Business owners are always searching for new ways to build their database, research their market and gather insight without adding hours of arduous labour to their days. So, when new winning ideas hit the market, our team at Email By Design can’t help but share them with you. The newest one of late, you may ask? The Micro Ask!
Not sure what this pop-up strategy is? Keep reading to be one of the first to explore the details.
What Is The Micro Ask?
Usually, when customers stumble upon your pop-up form, all they need to do is fill in their name and email. You may also take their phone number and birthday, but not much else. The micro ask is exactly as it sounds. It’s a tool to gather more information before they can unlock that juicy discount you’re offering.
Let’s take a jewellery brand, for example! A generic pop-up form, as we mentioned above, may ask for customers' emails, phone numbers, names and birthdays. A micro ask goes a little bit further. It requires them to answer a small question about what they’re interested in. For example, yellow gold jewellery, rose gold jewellery, white gold jewellery or silver jewellery.
It may seem like a small question to them, but for your brand, it adds mounds of value, which we’ve detailed below.
A Micro Ask Allows You To Segment Your Customers
Firstly, and most obviously, a micro ask allows you to segment your customers into groups. Rather than adopting a one-size-fits-all email approach, it allows you to send content to customers if you believe they will be interested in it. This can reduce the likelihood of unsubscribes and increase revenue, as customers will resonate more with your messaging.
A Micro Ask Lets You Personalise Your Flows More
On a more granular level, a micro ask can add personalisation to your emails, unlike what you could achieve previously.
In our example above, it allows you to choose jewellery of the correct colour to show to be recommended to them in your automated flows. In a welcome series, this immediately shows customers that you were listening to them and that you’ve taken their preferences into account.
Your personalised flows can go beyond specific product recommendations. You may even utilise different banners and images throughout the email to paint an experience for customers based on what they’ve told you. Strategies like this take time to implement, but the result is longer-term relationships with customers and more sustainable revenue.
A Micro Ask Helps With Research and Development
It’s not all email marketing related! While the catalyst for a micro ask is to fuel your database with more tangible data, said data can also help you grow your brand. By creating segments based on customer interests, you can see what kinds of products your database leans towards the most. This can help you determine what stock you need more of and what you need less of, even before you’ve jumped into stocktake season.
You can also use the micro ask to help develop new products. For example, you could ask customers about problems they’re trying to solve or what they’re looking for! In the case of jewellery, you could get savvy with answers, such as weightless earrings or no-twist necklaces. The information you gauge from this helps you create prototypes that will dazzle your audience and keep them coming back for more.
The Email By Design Team Can Build A High-Functioning Micro Ask With You
At Email By Design, we’re always ready to help brands excel. Looking to implement a micro ask that outperforms your expectations? Book a free 15-minute consultation to get started.
