It’s been said many times on this blog, in our webinars and other discussions about the benefits of email marketing, but we’ll say it once more: the expected ROI for email marketing is $40 for every $1 spent. A big reason for that is how connected to email your subscribers already are in the first place. For that same reason, surveys serve as a powerful tool when combined with your email marketing efforts.

Connect In A Space Engagement Already Exists

If you’re using best practices for email marketing and maintaining a clean list, then you should have a list full of individuals who regularly open your email campaigns, click on links and, in general, look forward to receiving communications from you. So, sending a survey via email isn’t exactly a cold call. You’re reaching out in a space where they’re already opted-in to hearing from you. Surveys are just one more approach in the long list of ways you can do great, effective email marketing and maximize that ROI.

Gain Valuable Feedback

Surveys give a voice to your subscribers. They let you know if you’re delivering on the promises you’ve made and if your customers are happy. Use surveys to gauge the successes and failures of your marketing initiatives, branding and more. They must be used sparingly, as you don’t want to overwhelm your customers, but when sent at the proper times can be highly effective.

Learn Your Net Promoter Score

You’ve probably been sent a survey in the last year or so by a company looking to determine their Net Promoter Score without even realizing it. The brand likely asked how likely you were to recommend their goods or services to a friend, on a scale of 1-10. They would then subtract the percentage of Detractors (score of 0-6) from the percentage of promoters (9-10) to determine their NPS on a range of -100 to 100. This gives you a read on your customer’s experience and predicts business growth.

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by Andy Shore

Andy Shore found his way to Benchmark when he replied to a job listing promising a job of half blogging, half social media. His parents still don’t believe that people get paid to do that. Since then, he’s spun his addiction to pop culture and passion for music into business and marketing posts that are the spoonful of sugar that helps the lessons go down. As the result of his boss not knowing whether or not to take him seriously, he also created the web series Ask Andy, which stars a cartoon version of himself. Despite being a cartoon, he somehow manages to be taken seriously by many of his readers ... and few of his coworkers.