Email Marketing

5 Reasons to Send a Survey

written by Janine Popick


In a perfect world, you’d know exactly what your customers were thinking and could give them exactly what they want at all times. Unfortunately, things don’t quite work this way, so you’ve got to use the tools you have available to find out more about your customers. The availability of online surveys today means anyone can create an effective customer survey in a matter of minutes or hours without a degree in market research. Our retention marketing team came up with five great reasons to survey your customers. I’d like to share them with you:

  1. Get Feedback: Ask your customers what they honestly think about your products, services, events or marketing. You won’t know until you ask. The knowledge you gain will be invaluable to your business.
  2. Set the Bar: Surveys allow you to look at your business at a certain moment in time. Benchmark how you are doing in different aspects of your business and make goals to improve or maintain that status over time.
  3. Evaluate the Competition: Ask what other products or services your customers use, and find out why or what they enjoy about them. Doing this will make you aware of the alternatives in your market and how best to compete.
  4. Learn New Ideas: Your customers are an untapped resource for you. They are smart, creative, and likely have ideas that you haven’t thought of. Just imagine all the cool ideas you can get from the people that matter the most and know your business!
  5. Guide Business Decisions: Using surveys, you can gather information that is helpful in making informed business decisions. The feedback you get from your customers can guide you in future product, marketing, or organizational decisions – both big and small.

Feeling compelled to send a survey now? Good. I’m happy to tell you that creating and launching an online survey is extremely easy! I’ve created a few (using VerticalResponse of course) and came up with new blog topics, webinar ideas, and even stats to share with customers.

Janine Popick

about the author

Janine Popick

Janine Popick is the CEO and Founder of VerticalResponse, a leading provider of self-service email marketing, social media, online event marketing, online surveys and direct mail solutions empowering small businesses to create, manage and analyze their own direct marketing campaigns. She is a columnist for, the Huffington Post and American Express OPEN Forum, and has been featured in USA Today, TIME, TechCrunch, Forbes, Entrepreneur, Social Media Today, FOX Business and the San Francisco Business Times, among others. She was an Ernst & Young Entrepreneur of the Year finalist from 2006 to 2009, and won the top Stevie Award for Entrepreneur of the Year from 2008 to 2011 as well as Executive of the Year in 2012. Janine also won the U.S. Small Business Administration award for Small Business Person of the Year in San Francisco.


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