Getting Feedback on Relevancy Before It's a Problem

Marketers have long asked subscribers for their feedback on product purchases and many ask, at the point of unsubscribe, why a subscriber is leaving.  But we’ve seen more marketers trying to get out in front of the issue of program relevancy instead of waiting for a subscriber to move into a state of inactivity or to unsubscribe.  “Rate this email” type calls to action are becoming more common.  Below is an example from British online grocery retailer Ocado.

A “Rate this email” call to action appears in the upper right of the email:

Clicking on this link takes subscribers to a short survey form:

Below the ratings, subscribers are also provided with the opportunity to provide some additional open ended feedback in a text box.

While I like the idea of asking for feedback, the “Rate this email” link itself is very small and likely to be overlooked. I’d make it larger and test various locations. Also, the questions could be optimized.  “Relevance of offers” and “Usefulness of content” are pretty similar unless Ocado supplies a good deal of non-offer type content such as party planning tips or recipes.  A question about frequency would also be helpful.  Marketers need to think about exactly how they will use the data they are collecting.  Are they collecting the information to get a general read on subscriber satisfaction?  Are the questions being asked providing more information than can simply be gleaned from open and click rates? Or will the marketer make subscriber level changes based on this feedback?  For a subscriber who submits this form and says the overall experience is poor, how will the marketer change their messaging for that particular subscriber?

Chili’s takes a different approach.  By clicking on “Yes” or “No” for the “Was this offer relevant to you?” call to action at the bottom of the email, the subscriber is brought to the Chili’s preference center:

The information collected here is specific enough to help Chili’s craft a very targeted email strategy for the subscriber.

In summary, I like the idea of directly appealing to subscribers for program relevancy feedback before they complain, unsubscribe or simply slide into a dormant state.  However, I encourage marketers to only ask for information that they can and will truly use to customize or improve the subscriber experience.  The only thing worse than sending lots of irrelevant email is asking how to make it better and then continuing to send the same old stuff.  Also, I’d encourage marketers to make an even more direct request for feedback by sending a dedicated email at least once a year.

Have you asked your subscribers to rate your emails?  And, if so, how has it worked?

This post originally appeared on The Magill Report.

minute read

Popular stories

Products

BriteVerify

BriteVerify email verification ensures that an email address actually exists in real-time

DemandTools

The #1 global data quality tool used by thousands of Salesforce admins

Everest

Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality

Solutions

Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time