The Email Signature Handbook
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Email Signature Surveys & Customer Satisfaction

An email signature survey example

Companies of all sizes realize the value of customer feedback. Positive feedback is likely to turn customers into advocates of your brand, while negative feedback helps you to adapt. After all, how can you improve what you offer unless you gather useful insights into your products or services?

However, getting said feedback is not easy. Your customers’ time is limited, and they don’t want to fill out surveys with lots of questions. If you persistently ask for feedback, you’ll only alienate your customers to the point where they may no longer want to do business with you. After all, what’s in it for them?

You’ll have more success getting feedback if customers know they can do it quickly and their time won’t be wasted. One of the simplest ways to get the insight you seek is to add a survey in your corporate email signature.

You might ask why an email signature is an effective channel for customer surveys. In basic terms, all you do is add some 1-click feedback buttons to your signature design. That’s it! Each button is assigned a link to measure the level of customer satisfaction i.e. good, neutral and bad. These can then be used to direct customers to different landing pages allowing them to add further comments should they wish. You’ve then created a dedicated email signature survey with very little effort.

The power of email signature surveys

Here are the main reasons why you should include surveys in email signatures and why they are the perfect platform for customer feedback.

Email as trusted communications

If your company deals directly with customers through direct email, it’s very likely that you’ll be recognized as a trusted source. However, these customers will probably not be inclined to fill in any survey requests you send them. In all honestly, they will probably just ignore them. If you persist in sending them survey emails, you’re going to lose that element of trust you’ve worked so hard to build and just damage the health of your database through unsubscribe requests and possible complaints.

An email signature survey, on the other hand, offers customers a chance to provide simple feedback in an unobtrusive way. You’re not “demanding” feedback but offering them the chance to do so if they wish. Customers will then be more willing to give valuable insight into their experience with your company as they’ll already be talking to you over email.

Large volumes

If something is displayed on your everyday work email continuously, you guarantee that it will get an audience – and a large one too. Using an email signature survey that’s seen by potentially thousands of people will only increase the chances of completion. If you saw something over and over again, and all you needed to do is click something once, wouldn’t you be more likely to do so? If you make it really easy for customers to leave feedback, you’ll inevitably get more responses as they will more inclined to rate their experience with your brand.

Insight at the click of a button

If you want fast feedback, 1-click feedback buttons in an email signature survey are a great way to get rapid results. By embedding links into your template or using a third-party signature solution, you can easily obtain real-time customer insights with simple feedback buttons.

It is recommended that you keep the design of the buttons as simple as possible - something like emoticons using different expressions or a star rating work best. These are universally recognized symbols, so they increase the chances of a click.

No more long surveys

We’ve all received one of those customer satisfaction surveys that just take too long to complete, which you end up abandoning. Unless there is some kind of incentive, people just don’t have the time to answer question after question. The same goes for your customers. They don’t want to waste their time on an automated email asking them to fill in a 20-minute questionnaire. With an email signature survey however, customers can leave feedback in the most painless way possible. The monotony of completing long surveys is taken away, meaning you don’t negatively impact on your customers’ time.

The perfect email signature survey design

As with all email signature elements, you’ll want to make sure that the survey buttons you use aren’t too large and distract from the content of the email. You want the buttons to be unobtrusive, yet noticeable enough that people will want to click on them.

Email signature survey with emoticons

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