Do You Send Your Customers Emails? Try a Survey!
by Angie Ash, EVP
There are so many reasons why retail jewelers send their customers professional-looking and engaging emails. For one, technology has made it easy to create engaging and beautiful correspondence. With just a few clicks, you can send your customers information about an event, include links to landing pages, and even ask for an RSVP. Email marketing is also really inexpensive. No pricey postage or traditional mailing expenses are necessary! And, of course, you can log into the back end of an email platform, such as MailChimp, or Constant Contact, and see all kinds of data, such as open rates, click-throughs, and the like.
However, are you also harnessing the power of your email platform to compose and send an occasional survey to your customers? Here are some reasons this also makes good sense:
- It shows your customers that you care about their feedback and shopping experience.
- It provides you with insight that may also be surprising.
- It gives you the opportunity to offer your customers something in return for their participation, such as a bounce-back offer to come back into the store for a future purchase.
When putting together a survey, it’s important to not overwhelm customers with too many questions. Keep it short; no more than 10.
It’s also a good idea to ask store associates to get involved. What do they think would be important questions to ask? As a store owner, you may think you know best, but you may get some eye-opening context from the people who work the floor on a daily basis.
Here is a short list of things to consider querying your customers to get you started:
- The shopping experience both in-store and online
- Thoughts on designer lines or jewelry styles you carry
- Where they prefer to get content (emails, online ads, social media)
- Their age range
- What’s important to them when they shop
- What you can do better
2023 is proving to be a year of buying peaks and valleys. If you’ve never sent your customers a survey or if it’s been quite some time since your last effort, now is the perfect opportunity. You have everything to gain, and nothing to lose! And, you never know, you may just get a few thank you notes from customers saying how much they appreciated the chance to participate.
Ready to work with marketing professionals who can motivate you to do this and more? Email suits@fruchtman.com to get started.
