Expert guidance for embedding surveys in emails

Surveys are a secret weapon of email engagement.

Unfortunately, it’s not easy to create, design and deploy digital surveys that get great results.

What’s the best way to word questions? How many questions should you ask? What sort of design and layout will grab the most eyeballs? How will you analyze and share results?

There are many considerations and possibilities, but the payoff from surveys is often worth the work. As Alissa Warne writes at MarketingProfs: “Surveys are one of the most important digital touchpoints that brands can have with a customer. Getting them right can elicit valuable feedback to drive product and company direction.”

The trick is in the clicks—or lack thereof.

“Most email surveys have buttons that say, ‘Take Survey’ or ‘Start,’ which take the user to a new browser tab and kick off a standalone survey,” writes Rohan Ayyar at Business 2 Community. “Trouble is, not enough people bother clicking on this CTA button, resulting in poor response rates and thin data.”