Segmenting Customers with One-Click Surveys

canopylabs.com

15 points·cl42··7 comments

If you could build this into weekly email newsletters and let others rent out the survey space, it would be huge for customer development.

Very interesting idea! We'll get back to you on that -- it would be a big shift from our regular approach/work, but I can see some companies willing to do this, especially those already selling ads on their newsletter e-mails.

>Click rates tend to be in the 15% to 25% range. Yes, this is not a typo! These are the most effective e-mails you can send.

That is lower than I would expect for a campaign giving away $5 with a click.

Just to clarify, the 15% to 25% range applies to almost any one-click survey we run. Not just ones that have an incentive.

I previously ran a startup that was entirely based around one-click survey emails, inspired by Netflix's survey emails, which was around 5 years ago. We definitely saw huge response rates but we couldn't find any customers that cared. Nearly everyone we talked to wanted more info than a single question/answer, in order to segment responses. For big customers, they were happy with low single-digit response rates since they could spam thousands of people.

Interesting. How did you deal with this? What was your pricing model? If you're willing to share, I'd be curious.

We basically deal with this objection/request in two ways: (1) use the one-click survey as an entry-point into a bigger survey so you get at least SOME feedback, or (2) simply ask people if they'd prefer lots of info on a few people, or lots of people giving a bit of info. A lot of companies will choose the latter in this case.

Self segmentation is a big deal right now

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