To this date, surveys remain a popular way to obtain information about the market that you are catering to. However, how do you implement a successful multichannel survey campaign? In this short article, we’ll show how you can make the most out of your market research.
If a survey appears in your inbox, would you have second thoughts about opening it? Do you have the time to actually pause from whatever it is you are doing and spend time going over it? Does your instinct automatically compel you to ignore the email?
These are some of the important questions you need to ask yourself when coming up with a survey campaign because most likely, these will be the same questions your target audience will ask themselves when they receive the email in their respective inboxes. While surveys are still important in this modern digital generation, it cannot be denied that more and more people are becoming unresponsive to them because of the volume of invitations they encounter each day.
Surveys have good intentions and beneficial results for the sender, but not all your target respondents would be willing to respond to them most especially if it concerns something they are not really concerned about. Under these circumstances, it is becoming very challenging for marketers to conduct legitimate surveys that intend to expand lead generation in order for them to come up with timely and relevant content.
Every marketer’s objective is quite simple, yet often unrecognized – do not get rejected! Whether you are trying to get people to buy something or simply answer a short survey, do it in such a way that your action is not ignored and flushed down the drain.
Here are a few tips that will help you create more attractive surveys that will generate ideal results:
Surprise your audience.
Don’t just think out of the box, think like there is no box at all! Meaning, come up with uncommon, out-of-this-world ideas to catch peoples’ attention and arouse their curiosity enough for them to open your email. And once they open your email, surprise them even more with your content.
Keeping your target audience interested and focused on what you want them to do for you by coming up with content that is worth spending time on. Secondly, make your readers realize that they need to finish the survey as it will also help them in some areas of their life. People respond well to surveys that will also be beneficial to them. How? People also want to be educated even if they don’t admit it all that much. They want to know more so that they can make more intelligent decisions about life, their business, their goals, even their purchases.
Come up with an engaging experience for your audience.
Write your survey in such a way that it whisks your reader away to another dimension. It means that you want them to have an experience that they will consider helpful in the end. You want them to have an appreciation of the time you spent coming up with the survey and that by answering it, they can live changed lives. This may sound too ambitious or trivial, but there is also no harm in trying it out.
Ask the right questions.
Keep your questions simple, clear and direct to the point. Do not frame your questions in such a way that it leaves so much room for varied interpretations. Remember, you don’t want your target audience to get disinterested simply because you’re making them think harder than they ought to. When this happens, there is the likelihood that your abandonment rate will skyrocket.
Personalise your emails.
There is always something special about receiving personalised emails that make people want to give you the time you need to get them to do what you want. Personalised emails exude warmth and care and dissolve the idea of randomness. Of course, nobody wants to respond to something that he knows was sent to several other thousands of individuals with the exact same content. It makes a person feel random, that he or she is just part of a large statistic.
You have to have the patience to do follow up emails. Naturally, if they don’t respond the first time, there is still the possibility that they simply overlooked it or your email ended in their spam mail. Doing follow-ups is considered polite still. There is no harm in doing it. In fact, some of your target audience might just appreciate the gesture.