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Strategy one: Micro-targeting
The email adage proven over time is: the smaller your target, the more tailored the messages. The more tailored your messages are, the better response you’ll get.
What’s neat about the cluster method is that your respondents are writing the messaging they want to see from you.
For example, of that 30% who use your product often, 90% of those responses never knew about your latest product addition. Your next email campaign to that group (since you now have those email addresses) could focus on comparing the experience of the familiar product to the new one. See how easy that was?
Luckily for ReachMail users, your respondents are already in your account database, streamlining your way to micro-targeted success!
Strategy two: Broad-based campaigns
After wading knee-deep in data, it’s easy to lose sight of the fact that your survey audience is a representation of your entire audience. Developing broad-based campaigns is a fairly effortless translation of your data. You can now create a hierarchy of audience interests, and plan your marketing calendar accordingly.
You’ll also see from your results that many times people respond with the perceptions of your company rather than the reality. But this is useful, too.
If 45% of your audience feels like your stock is always low – but you know that’s a common misconception – take advantage of it in a series of broad-based ads touting how much inventory you have.
Again, this isn’t rocket science, but when people review data, they often shy away from unfavorable answers, when in reality these answers will most likely guide you to the campaigns that draw the most attention. Don’t think of this as a way to take time away from your campaigns touting strengths, but ignoring critical responses can be a crucial mistake – at least in your marketing.
Sharing is caring
In this anonymous world of the Internet, people love seeing what others do, and to feel like they’re part of something larger than themselves. Surveying is a great way to start engaging your audience on this level.
Proof of Performance
The “POP” technique is most often used with great success by television. Like an ad for a local newscast with the messaging, “We were first on the scene of that big story last week. Don’t forget to tune in tonight.”
While you’re not racing to any fires, share-back some of the information you got from the survey as quickly as possible. This reminds your audience that you care about what they say. Nowhere does this carry more importance than B2B clients, who are always interested in industry trends.
A simple POP email carries the message, “Thanks for the overwhelming response to our survey last week. Did you know that 90% of our clients agree: we’re the best!”
We Listen
Following up your POP should be a series of messages conveying that what respondents opined was carried out. Just by starting with the line, “You asked for this feature, and now we’re proud to offer…” will motivate your respondents, and anyone else who likes the idea of being listened to.
Don’t stop now
After you’ve done the follow-up marketing and whatever changes were dictated by the survey results, start the process again. In time, you’ll strengthen your company and the ways you communicate far beyond your expectations. All it takes is listening, reading, and response.
Still seem like a lot to manage?
Don’t worry; we’re here to take the entire burden from you. Even if ReachMail’s Survey Builder seems a little daunting, we’re experts at tailoring survey solutions that keep your audience engaged and your business informed without taxing your resources.
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