NewBay Media’s Meg Estevez covers why surveys are important, the frequency with which you should deploy them, and what you need to mine from them. Here’s a sampling:
- Importance: “They are important because they’re the most reliable method to get real feedback from our subscribers—no matter what platform they use to engage with our brands (print, digital, apps, newsletter, and website).”
- Frequency: “It depends on the type of survey. If someone expired with the March issue and you have a last effort renewal going out in April, you should wait 4-6 weeks to get responses and then send the survey (around last week of May) to those that didn’t renew. By doing this you are adding an extra effort into your renewal (or requal schedule) but it’s also the best time to get input.”
- Expectations: “What do you want to know? For example, are you interested to know if your subscribers want an app version of the brand? (If so, don’t forget to ask for their email address so you can alert them when the app is available). Or do you want to know whether there’s price sensitivity? There are many things you can learn by establishing these survey efforts with the right timing. In my experience people like to provide feedback (good and bad). If you ask the right questions you will get answers that will give you yet another piece to add to the puzzle and understand your audience better.”
To read more about getting the most out of your surveys, visit Folio:.
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