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The Power of Reaching Out
Although most brands are run by a team, we often look at them as a unit. For example, if Apple doesn’t deliver the product we ordered or runs across an issue, we are usually upset with Apple verses Joe from the shipping warehouse who misplaced the package. Even though your audience knows different people are responding to questions, handling orders, creating communication plans, designing products, etc., each interaction with your brand represents it as a whole. Luckily, this thought process can work in your brands’ favor and is worth striving toward.
Consumers want to feel heard. This is especially true when they have had a memorable encounter with your brand, negative or positive. Let’s take it a step further than meeting your customers halfway. It’s time to reach out, directly.
Email is one of the most popular channels to ask for your audience’s feedback, often through surveys. However, many survey or general feedback emails are never opened and tossed in the trash folder. Below are five ways to improve your methods and gain results when reaching out to consumers.
1. Create compelling subject lines.
We’ve all seen the typical subject lines in our inbox. “Take our survey,” “Let us know what you think,” “We want your feedback,” and the list continues. Yes, these subject lines tell you what the email is, but they don’t encourage you to open it.
Think of a subject line that would entice you to click. Successful subjects include promising deals, stating how long it will take or making it personal. “Take our short survey and get 30% off,” “We’d love your feedback! It’ll only take 3 minutes,” “Sydney, we want you to give us the scoop!” and so on.
Remember, your audience thinks of your brand as an individual, which makes them more likely to respond to than a random employee selecting names from email lists. Start forming consumer relationships through listening.
2. Quick! Get to the point.
If your email is opened, you have a short window to get your point across. Tell the reader as quickly as possible that you value their input and how long it will take to do the action you are requesting. Your audience is busy and will respect you more if you not only value their feedback, but also their time.
3. Set their expectations.
Most people don’t like surprises, especially if it’s a never-ending questionnaire. Tell your readers what to expect including the time requirement, content length, how many questions, what kind of questions and any other information that will avoid distrust when a reader clicks your survey button. To go even further, change your call to action button to contain expectation details. For example, “Answer 4 questions.” The more your audience is prepared for the more willing they will be to decide if it is worth the effort.
4. Tell your readers what’s in it for them.
Incentivize! As expected, offering consumers something in return boosts their participation. Bonus: This often motivates the consumer to tell their friends about their experience or leaves a lasting impression about your brand. However, always ensure that the deal being offered is equivalent to the information’s use. As much as you want to cater your brand to every customer’s needs based on their information, you can’t continue business if everything has lost value from being always on sale or handed out for free.
5. Make it personal.
When the question at hand feels relevant to the consumer, they usually have a greater sense of responsibility to take ownership. For example, if you are asking them to leave a review or share their opinion on a recently purchased product or service, include their name and ask about the specific product. Whether they loved or hated their experience, this information will help your brand improve its next go, show your customer how your brand cares and keep them coming back by resolving an issue that would have missed.