So let's have a look at the power of surveys now. We're going to use surveys to build and improve the quality of our email lists. And what we're going to do is use our email list members to help us to improve and make a better email list. That's going to get a higher conversion rate. So we need to look at how to improve actions, when to survey how to get good data, a survey guide and where you can get free surveys from before you start any survey, you have to decide what action is you're trying to improve in your email marketing, so not what action you take, but what action your newsletter readers are actually taking. So it might be you want to improve open rates, well, then you might need to be working on your titles.

You might want to improve your link your click rates. You might be wanting to improve your unsubscribe rates. Now, if you have a look at the metrics section, we're going to show you which metrics to have a look at. But you need to pick one of those metrics, what you think needs the most improvement, choose the action before you even start yourself. And once you have that, work on that single thing, don't try and work on all your metrics with one survey, just pick the key one you think Ivan is most work or bring the most benefit? So the question is, is when do you need to survey?

Well, I would suggest you need to build your list of 500. Then start going through a survey, a periodic health check on your list. Now, you might want to try a 250 if you've got a very targeted audience, and you might want to start there, but I think probably 500 is where you want to sort of start there's no rule you start where you want to start 100 people if you want, if you can get good feedback, and good responses and can be valuable. But I think you need a good second segment. So when we get to 500, this isn't typically when I would suggest you need to think about survey your newsletter list, and seeing how you might improve what you're offering. And then we want to do that periodic health check.

So we want to make sure that we're checking on a regular basis, maybe every three months or six months, that our newsletter is still delivering what people want. So really, really important to not just rush out and do this when you're starting to build your list first, and then think about when you actually get into survey. So you want to get good data from your survey. asking them about the future doesn't actually work that well. People don't know what they want. When you ask them about what they would want in the future.

What you're saying to them is can you tell me what the future looks like? And people are very poor at predicting the future. Now if you ask them to do Describe what you didn't like about the past. They've got a frame of reference, they can look back and say, Actually, I didn't like this email marketing. I didn't like this email marketing. And they can describe what they didn't like doesn't necessarily have to be your email or describing.

You can ask them what they don't like in general about email list, but they will tell you and give you a clear guide on how to improve because they're telling you what they don't like. And an example of this is ordering a takeaway with your family or with your friends. If you say to people, what would you like to eat later, you'll get a lot of gems and ours and if you've got a wife like mindful Amina, she likes to really think about what she's guessing and I'm very quick. So you know, you can get in a situation where they've been an hour discussing your restaurant with some friends and you're like, why are you ready to order because I'm starving. I figured mine out the first five minutes. Maybe that's just me.

But if you ask them what they would like, in the future. Well, I would like to try they're gonna struggle if you ask What you didn't like? What didn't you like? So what don't you want? What don't you want to eat? What takeaway should we not order?

Well, I don't want pizza pizza on Wednesday. Okay? Any other Chinese? No, no, no, I don't want Chinese I don't like it because we have bad belly. Okay? So Indian Indians great to see we just removed.

Now when you sit in a survey and we remove the options I don't like that just leaves what they do like at the end. Now it doesn't mean we can't ask them about the future. But always try and describe the past. Try and get them to remove the past. And that will actually help them to help you figure out what they actually want in the future. Because if you just ask them on a blank slate, they won't get it.

So top tip there. Always start your survey with describing the past. When you do ask the future, make sure it's after you've already eliminated what they don't like. Then they'll be clear about what they do like. So let's get practical survey guy what some of the things we need to think about as we create the survey. Well, we want to be neutral with our questions, so we don't want to ask them.

Did you like the Ford? Mondeo that I'm selling you? Do you like that car? Do you like the red one? You might want to ask them, what color car would you like? What type of car would you like?

What make of car would you like? What size of car would you like? So in other words, don't lead the questions. And be clear, avoid jargon, especially if you're dealing with people where you're the expert. You're educating them and they're not familiar with what you're talking about. You have to take the Chinese and translate it into English you have to take the difficult concepts and explain it in layman's terms in a language that they can understand.

So avoid jargon in your survey. very definite about your questions be very clear about what you're asking. So, you know, don't ask them. What do you think you might like potentially? If you was potentially maybe in this situation possibly be very definite? Do you like this?

