If you’re following best practices in email marketing, you’re not asking for anything more than the essentials on your email signup page. Good for you! I know it’s painful, but it is a best practice in permission-based email marketing to ask for a little, to gain a lot…meaning a lot of signups.
It’s a known fact that the more information you ask for on your email signup page, the fewer email signups you’ll get. And that’s frustrating for us email marketers who want to get more stats so we can segment, personalize and target our email marketing campaigns.
The answer isn’t to ask for more, at least not upfront. The answer is to answer more over time. And email surveys help you do just that.
Silverpop has a great little email marketing whitepaper on how to use email surveys to learn more about your email marketing customers over time.
Titled “Connect with Your Customers: 4 Survey Tactics to Enhance Enterprise Email Marketing,” you’ll find it at http://www.silverpop.com/practices/whitepapers.html. (I tried to get you an exact URL but couldn’t because of the signup form, ironically!) Scroll down the page and you’ll spot it. It’s only four pages long, but includes examples and is easy to act on. Highly recommended!
Because when you learn more about your customers, you improve your chances of improving your email marketing ROI!
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