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Email Marketing, Customer Surveys,
and Brand Measurement

Email marketing is one of the most cost-effective tools, when targeting a specific market. Reaching a Global Internet Marketplace in a matter of seconds, your email goes out in
a timely basis, unhindered by location and distance. Whether you are starting a new
business or planning to expand the one that you have, it would be wise to include
email-marketing campaigns into your goals and strategies.

"According to the latest forecast by the research group at eMarketer, online ad spending will leap to $ 96.8 billion by 2014, growing at an annual rate of 11.9% despite the slow, uneven and fragile global economic recovery. As a result, the Internet's share of total ad spending worldwide is seen jumping from 11.9% in 2009 to 17.2% in 2014. The recession has propelled online advertising by forcing marketers with limited budgets to make every dollar count," said eMarketer analyst Jared Jenks on Wednesday, November 10, 2010."

Successful Marketers Practice Self-Evaluation

How effective are your email campaigns? How would you rate your communications with your customers, prospects, and leads? Today, the consumer is in control. The Internet has provided all of us with the power of research and choice, creating a growing standard of high expectations on the services and products we buy. Your global audience expects deliverability and reliability, wrapped up in integrity, and trust. Therefore, the question that you need to ask yourself is - How am I doing?

Determining Client Satisfaction through Online Marketing Surveys

"Beauty is in the Eye of the Beholder." This statement still holds true in our day and age. How your customers and prospects see your email marketing communications, your products and services, is the deciding factor that controls your business success and growth. Knowing the right questions to ask, will secure the responses that you need to correct, adjust, adapt, or change your marketing strategies. Waiting until there is a problem to resolve is not being practical.

Brand Measurement Results in Brand Popularity

The common thread, objective, and goal permeating every email marketing campaign is the word branding. Creating a strong and vivid impression in someone's mind, while engaging his or her interest and passion, is a marketer's dream. Preserving that loyalty in an ever-growing viral campaign becomes the catalyst for repeat purchases, which is the stuff that keeps a company in business, irrespective of the economy.

Search Engine Results and RSS feeds will quickly display how a brand is doing by including ratings, comments, blogs, tags, bookmarks, forums, votes, and reviews. Knowing that your brand reputation is being measured daily through all these sources should inspire you to make sure the SERP results about your brand and product is positive.

Email Marketing Campaigns and Customer Surveys

Internet marketers know that you can never become comfortable. Assuming client satisfaction is unrealistic. After all, they are using your product and services. One size does not fit all. Customization and adaptation are forward thinking tactics. How can you fix what you don't know is broken? If you are not sending out customer surveys in your campaigns, then it is time to start.

People Influence People

According to eMarketer, "Customer product reviews are becoming a fixture on retail and consumer brand websites, with over 80% of retailers planning to feature them by the end of 2010. Reading product reviews is a growing part of consumers' pre-purchase search ritual. Over the past few years, consumers have increased the number of reviews they read and the overall time they spend reading them There is no doubt that online customer reviews can raise sales-conversion rates, lower product returns and increase loyalty."

According to the Latest Market Surveys

• Over 80% of all holiday shoppers are greatly influenced by customer reviews

• Around 60% of Internet shoppers revealed that they consistently read reviews before making any purchase decisions.

• Almost half of the consumers surveyed said when shopping online, they did not trust a website lacking customer reviews and comments about the products being sold.

Creating a Customer Survey

Customer surveys have specific goals. They are used to test the temperature gauge in your recipient's satisfaction level. We have listed below just a few general guidelines to help you on your way.

1. Explain your Purpose. Write an introduction to your customers. Let them know why you are sending the survey. Give them an incentive to filling it out. Offer them a free newsletter subscription or a discount on a product or service. Always reward sincere responses.

2. Get to the Point. Respect your customer's time – it is valuable. Let them know how long the survey will take. If possible, the survey should be able to be saved midway, allowing them to return to where they left off.

3. Use Simple and Clear Questions – Ask short relevant questions. You want them to understand the questions, and understand what to answer.

4. Targeted Questions. Perhaps you have a new product or service you want to offer. Use your survey to see what they are looking for and if this product or service will answer a specific need or want in their lives.

Share Your Survey Results – Be proactive with the results of your survey. Make the changes necessary that have been communicated, meeting their expectations. Respect your audience by listening to them.

Mutual respect is the soil needed for customer loyalty to grow.

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