How to Collect Zero-Party Data Through Email Surveys: Types and Advantages

One of the most used methods of collecting data as an e-commerce email marketing agency are email surveys. The reason is very simple: they work. Also, these can decrease unsubscribers, increase engagement, and help you sell more because through surveys the actual audience is telling you what they want, then you know what to give to them.

Any information that helps you understand customers better can be translated as a question in an email survey. This type of collecting data is based on the concept of embedded hyperlinks in an email’s HTML code, in order to send a survey in an email and the hyperlinks are responses. Basically, clicking a link counts as a response, and these clicks are recorded in a database of your email survey tool to analyze all collected results.

When using Klaviyo, this platform allows you to add personalized profile property tags to each of your subscribers’ profiles whenever they click on certain buttons with personalized syntax. Check here how you can power up your email marketing strategy by using this feature to leverage surveys and collect information through gamified emails.

Email surveys can be divided into 6 types:

  1. Customer Satisfaction and Net promoter Score Surveys
  2. Post-purchase survey for e-commerce
  3. Surveys embedded in newsletters
  4. Trial satisfaction surveys
  5. Satisfaction survey for events and conferences
  6. Increasing mobile app retention

Now that you know what is an email survey and their types, it’s important to talk about the advantages and disadvantages of it. On the positive side this method of collecting data provides higher response rates than other traditional methods. Are extremely low cost and require minimum resources, the margin of error is very little as there’s no mediator involved. Email is a much quicker way to address large quantities of respondents and collect data through the email platform.

On the other hand, sometimes the responses received cannot always be genuine  as some respondents may answer for the sake of receiving the incentives only. It’s also limited in reach, as not everyone has access to email, and even getting an email ID can be a difficult task at times.

With email being one of the top channels for capturing insights, email surveys are the simple and direct way to gather feedback and information from your customers to then be used as zero-party data that converts and leverages your overall marketing strategy due to the advantages of receiving what your audience wants directly from them.