Tips For E-Mail Marketing In E-Commerce – Customer Satisfaction Surveys
Veröffentlicht am 20 February 2019 | von Lisa Marie Lindemann0
E-Commerce is booming. During the last years, the developments in the industry have only known one direction: up! And sales growth continues unabated, so that e-commerce sales in Germany in 2017 had an amount up to 48.7 billion euros, which corresponds to 13.22 percent of total retail sales – also the highest value measured so far. In this blog post series we present 12 tips for email marketing in e-commerce. This time: Customer Satisfaction Surveys
Sounds trivial, but is carried out far too rarely: satisfaction surveys. These help you to improve your business, strengthen the customer loyalty and optimize your offering and processes. The e-commerce sector is ideal for surveys and for using email as a market research tool. An email survey is a cost-effective way to find out what the customer thinks and how the customer perceives your company’s performance in the services provided. In addition, the processes can be easily automated so that -as soon as they have been set up -relatively little work has to flow into the actual survey and its evaluation.
In order to achievethat, two kinds of survey sare especially useful:
- A brief query of customer satisfaction after the purchase. A simple question such as “Were you satisfied with our performance? Yes / No? together with a small text field in which the customer can express his opinion in case of dissatisfaction. These surveys can be integrated into transaction emails in simple ways. Such surveys are particularly useful for products with a long product lifecycle and can be conducted at a later date.
- More detailed queries on company performance, but only occasionally and at longer intervals. These are sent individually and are not related to a transaction. Since the processing of these surveys can also be time-consuming for the customer, incentives in the form of discounts, vouchers, or free deliveries can also be helpful to motivate the customer to participate.
A further important measure in e-commerce are customer reviews in the shop as well as social media recommendations from customers. The advantage of this kind of feedback is that not only you, but also other potential customers of the online shop benefit from it. In addition, other users’ opinions on previous purchases generate different levels of transparency and trust among customers. For example, you can ask users who have responded positively to a satisfaction survey to write a short review of the rated product or to recommend you in social media. Make it as easy as possible for users. The evaluation or recommendation should be possible with one click in the email.
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In our checklist “12 tips for email marketing in e-commerce” we have compiled tips to help you improve your email marketing activities in both the short and long term. Please fill out the form to receive the free download.