Auditing Unsubscribes with a Customer Feedback Survey

Have you ever wondered why your recipients decide to unsubscribe from your emails? Acquiring this information can help you improve your email marketing campaigns and target the right recipients. To collect this data, all you need to do is integrate a ClickDimensions survey with your subscription management page.

Start by building a survey. Your subscription management page is going to immediately redirect here after the person confirms their unsubscribe. You can make this transition seamless for the respondent by customizing the email component of your survey. Set this to Read Only because we're going to pre-fill it by using a parameter. This way, the person won't have to write in their email a second time after opting out their address. Additionally, this ensures that you're collecting feedback for the exact unsubscribe record that was created. Other tips for this survey would be to use a checkbox question, so respondents can select more than one option about why they no longer wish to receive emails. Also, if you're open to general feedback, you can incorporate a text area question.

After your survey is set up, go to the Embed menu, and copy the Embed as Link URL.

Next, create separate subscription management pages, one for global unsubscribes and one to manage preferences. This will segment your options, isolating your global unsubscribe from ways to opt in/out of certain topics. Be sure to include links to both pages in your email template and to clearly designate which option executes which action.

For this example, we'll be working mainly with the global unsubscribe page. In the subscription management page designer, be sure to include an email component and make it required. This will be pertinent for creating the unsubscribe record in CRM, but it's also how we're going to collect data to pre-fill the read-only field on our survey.

Then, since we know everyone who fills out this page no longer wishes to receive any emails, go ahead and add a Remove From Marketing List action for any marketing lists that may have recipients included on them. This will help you maintain clean lists and reduce your number of excluded emails on future email sends.

Next, click the Confirmation Text icon in your subscription management page designer. In the Post Redirect field, paste the Embed as Link URL from your survey. Then, add the ?$EMAIL parameter. This will pre-fill the email component on your survey. You can find more details about this process here.

Now, when someone submits your global unsubscribe page and they are taken to your unsubscribe survey, their email address is pre-filled, and all they have to do is provide you with feedback about why they no longer wish to receive emails.

To review your data, you can use the Click Dimensions survey report to analyze trends among respondents. For instance, if you noticed a lot of responses from people who are not in your geographic area, you may want to consider adding an additional component to your marketing list criteria. Just as you would use "Status > Equals > Active" you may want to consider "State > Equals > South Carolina," for example.

You could also create a custom CRM advanced find to review this data on a micro level. In this example, we're looking at all of the answers to our general feedback question. So, we're querying the survey answer entity for records related to our specific survey question.

For convenience, you can use the Edit Columns button to display related data, including the submitted information and the respondent's name.

 

You can save this query to use as a custom CRM view, or you could even customize this query further. For instance, you could add a Created On date clause to your search criteria to only review records from this year, the past six months, etc. If you're tailoring your email marketing campaigns based off of these customers' responses, this would be an efficient way to analyze new feedback after you have made certain adjustments.

The original blog post was written by Suzannah Howell, ClickDimensions Marketing Success Manager, you can view it here: http://blog.clickdimensions.com/2017/01/auditing-unsubscribes-with-a-customer-feedback-survey.html

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