Four Keys to Collecting User Feedback
How do you track user feedback? How do you know the content, product, or service that you provide in your email program meets user expectations? How do you track user sentiment over time? How well do your customers’ actions align with your desired business objectives?
These important questions can fuel your product backlog and content strategies. Understanding your customer base through surveys, interviews, focus groups, inbox data, and site metrics helps bridge any gaps between user expectation and reality. In the product development world, maximizing the impact of product enhancements requires understanding the users before any time is spent changing your product. Otherwise, those enhancements might not actually satisfy user needs. This same process can be applied to enhance your existing email content and segmentation strategies.
Collect User Feedback
I’ve found it best to collect user feedback continually, as opposed to treating user-feedback collection like a standalone campaign. Adding survey response links to baseline email campaigns can provide...