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The Constant Contact Guide to Email Marketing by Eric Groves

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Increasing the Value of a List over Time

As time passes, your emails present an opportunity to ask for increasing amounts of information with more depth and meaning. It’s also necessary to keep up with changes in your email list and apply corrections when necessary.
The following sections offer suggestions for adding in-depth information to your subscriber information through surveys and polls, keeping your information current with subscription reminders, and protecting your data from problems with good list management practices.

GATHERING ONGOING FEEDBACK THROUGH SURVEYS AND POLLS

Email communications are all about you speaking to your customers. However, in any relationship listening is equally important (some would argue more important) as speaking. The best way to listen to your customers is to set yourself up to get a constant flow of customer feedback. It’s called “drip intelligence,” and it gives you customer feedback on a regular basis. If you ask the right questions, the feedback you’ll get will be easily actionable, timely, and will give you a leg up against your competition.
It’s simple to do. Simply include one customer feedback question in every email newsletter you send. Here is how it might work.
If you’re publishing a quarterly email newsletter, insert a link to one of these questions in each newsletter. If your email newsletter goes out monthly, do the same thing, and then start the cycle over again the fifth month, repeating each of the four questions ...

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