Automated Email allows Salesforce users to easily send email survey invitations immediately after customer interactions. Use this guide to learn how to apply and optimize this new survey distribution feature.
Why email surveys are still relevant
We live in the era of omnichannel feedback where customers expect personalized and seamless communication from all companies, big or small.
And given that email is considered a much older form of communication than live chat or SMS, it’s easy to assume that it’ll soon be forgotten by customers. However, it’s the contrary—email isn’t going anywhere, especially when it comes to customer surveys.
In fact, the majority of surveys are still sent by email. Here’s why:
72% of people prefer receiving promotional content via email.
Daily time spent checking personal email is up 17% year-over-year (YoY). In addition, people are spending an average of 3.1 hours checking work email per workday.
Since email surveys are here to stay, it’s important for brands to get this form of communication right. Failure to do so will result in poor customer feedback and higher churn rates.
The benefits of using Automated Email
When it comes to email surveys, timing is everything.
If you wait too long after a customer’s interaction with your brand, the follow-up email will feel irrelevant. Also, to get a real-time pulse on what your customers are thinking, you must send personalized email surveys immediately after specific customer journey points.
Introducing Automated Email by GetFeedback
At GetFeedback we realize that the concept of smart, real-time email surveys is no easy task for businesses.
Why we built Automated Email
There are three main reasons why we built Automated Emails for our Salesforce customers:
Sending surveys through a separate email service provider (ESP) can be burdensome: these tools are typically built for marketing efforts rather than survey distribution.
Setting rules in Salesforce to automate email surveys through an external ESP at different customer touch points further complicates the workflow.
If sending through Salesforce or an external ESP, performance data is scattered across multiple platforms making it difficult to understand total campaign performance.
Seven benefits of using Automated Email
With Automated Email, rather than emailing surveys from Salesforce or another external ESP, companies can:
Consolidate email and survey data into one platform for holistic campaign insights. This means spending less time piecing together data in spreadsheets and more time listening to customers.
Send surveys based on events in Salesforce, like when a case is closed, or an account reaches a certain milestone.
Personalize emails with customer data such as contact name or case owner.Map feedback data where you need it to be in Salesforce so results are actionable.
Simplify one-touch email setup in GetFeedback.
Avoid send limitations when sending through Salesforce.
Easily set invitation reminders to prompt customers to respond to your surveys.
Achieve healthy delivery rates since GetFeedback supports DomainKeys Identified Mail (DKIM).
Step-by-step: implement Automated Email in Salesforce
Step 1: Build your one-touch email
First, make sure your survey is connected to Salesforce. To do so, simply navigate to the “Edit Mappings” (for Draft/Publish users) or “Salesforce” tab to connect the survey to your integrated Salesforce environment.
Once this is complete, access the “Automate in GetFeedback using Salesforce” option by navigating to the “Distribution” tab and choosing “Email.” From there you’ll see the option to select this new feature (see below).
After you’ve finalized and published your survey, you can embed your survey question right into your email, which we call a one-touch email. In our test, using one-touch email tripled survey response rates.
First, pick a “Call to Action”—you can choose to include a button or embed a survey question directly in the email.
Then, fill out all of the “Email Details” fields. When you’re selecting the sender’s email address, you have the option of an authenticated default email address or using your own custom domain.You also need to select the object that will trigger your outbound Salesforce message. It’s important to choose the same object that your workflow is based on in Salesforce (such as Case, Account, or Contact).
PRO TIP: If you don’t have a workflow yet, you’ll want to create your workflow first in Salesforce and then come back to finish setting up your outbound message in GetFeedback.
And don’t forget about the “Merge” fields. You can include these fields anywhere in your email to add a personal touch to your survey and recruit valuable customer data. This includes contact ID, name, email or company.
Once you’re done, click on “Save initial email settings.” Once you click on the “Save” box, it will turn grey and the “View in Salesforce” option at the top of the automated email will turn green.
Below is an example of how your fields might look like at this point in the implementation.
Finally, click “View in Salesforce” to view the outbound message to a Salesforce. If you continue to add new merge fields down the line, just save your email settings, and your outbound message will automatically update in Salesforce.
Step 2: Create a workflow in Salesforce
Next, you must set up a workflow in Salesforce to identify which event will automate your email send. In doing so, when the event occurs, Salesforce will send a message to GetFeedback and we will immediately send your email, all in a snap.
Assuming that your workflow is already created, select “Add Workflow Action” and click on “Select Existing Action” to find your outbound message.
Next, select “Outbound Messages” and search for the one you’ve just created from GetFeedback to attach it to your workflow.
Once you’ve selected the outbound message in your workflow, you’ve completed all of the steps.
PRO TIP: Don’t forget to quickly test your workflow and make sure that everything is working as expected.
You can also set up reminder emails in GetFeedback. This allows you to nudge customers to complete your survey after a certain amount of time has passed since the initial contact.
To set up reminders, go to the menu on the left side of the “Automate in GetFeedback using Salesforce” page of your Survey Builder.
Click “First reminder” and then turn the follow-up email to “On.” Under the “Send delay after initial email” option, you can select how many days you’d like to wait since the initial email to send your reminder email.
It’s important to remember that the reminder email “send delay options” cannot be edited or changed at this time. This means that the reminder email will be sent at the exact time of day as the initial email. Finally, fill out the body of the reminder email by adding a greeting. You should also customize the call to action on the embedded button directing respondents to your survey.
PRO TIP: You can turn reminders on and off as needed by toggling the On/Off button at the top left of the“Automate in GetFeedback using Salesforce” page.
Step 3: Analyze your results
You’re building surveys and sending emails all within GetFeedback. This means you can report on email open rates, click through rates, and survey responses all in one place.
To see your results, go to the “Results” tab, under “Distribution.” You’ll email statistics will be displayed as below.
There’s a lot of actionable results you can leverage. Click here for more on breaking down your email survey statistics.
Pro tips: optimize Automated Email surveys
The following are tips from our email survey experts at GetFeedback.
Start your survey with a rating or multiple choice question
This will enable you to use our one-touch email templates which will get you a higher response rate. By embedding the first question of your survey in the distribution email, your recipients are more likely to answer. And even if they don’t complete the survey, you will still get the answer to that first question (if you turn on incomplete responses).
Always set a fallback term when you personalize your email
When you personalize your one-touch email with data from Salesforce using merge fields, always set a fallback term so that the message still appears complete even if the chosen record contains no data. For instance, if you’re saying “Hi [Contact_Name]” a good fallback would be “there” so if there is missing data the email reads “Hi there.”
Be mindful when setting automated reminders
Using automated reminders will help you improve your response rate, but remember to be respectful of people’s time and don’t overdo it. Sending too many emails, or too many surveys can quickly turn a happy customer into a disgruntled one.
Choose your subject line wisely
Your subject line will either entice recipients to open your email or turn them off completely. Check out our 5 email subject line strategies to make sure you’re optimizing your approach.
Don’t forget your record ID
If you are mapping your responses back to Salesforce, include the record ID—it’ll make your life much easier by ensuring that your data ends up in the right place.
Can’t get enough of email surveys? Check out our other guide on how to master email surveys.