USING SURVEYS TO
IMPROVE YOUR EMAIL AND
SEGMENTATION STRATEGY
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Mark Kilens
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Joel Traugott
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AGENDA
1 Why surveys are an important e-mail marketing tool
2 How to plan, write and send a great e-mail survey
3 What a great email survey looks like
4 Training exercise
5 Next steps and resources
1
WHY SURVEYS ARE AN
IMPORTANT EMAIL
MARKETING TOOL
“Personalization – It’s not about
first/last names. It’s about
relevant content.”
Dan Jak
75%
of email revenue is generated by
behavioral campaigns
SOURCE: HUBSPOT ANNUAL REPORT, 2015
SURVEYS HELP
YOU LEARN MORE
EXPLICIT INFORMATION
ABOUT YOUR CONTACTS.
EXPLICIT
IMPLICIT
“My name
is Jim.”
“Jim primarily
reads sales
blogs.”
Surveys can help you
take the temperature
of your audience and
guide your planning.
FLICKR USER DON BURKETT
SURVEY DATA GIVES US NEW
AND INNOVATOVE WAYS
TO SEGMENT AND ENGAGE
OUR AUDIENCE.
2
HOW TO PLAN WRITE
AND SEND A GREAT
EMAIL SURVEY
BEST PRACTICES
FOR SURVEYS & EMAIL
Determine a goal for your survey
Send a great email
Analyze your results
Use your results
BEST PRACTICES
FOR SURVEYS & EMAIL
Determine a goal for your survey
Send a great email
Analyze your results
Use your results
Always have an
end goal in mind.
It’s important to know why
you are sending a survey.
www.ensightmarketing.com
http://academy.iglobalstores.com/wp-content/uploads/2011/08/the5ws.jpg
Questions to Avoid
•
Leading – Why is your marketing strategy failing?
•
Loaded – Where do you usually go for coffee?
•
Double Barreled – Do you eat and sleep enough?
•
Absolutes – Do you always use Excel?
Questions to Avoid
•
Leading – Why is your marketing strategy failing?
•
Loaded – Where do you usually go for coffee?
•
Double Barreled – Do you eat and sleep enough?
•
Absolutes – Do you always use Excel?
Questions to Avoid
•
Leading – Why is your marketing strategy failing?
•
Loaded – Where do you usually go for coffee?
•
Double Barreled – Do you eat and sleep enough?
•
Absolutes – Do you always use Excel?
Questions to Avoid
•
Leading – Why is your marketing strategy failing?
•
Loaded – Where do you usually go for coffee?
•
Double Barreled – Do you eat and sleep enough?
•
Absolutes – Do you always use Excel?
Questions to Avoid
•
Leading – Why is your marketing strategy failing?
•
Loaded – Where do you usually go for coffee?
•
Double Barreled – Do you eat and sleep enough?
•
Absolutes – Do you always use Excel?
BEST PRACTICES
FOR SURVEYS & EMAIL
Determine a goal for your survey
Send a great email
Analyze your results
Use your results
Remember to
always ask nicely!
FLICKR USER DON BURKETT
Incentivize
http://www.afrugalchick.com/wp-content/uploads/2015/07/amazon-gift-card.png
REMEMBER YOUR
FUNDAMENTALS:
THIS IS STILL A GOAL
FOCUSED EMAIL
BEST PRACTICES
FOR SURVEYS & EMAIL
Determine a goal for your survey
Send a great email
Analyze your results
Use your results
RESPONDENTS TEACH
YOU ABOUT YOUR
NON-REPSONDENTS.
Segment and update
your personas.
www.higher-education-marketing.com
Most importantly,
share what you
have learned.
BEST PRACTICES
FOR SURVEYS & EMAIL
Determine a goal for your survey
Send a great email
Analyze your results
Use your results
Don’t just plan your
goal, act towards
your goal, too!
http://www.employee-performance.com
ALWAYS STRIVE TO
ENGAGE AND DELIGHT.
How can I sell more?
I can’t get this to integrate.
I need to reduce ticket times!
I’m hungry 
http://blog.mailermailer.com
3
WHAT A GREAT EMAIL
SURVEY LOOKS LIKE
Using Your Results
Re-engage: Teach leads something new
Upsell: Show a new features
Excite: Share helpful tools
4
TRAINING EXERCISE
ORIGINAL
How short
was Napolean?
ORIGINAL
IMPROVED
How short
was Napolean?
How would
you describe
Napoleon’s
height?
ORIGINAL
Where do
you enjoy
drinking juice?
ORIGINAL
IMPROVED
Where do
Pre-screen for
you enjoy
juice drinkers
drinking juice? if it’s important
to your goal.
ORIGINAL
Do you send
too many
emails and
tweets?
ORIGINAL
IMPROVED
Do you send
too many
emails and
tweets?
Break this into
two separate
questions.
5
NEXT STEPS
AND RESOURCES
NEXT STEPS
1
Decide on a persona you want to learn more about and
what business goal the survey works toward.
2
Write five questions that will deliver usable information.
(Remember your question best practices!)
3
Use either TypeForm or SurveyMonkey integrations to
provide your survey.
4
Craft a great email for your persona. (Ask nicely!)
RESOURCES
1
Typeform (Featured Survey Tool) article about how
HubSpot uses Typeform: Read it now! How to Integrate?
2
Survey Monkey Integration: Click Here
3 HubSpot Academy Email Marketing Cert: Get Certified.
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THANK YOU.