Hey! I would like to share my experience in setting up and analyzing email polls for FMCG companies.
Recently, email has begun to be recorded by many customers in the list of ineffective channels, and polls, as a format, are completely archaic. At first, I agreed with this state of affairs, since the recipients of our mailings were frankly bored, ignored letters or answered only a part of the questions.
But we decided to give polls in email another chance and tried to rethink the approach.
As a result, the channel falling asleep on the sidelines of history turned out to be the main source of feedback for FMCG and participants in promotions. Below I will describe simple steps and techniques that have increased efficiency.
Analyzing the data throughout the year, we saw that after changing the approach, the depth of the survey and the desire to leave answers increased by 45%, and the conversion from recipients to respondents by 27%.
Sending emails while saving money
In our case, the survey is sent in a marketing email. The purpose of sending is to collect information from users of the product, to find out the impression of the promotion, whether they like the prizes, etc. But the number of letters on a project is usually limited. It is quite difficult for a customer to allocate an additional budget just for collecting feedback.
As a result, you have to combine the survey with other info-reasons. This solution saves the budget, but by testing hypotheses on different groups of products: from a well-known global brand of snacks to an equally well-known international car brand - several messages to action or CTA (Call to Action) in one email reduces the mutual effectiveness of the entire message.
Therefore, we solved the problem by changing the approach to visualization and copyrighting.
Visualization. Re-positioning the survey in the header of the email on the first screen, which marketers call the Hot Shelf. Bring images to life with GIF animation. ...
Copyright. We tried to convince the participant that his vote is decisive. The emphasis is on ensuring that the organizers read and heed every response.
Below in the letter we have posted the mechanics of the action, with a reminder of the prizes and conditions of participation.
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And the most important rule that helped bring email and polls back to life is to remember that there are real people on the other end of the mailbox. Humor, lightness and emoticons make communication more emotional and human, and for giant companies the opportunity to collect warm and truthful feedback. Positive emotions are the main way to keep a person in communication.