In this month’s email case study, we will look at two examples of embedded polls within survey emails, and how you can implement these for your own store emails. You can embed polls in your emails to get higher completion rates for your surveys. This gives you better feedback, and doesn’t let the
At the end of this post, we’ll take a look at the main takeaways from the last few email case studies that have focused on survey emails. But first, let’s take a look at two survey email examples with polls included in the body of the email.
First is the post-purchase product review email from Amazon.
Let’s break down the good and the bad in the email. First the good:
- Content: The email clearly states that the feedback will take a minute to complete. In addition, the email includes useful details like the image of the product, estimated delivery date, and seller name.
- Rating parameters: The email is very specific about what the rating should be based on. Instead of simply asking to rate the product, the copy defines the parameters regarding the rating.
- Links: The email copy is relatively bare with the focus primarily on the rating. But, useful links are included at the bottom of the email to easily navigate to things related to the purchase.
There’s not a lot that this email lacks. Overall, it is very well organized, with the focus clearly on the rating. The only nitpick would be that the email is very utilitarian, and not very personal in tone. There’s a lot of brand loyalty and recognition for Amazon, so this is not a big factor for them. But, for small eCommerce store owners, personalizing emails – conversational tone, signed by an individual along with the title of that person, etc. – can go a long way in building a connection with the customer.
The next example is a customer service feedback email by Groupon.
Let’s start with the good:
- Copy: The copy in the email is very short and focuses on the feedback options. This makes it very easy to understand and complete the call-to-action in the email.
- Further feedback: Once an option is selected, it triggers a separate survey that you can choose to complete. In this way, Groupon at least gets feedback on whether broadly a customer was satisfied or unsatisfied, even if they don’t complete the rest of the survey.
- Conversation reminder: The full conversation transcript is appended to the bottom of the email. This makes it easy to refer back to, without getting in the way of the call-to-action.
The bad is similar to the Amazon example where the email can be personalized (a lot more in the case of Groupon). The email simply says “Hello” rather than including the receiver’s name. Instead of being signed by the generic “Groupon Customer Service”, it can be personalized more by being signed by a relevant individual, for example, John Doe, Manager at Groupon Customer Service.
This helps humanize the interaction and makes customers feel that there are people on the other side of the conversation with the brand.
The main thing in both emails is the ease of providing feedback. The embedded rating and poll allows you to respond with a single click. In both examples, the survey stands out from the rest of the copy visually.
The copy in the email is very short and to-the-point. There is no fluffy language or detailed content that gets in the way of the main purpose of the email, which is to get a feedback response. In the Amazon email, there are links at the bottom for more detailed information. For the Groupon email, the conversation is appended to the bottom of the email so that customers just have to scroll down for details.
Most email management platforms provide the ability to embed polls within emails. In the example below, we will use MailChimp to create a simple survey.
You don’t have to separately create the survey within MailChimp. Once you get to the stage of creating the body content, you can use tags to create a poll within your email.
You can choose to customize the questions and the functionality of the poll. For the above example, the tags create two poll questions in your email body.
You can learn more about embedding polls within MailChimp emails and their reporting from the MailChimp Knowledge Base.
You can also integrate other platforms if you primarily use those for your feedback surveys. For example, you can integrate SurveyMonkey with MailChimp to create and send surveys to your email list.
Customers are much more likely to complete a survey or a poll that is embedded within the body of the email. The embedded poll makes it really easy for customers to fill out without navigating to a website. This can greatly increase the completion rate of your polls.
In general, try to make the survey relatively short – 3 to 5 questions. Embed the question or poll that helps you drive a key metric, or gives you a broad understanding of the metric. In the above examples, Amazon asks for the product rating that immediately feeds into the live rating.
Groupon only has two options – whether you were satisfied or unsatisfied with the customer service. Once you click on an option, the email triggers a further survey that you can choose to fill. In a similar way, if you have more questions, or have questions that require text comments, you can trigger a link to the survey after you get the initial feedback. This way, you at least get a response for the main point of the survey.
- Provide a reward to incentivize customers to fill out the survey, like providing store credit or discount on a future purchase.
- Clearly state how long it will take to complete the survey and keep this duration short (like 10-15 seconds). You can include this in the subject line as well as the body of the email.
- Embed polls in the feedback emails to get a higher completion rate.
Are there other ideas that help get you better results from feedback emails? Please tell us in the comments below.