The following article was taken from an interview with an Edinburgh based Marketing Consultant and Survey Magnet user. Please enjoy.
I See Something You Don’t
We recently worked with a retail client to improve their marketing campaign metrics. The client was a medium-sized e-commerce platform that sold a variety of women's clothing. The first thing we noticed when reviewing their past campaigns was that they were always sending emails to their bulk opt-in list, with little to no segmentation of their audience.
We had already spotted this issue before starting the project, and I felt confident about how to solve it. In fact, this was one of the main reasons I took them on as a client in the first place. A little agency trick is to identify and solve your clients' problems before quoting them for the job—that way, you can price the project accordingly.
Divide and Conquer
Due to the diversity of products they offered on their website, our first move was to segment the audience by product category. Since most of the contacts on the client’s list were prospects, we didn’t have any purchasing data to guide us. To divide the audience, we needed to gather their preferences manually. That’s where Survey Magnet came into play.
We set up a series of embedded polls to ask the audience what kinds of products they preferred. This helped us segment the contacts into categories such as Outerwear, Accessories, Shoes, etc.
Sowing the Seeds
Over the course of about three months, the client was able to categorize the majority of their contact list into five main product categories. We worked with them to create a more personalized offering that aligned with each contact's preferences. By incorporating a few surveys into their automated onboarding emails, they were able to quickly start segmenting their contacts.
It’s also a win for the customer, as it makes them feel like the brand wants to engage in a conversation with them, rather than just pushing products.