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Gathering and Analyzing Recipient Feedback from Within an Email

ClickDimensions allows you to create surveys for the purpose of gathering customer feedback, and these work great in many scenarios, such as linked in an email, embedded on a web page, redirected to following a form submission, etc. However, what if you want to give your email recipients a way to very quickly provide feedback directly within an email they have received, without needing to fill out a survey?

You can accomplish this pretty easily by adding links in your email template that the customer can click to provide feedback. This previous blog post walks you through how to do that.

Here are a few important points to consider about the method described in that post:

  • You will need the feedback links to direct to separate “thank you” pages.
  • You will receive the feedback as Click type email events in CRM (as well as, optionally, page views for the “thank you” pages). Thus:
  • In order to properly understand the feedback, you need to make sure you know which link URL corresponds with each feedback level.
  • Because records are being created in CRM, in addition to running advanced find queries and reports, you can use workflows to build automatic processes around the feedback you receive.

In the rest of this post, I will dive into some examples of what can be done with this feedback as it flows into CRM.

The examples will be based on the feedback received for this email:

Analyzing feedback 1

The feedback links in this email link to the following three survey pages:

Very Relevant:

Analyzing feedback 2

Somewhat Relevant:

Analyzing feedback 3

Irrelevant:
Analyzing feedback 4

 

As recipients click the feedback links in your email, Click email events will be generated in your CRM environment. Here is an example of one such email event, generated by clicking the Very Relevant link in the email above:

Analyzing feedback 5

These Click email events are great because you can use advanced find queries and reports to analyze this data while also utilizing CRM workflows to kick off automated processes based on this feedback. In all of the examples to follow, I will use the value in the email event’s Link field to identify the type of feedback that was given.

Example 1

To see how much Very Relevant feedback was submitted for a given email send, run an advanced find for all email events where Type equals Click AND Email Send equals [Name of Email Send] AND Link contains VeryRelevant.

Analyzing feedback 6

Example 2

To pull all of the feedback for a given email send, run an advanced find for all email events where Type equals Click AND Email Send equals [Name of Email Send] AND Link contains VeryRelevant OR SomewhatRelevant OR Irrelevant. If needed, you can use CRM’s native export to Excel feature to export the query results to an Excel file so that you can analyze and manipulate the data in Excel.

Analyzing feedback 7

Example 3

To automatically add a note to a contact record when that contact has indicated that an email is irrelevant, create a workflow that runs on the creation of an email event record and is set with a scope appropriate to your business setup.

You also want to check that the email event’s Type equals Click AND Link contains Irrelevant. If it does, create a note where the Regarding field is set to the email event’s related contact. (In the workflow’s Create Note properties window, you can set a message to the effect of: “Customer indicated that [Email Event’s related Email Send] was irrelevant to them.”)

Once this workflow is set up, any sales or account management user who opens the contact record would quickly be able to see if a contact has provided negative feedback about a previous email send by looking in the notes section.

Here is what the workflow looks like:

Analyzing feedback 8

And here is the Create Note step properties window (note the use of dynamic values):

Analyzing feedback 9

Example 4

If, instead of notifying the contact’s owner, all feedback should be sent to the same user, you could set up a contact record containing that user’s email address and replace the Create Note step in the previous workflow example with a Create: Send ClickDimensions Email step which will send a notification email to this user via a contact record containing their email address.

Here is what this workflow looks like:

Analyzing feedback 10

And here are the Create: Send ClickDimensions Email step’s properties:

Analyzing feedback 11

See this help article for information on using the Create: Send ClickDimensions Email workflow step.

NOTE: Running a workflow on email events can be taxing on your CRM environment, especially if you are sending to large marketing lists and/or if you have other processes running simultaneously. If you enable a workflow like the one above and notice that your CRM performance suffers, this indicates that your CRM does not have enough available resources to efficiently process all of the workflows.

If this happens to you, one option would be to create an on-demand workflow that will not run when a record is created and is structured the same as in the examples above, with an additional condition at the beginning to check that the email event’s Created On date is on or after the date that the email send was sent. You could then run this workflow after normal business hours so that all of the relevant feedback clicks are evaluated and actioned according to the workflow without affecting your CRM’s performance during high-use times. Depending on when and how many times you run this workflow on the same email send’s clicks, you will need to be sure to adjust the first condition’s date range so that you don’t run the workflow more than once on the same click(s).

For more in-depth information about building workflows, see these blog posts:
Streamlining Business Processes with Workflows and Entity Fields
CRM Workflows: Wait versus Timeout
CRM Workflows: Parallel Wait Branches

Happy Marketing!

2017-05-18T14:54:18+00:00 By |Email Marketing|0 Comments

About the Author:

mm
Weston Packard is the Lead Product Specialist at ClickDimensions.

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