I don’t know if this went out to all ASAE members or just a random sample of members, but I thought it was a really cool idea. ASAE & The Center sent out this one question survey about email communications today.
One question, one click. That’s all. They used their e-mail distribution software to track which answer users clicked on.
The only improvement I’ll make when I steal this idea is to use the landing page that members reach after they click their answer to do some communication about a program. Maybe put something like…
“So you think we send too much e-mail. Well, thanks for reading and responding to that last one. We really do try to keep it to a minimum and keep you informed about all the changes going on in the industry at the same time. Speaking of changes in the industry, did you know that we have a new brochure that you can download and give to your current and prospective clients that explains how they can benefit from the American Recovery and Reinvestment Tax Act of 2009 (aka “the economic stimulus package”)? Grab it here. Thanks again for taking our short survey!”
Anyway, thanks anonymous ASAE & The Center staff person for this great idea, where ever you are.
{ 7 comments… read them below or add one }
I had the same reaction … loved it, answered it as soon as it showed up in my email, and felt “satisfied” because they had asked. Great idea to improve with a landing page.
Totally agree. I immediately decided to steal it as well.
–Becky
So, what would you folks do with the resulting data?
I’m a bigger fan of the method than the question and its resulting data.
So in this case, as an isolated event, I couldn’t do much with the information. However, I could see this survey being run 3-4 times per year and comparing the results to the actual number of e-mails sent from the office over a period. Let’s say you reduced your sent e-mail volume by 25% in a quarter and you saw a sizable decrease in the number of folks who said “too much e-mail” in the quarterly survey. I’d take the results as confirmation that I’m now sending about the right amount of e-mail.
Ben, you are spot-on. I had the same reaction… actually, the process went something like this:
Upon seeing the message in my inbox:
Ugh, another survey from ASAE? Well, I guess I’ll see how long it it…
Upon opening and submitting my answer:
Oh, wow, really just one question? Nice!
After reaching the landing page:
Crazy…I’m already really at the end? Really? Awesome! I like this!
I’m not sure if I would put anything communicating a whole lot more on the last landing page. It was super refreshing to just be finished and I appreciated not having more info than that shoved down my throat. Of course, that could have just been my reaction because I was crazy busy that day, but there you have it.
I agree wholeheartedly with everything you said, Ben. I think it was a great way to check on the temperature of the membership relating to e-mail communication, and I’d be interested to hear the findings of the quick survey…
I too got this email from ASAE and instantly wanted to use the same format for my organization. I was tasked with determining which topic/speaker for an upcoming event the public would be most interested in. I thought ASAE was using some paid survey software, but the idea of just using your email marketing software to track link clicks is ingenious! Definitely like the landing page idea too.