Simple Surveys :: Straight From the Inbox

To find readership trends, many email marketers use an intense evaluation process, measuring success by tracking open rates, click-through rates and more. But a recent email issued by Mars for the M&Ms brand included a rating scale right in the body of the message. Check it out:

Email Marketing professionals know that polls and surveys in email can often cause rendering issues, with the result being broken ugly messages - Not the results you're after. But Mars proved its genius for finding the email survey loophole: Each number on the ranking scale is its own separate link. Of course, this allows for the possibility for multiple clicks that could affect the accuracy of results. But this unscientific survey still collects valuable data – a finger on the pulse of opinions right from the inbox.

Mars has a brilliant idea. But by taking it a step further, they could have a segmentation goldmine. Those who were uninterested in the newsletter can be singled out into one group, and those who loved it in another. Allowing for more individualized upcoming messages. There is a world of messaging potential straight from this simple survey.