The most basic and popular form of market research is a customer survey or customer satisfaction survey. When reviewing all of the potential project and market research options available to your company, perhaps no other qualitative or quantitative option provides more value and ROI than an email customer survey.
Think about all of the places you purchased from and items you’ve ordered online in the past month. For how many of those were you sent an email asking for some type of feedback? Whether it be consumer ratings, a link to a more in-depth survey, or a text with a link, there is a reason why email customer surveys are so popular.
Nearly all organizations are either (1) run a customer survey now or in the past or (2) want to collect customer feedback.
If you are looking for information on how to run an email customer survey you have come to the right place. Our email customer survey company posts a ton of helpful articles and tips to assist brands with their market research needs.
In this article, we will cover the benefits of an email customer survey, how to run an email customer survey, as well as some potential problems which may arise.
An email customer survey is a popular market research method for increasing ROI and improving customer experience. Learn the best tips and tricks from our email customer survey company.
What are the benefits of an email customer survey?
Where do we start? This list can theoretically be an endless list of bulleted items. Chances are if you are seeking information on how to run an email customer survey you have already arrived and ascertained the value in completing a project.
Here are some quick and high-level benefits of a customer survey:
Measuring your levels of customer satisfaction to compare over time.
Measuring your levels of satisfaction against key competitors.
Measuring your levels of satisfaction against those who are best in class (i.e. Amazon).
Understanding what drives overall satisfaction (quality, wait time, service, etc.)
Understanding the pain points and problems your customers have.
Here are the benefits of conducting your customer survey through email or online:
More timely than conducting a customer survey by mail or phone.
Less expensive than paying for printing, postage, and assembly by mail.
Less expensive than hiring a team of callers to dial customer phone numbers.
Nearly all customers have an email making the sample representative.
Most customers are at least somewhat tech-savvy to answer online surveys.
Fieldwork can be completed in as little as 24 to 48 hours.
How do you run an email customer survey?
There are many steps involved in managing an email customer survey. Many organizations opt to hire an email customer survey company like Drive Research to manage the project for several reasons.
First, the firm has the expertise, know-how, and the resources to run the project professionally. Second, the feedback is more likely to be honest and truthful if responses are being submitted to a third-party.
A simple example of this? If you are a furniture brand and the furniture salesperson sends yesterday’s customers a link to request feedback on himself/herself, will the customer truly be honest?
If they had a terrible experience and thought the salesperson was too pushy they are much more likely to lie (and not report their true feelings) or simply not respond to the survey at all which creates response bias.
Here are the key steps involved with running an email customer survey:
What are some potential problems to be aware of?
Using an email customer survey company helps prevent many of these potential hiccups.
However, if you choose to run your email customer survey in-house be aware of the following:
Duplicate email addresses for the same customer
Multiple email addresses for the same customer
Incorrect email addresses which need to be cleaned
Email limits with free or low-cost survey software (i.e. a maximum of 10,000 sends)
Response limits with survey software (i.e. Survey Monkey plan caps at 100 responses)
Inability to brand or add your logo to the survey invitations with free plans
Poor survey platforms or services will result in your invitations going to SPAM or JUNK
Question caps with your survey software (i.e. a maximum of 10).
Inability to track responses (i.e. sending reminders to those who already completed).
Mobile-friendliness of the survey program (more than half will be completed on mobile).
Not being advised on which questions are the right questions to ask.
Questions that cover duplicate topics frustrating the respondent.
Creating a survey that is too long which makes the experience negative and fatiguing.
Not properly cleaning responses (duplicate IPs, ballot stuffers, etc.)
Incorrect analysis and interpretation of the results, third-party will help.
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