Every CX program wants to gather as much insightful data as possible. We all are asked to provide our feedback multiple times every day. One day, I decided to count how many times I was asked to provide feedback. I initially thought maybe once per day, but when I counted it, I was invited to provide feedback about four to five times on an average day. It came from email surveys, requests for reviews, receipt surveys, web intercept surveys and various other ways. You can try this out yourself and see how many times you are asked to provide feedback, it may surprise you. Many people tend to ignore, throw away or automatically delete a lot of invitations to provide feedback. It is vitally important to find ways to get the feedback you need when your clients may already be fatigued by everyone else trying to vie for their attention. What can you do to make your invitations for feedback superior to others?
Creating Invitation Click Throughs
In many CX programs, the first impression a client has of your company trying to gather insights comes from an email invitation. There are multiple aspects of your email that can trigger brand recognition, incentive to open, and to take action inside your message. A few of those key aspects are the subject line, content of the email and the link itself.
AlchemyWorx, a global email marketing agency built around helping companies achieve not only higher click through to get more data, but also building your brand stated in an article they created, “The Nudge Effect: Unlock the Branding Power of Email,”that “Everybody checks email, often more than once a day. Having a well-crafted message and subject lines that use carefully chosen terms that intrigue, explain and anticipate action can build your brand, even if your subscriber just glances at your subject line.” As you create your campaign to gather data, think about how the subject line is the first-glance incentive to get people in the door. Ensure that your clients know it’s coming from you and what they will get out of opening the email.
Branding Content and the Call to Action
Once the email is opened, the work isn’t done. The content of the email is important. When they open the invitation to share their point of view, they need to know it really is coming from you. The email should be branded to your company, similar to other marketing campaigns sent by your company. It should also include more detail, what you are expecting from them, and what they get out of it.
Lastly, once the email is open and they know it’s from you, how do you get them to provide their feedback? You already had a subject line to intrigue them, content and branding for them to know it’s from you, the last piece is the action you expect them to take. For a CX program, that’s clicking the link to provide data. The days of “Click here to provide your feedback,” are over. You need to have a clever way to continue the clients’ intrigue to see what lies ahead and to share their feedback. It can be a call to action by asking them a question that will get them started in the survey or a memorable image they can click to start. When they hover over your hyperlink, ensure that it’s readable and that they can identify that it’s officially from your company. The link should include your company name or an identifier of your company. With all of the issues with security, phishing and other cyber attacks, email recipients are becoming more and more skeptical of clicking a link.
It All Depends on You
Whatever method you are using to gather feedback from your clients should be consistent with your brand guidelines. Your goal should be to create a seamless experience for your clients, from reading your subject line to providing feedback through the entire survey taking experience. It needs to intrigue them enough to catch their attention and hold it enough to get feedback. Once you get the feedback, the insights derived from it will help you and your company gain the insights it needs to be successful. It all relies on you working hard to get their attention and find ways to gather that feedback. No pressure, good luck.