As a business owner, you want your customers to know as much about you and your business as possible. But let us challenge you: how much do you know about them?
Sure, you may know what demographic your customers sit in, or which products they love most. But how much do you know about the rest of their lives? If your answer is teetering on 'not much,' there's no need to worry. Surveys are how you close that gap, and here's how to use them to boost engagement and gather insights.
Types of survey campaigns
There's more than one way to put a survey to work. Here are three that consistently earn their keep:
Ask your VIPs who'd like to receive samples of a new product in exchange for honest feedback. It creates a sense of exclusivity while helping you improve before launch.
Send to: VIP customersAsk your engaged segment what new products they'd love from you. Offer multiple-choice options and a write-in section for more creative ideas.
Send to: Engaged segmentLaunching a new colour or flavour? Let your audience help decide. Show off a few options and ask them to vote.
Send to: Your whole listUse an external tool like Typeform, or build a Klaviyo embedded form on a landing page and assign profile properties based on the answers, so every response sharpens your segmentation.
How do surveys boost engagement?
Surveys make your brand more memorable. Say you're weighing up a new product line. Ask customers what should come next. Even if the results draw even and don't change your decision much, the act of asking makes customers feel they have a say:
A vote turns a broadcast into a conversation, and customers into participants.
Customers who feel they helped shape a product are more inclined to buy it once it launches, because they feel they played a part in its inception.
How do surveys gather insight?
Your customers are a wealth of information. What many brands don't realise is how much loyal purchasers tend to share in common. A survey, before or after a first purchase, can reveal what brought customers to your brand and why they bought:
You may find this aligns with your marketing and USP. You may also find it's completely different from what you expected. Either way, the information is invaluable: it lets you transform your other marketing, acquire new customers, and reach more like-minded consumers. It's primary evidence of what's working, what's not, and what your brand can do to evolve.
You already know what you sell. A survey tells you why your customers actually buy it.
Let's build surveys that actually tell you something.
We understand that setting up new surveys can feel overwhelming, but that they're also critical for growth. Need support finding the middle ground to develop email surveys that work? Our team is here to help.
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