Have you been thinking of running a survey? If not, why not? Here are some tips from Jeanne Jennings on Clickz on executing one well.
1. Branding Goes Beyond Your Logo
It’s good to include your company logo on each page of the survey, but this alone isn’t going to make it your own. It rings hollow if everything else on the page is generic and sterile. Every interaction a prospect or customer has with your company impacts their perception of it. Popping your logo on a survey which doesn’t reflect the voice of your brand doesn’t help the relationship and may even hurt it. It’s like your brand has momentarily morphed into a zombie, and don’t think customers won’t notice.
2. Look at the Flow from the E-mail to the Survey
As e-mail marketers, it’s our job to put ourselves in the shoes of our recipients; what is their experience going to be, from start to finish. In this case, there was a well-crafted, somewhat tongue-in-cheek e-mail that would be sent with a link to the survey.
The e-mail was right in line with the company’s brand; landing on the first page of the generic survey was like a bait-and-switch. It’s a fun brand and the e-mail was promising another fun interaction — and then it was all blah-blah-blah business. A major disconnect, and one that I’ve seen result in large abandon rates with previous clients.
3. Work with a Copywriter
Yes, you read that right. Even if you don’t consider this a marketing initiative (I would argue that most interactions should at least secondarily be considered marketing initiatives, but I digress), it is customer-facing and professional copy is needed. I recommend that clients figure out what they want to ask and how they want to ask it, then bring in the copywriter who wrote the e-mail to massage the survey and bring it in line with the voice of the brand.
4. Work with a Designer
As I said, a brand goes beyond your logo. If your brand sells products that are visual, this is critical; if your offering isn’t visual, it’s less important.
In the case of this client, I’ve recommended they include small images of different products on each page of the survey. Not only does this add visual interest, but it also starts planting the seeds for their next purchase, which we hope is right around the corner (see the next item).
5. Offer a Thank You
To offer an incentive or not to offer an incentive, that is the question. Many brands don’t want to get their prospects or customers in the habit of expecting a discount, and I get that. But I feel like a survey is different.
This person has just taken their time to provide feedback that should help your company; they deserve some kind of thank you. Verbal thanks are good, a third-party gift card is great, but the incentive that makes the most sense for a survey like this one is some sort of deal on your next order.