In our last blog post, we touted the benefits and popularity of one-click email surveys, particularly compared to traditional tools like Google Forms and SurveyMonkey. But how do these surveys perform in terms of engagement?
Online surveys typically suffer from low response rates (and even lower completion rates, especially if a survey takes more than a few minutes to complete). A University of Florida study found that online surveys are 11% less effective than mail/phone surveys, and response rates of 2% are not uncommon. The advantage, of course, is that online surveys cost very little to run, and give easy access to tens of thousands of respondents.
Given the benefits and ease of one-click surveys, they should theoretically see higher response rates than traditional surveys. Does this actually hold true?
To find out, we reviewed how one-click surveys performed for one Canopy Labs customer, and whether this had an impact on how customers interacted with their emails.
This organization typically sees 2% click rates on the email campaigns they send to customers. The team wanted to increase this number, and also find out how satisfied customers were with the organization. To do so, Canopy Labs worked with them to grow click rates by sending a one-click email survey.
This email asked customers to rate, on a scale of 1-5, how satisfied they were with the organization. Choosing one of the five options sent them to a comment box on the organization’s website, where they could leave feedback, or leave if they had nothing further to add. Responses were tied back to a Canopy Labs ID so the team could reach out to address any feedback or concerns.
Between the two campaigns, email open rates stayed consistent at roughly 55%, signalling that the emails generated similar interest and reception from customers. Note that we did not experiment with the subject lines.
Customer interaction with the one-click emails skyrocketed – with click rates jumping from 2% to 16%.
What’s more, this was achieved without the organization offering any incentive for participation. The campaign’s 16% click rate falls within our performance benchmarks for one-click surveys, which generally range from 15% to 25%.
The email survey generated nearly 2500 responses in the span of 48 hours – providing a wealth of data to gauge customer satisfaction, and giving the team a chance to engage customers who rated their experience poorly.