Gauge and Keap Customer Satisfaction
Positive or negative, the results from a keap customer satisfaction survey can give you the information you need to improve your business. The customer isn’t happy? Find out what went wrong or what you could have done differently. The customer loves your product? To replicate your success, find out why the product resonated with her.
Using Keap Pro, email a survey link to customers who recently made a purchase. The survey, a web form, can be as simple as one question—“How satisfied were you with your recent purchase?” with three multiple-choice answers: “not satisfied,” “neutral” and “satisfied.”
Automate your follow-up accordingly. Set up the software so that a negative response triggers a task to contact the customer via phone or email. Reaching out quickly can prevent further damage. The majority of consumers give companies another chance after an initial poor customer service experience, but nearly 60 percent will switch companies after a second or third negative experience, according to a report prepared for American Express.
If the response was positive, send an automated email to thank the customer and ask if she’s willing to tell you more about her experience. A story from a happy customer can be rewarding—and not just emotionally. A customer testimonial shared on your website (with permission, of course) can be a personal, powerful way to convey the value of your product or services.
Ask Customers for Referrals
It’s the oldest marketing strategy in the world. Word-of-mouth is the most trusted form of advertising, with 84 percent of people saying they completely or somewhat trust recommendations from people they know, according to Nielsen.
But sometimes, customers need a little reminder (or an incentive) to spread the word. Ask customers to give referrals by sending an automated email. To encourage them to take action, you might offer a small gift or coupon as a token of your appreciation.
When the keap customer enters a friend’s name and phone number into a web form, your software will issue a task for you or a staff member to call the referral. Why the old-school call? Emailing contacts without their direct permission puts your email at high risk of being flagged as spam, which could lead to your messages being blocked by inboxes. Pick up the phone, then ask about opting in to your emails.
Clean Up Your Email List
“The more, the merrier” doesn’t apply to email lists. All subscribers initially said they wanted your emails, but over time, some change their minds and become uninterested in reading them. Continuing to email them, anyway, can hinder you from reaching the people who want to hear from you.
That’s because email providers like Gmail measure engagement—how often people open, click and otherwise interact with emails—in order to detect spam. High engagement tells Gmail that people want your emails. Low engagement suggests that they don’t—especially if some people mark your emails as spam. If that trend continues, Gmail might label you a spammer and block all of your emails from inboxes.
With Keap Pro, you can prune your list by targeting inactive subscribers. Because software tracks engagement metrics like opens, clicks, orders and web form opt-ins, you can single out subscribers who have been M.I.A. (120 days is a good measure).
Once the low-engagement crowd has been identified, schedule a series of three automated emails asking, “Do you want to keep receiving my emails?” Because you’re targeting known non-responders, use an arresting subject line like, “Hey!” (It worked for President Barack Obama’s re-election campaign). In the email, give readers the choice of two links. If they click “yes,” the software will remove the “inactive” label. If the answer is “no,” they’ll no longer receive your emails.
Spam reasons aside, email list hygiene is important for your marketing efforts. Realistically, your target demographic isn’t everyone on the planet. Paring down your list allows you to better understand your customers’ needs and interests, helping you craft more precise messages.
