys?

That’s right. Although this step can take a little longer, if you send a follow-up email that corresponds with the individual’s survey response, you’ve got a personalised email on your hands. For instance, if someone gets razor burns or bumps, your next email can be targeted about that particular need state and products you offer around that issue.

3. Segment your data for easier analysing

After sending the personalised follow-up, see if you can separate your data into large buckets. For instance, did those who subscribed who your email newsletter open the follow-up email more so than those who did not? Did repeat customers open the email more than those who have not purchased yet? If so, you can create further emails targeted toward each person’s placement in the customer cycle – suggesting a new product or refill for repeat customers and offering discounts, or even content about how your product can help with a specific need state, to new customers.

4. See how this data can help with your content strategy

Email is a big component of any data-driven content strategy. But there’s more you can do with your email data. Surveys are great for real-time, data-driven infographics. Think of all the cool information you can create to educate customers and potential customers about the value of your product with just a handful of survey responses. For instance, “75% of people (surveyed) suffer from razor burn. Are you one of them? We can help.” Think of all the marketing collateral you can create from your surveys!

The survey may seem old fashioned, but it can both help you get actionable data insights and extend your data-driven content strategy.

Seen any great survey campaigns lately?

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