Do you like have that? limit the number of answers. Now, what we don't want to do is we don't want to give people survey fatigue. So we don't want them to get all worn out and tired. So when we give them the survey, and we ask a question, we want to limit the answers. We want to limit the number of answers that we allow them.

And a great way to do that is use multiple choice for clarity. So we can say, here's the question, here's four things 1234. Pick one of these. That's really quick for them. But some people don't like for wrong answers. So always allow additional comments.

Always make sure you leave additional comments that they can actually then clarify if they don't think your multiple choice is working for them. And never see If asked one question in one sentence, what you don't want to do is say, Do you want the red Ford Mondeo? That's two questions. You would ask one question, what type of car would you like? What color car would you like? And you'd ask them a separate questions in the survey.

And that helps them not be confused. People get confused when you ask them two questions at once, because they can't give a definitive answer. And then the other thing we want to do is ask for guidance. So we want to ask them for guidance, and we want to affirm their value. So we're asking them when we do a survey, for them to guide us, for them to help us. And we value their opinion, we value what they think about this subject, what they think about our newsletter, what they think about what we're doing.

So it's really, really important if you want to get them to opt in. Never incentivize your survey. So what that means is this. Don't say if you complete the survey I'm going to give you this blah, blah, blah, blah, blah, blah, special offer discount item, whatever, because they're just going to fill it out to get the item, and you're not going to get true results. So don't incentivize. Now that means, you know, you might not get all the responses that you might want, you might put out 500 and expect 250.

But typically, you're going to get about five to 10% response. If you got a good list, I would imagine that's probably anything more than that. I think you do really, really well. So don't incentivize your survey, just the people that will actually engage with you are the people who have the best opinion anyway. And what you want to do is make sure you keep it short. We don't want that survey fatigue.

So you want to say this is a two minute survey. Do you have three minutes? Don't go any longer? Five minutes, you say? Have you got 15 minutes, and we're like nope. And they're not going to answer that survey when you send it for your newsletter list and it lands in the inbox.

Keep it short. Try and keep it at two to free minute in terms of being able to answer it quickly. At the end of the survey, you can actually ask some deep dive question. You can ask them some questions like, Can you give me specific feedback. If you've got the time now what you'll find is people fill out stuff and they'll drift off at the end, and they probably won't. But if people are really engaged, we'll give you some information at the end.

So we want to keep it short, but give them an opportunity, maybe ideas of a survey, please share any additional thoughts, you have the notes neutral, let them tell you what they want to know. Now, say you've got a list of 500 people and you send it out and 5% response as 25 people out of the 500 follow up each one of them personally, ask them address them personally spend the time to go and spend the 25 EMA and get more information out of them because they're indicating they're the people that really are willing to give you feedback. So if you follow up with them personally and when I say person, I mean send them an email one to one by name, actually reference the points that they made you found interesting and useful, especially if they made additional points are they They gave you a deep dive at the end with some additional comments on the whole survey.

Follow up, get more information out of them, you'll be surprised they will give you the most information, and they will tell you how to improve your survey. Now, here's the key point just to wrap up this section. When we do a survey, we're asking people to tell us that our baby is ugly. We're saying to them, what is okay about my baby? Why don't you like it? Why don't you click through it?

Why don't you buy from me? Why Am I ugly? And it's really important that you prepared for that, because they're gonna tell you your baby's ugly. Don't do this. If you're feeling sensitive. Don't do a survey if you're feeling sensitive.

But if you want to improve yourself, if you want to improve that list, this is a great way to actually get the data to improve the quality of your email marketing. So now you're ready to do a survey. How can you do it for free? Well, Google Forms is your buddy Now Google Forms I found a little bit tricky. I always seem to set them up in a way where I lose the data. So I'm not going to teach you how to do that, because I'm the world's worst when it comes to Google Forms.

But what I do suggest is go online, go on YouTube, just find someone who's teaching you how to use a Google form to do a survey, even look for a short course somewhere. If you're going to be doing this on a regular basis, because it's completely free. Everything is free. Now Survey Monkey, they say they're free, for instance, a lot of people will recommend them. But when it actually comes to it, they're free if you want to email 100 respondents, well, that's not much good to hear. So these survey, a survey monkey is an example.

They want you to pay. And then what you'd pay a lot of money. And you don't need to just use a Google Form set up, just need a Google account. Use a Google form, you can just set it up to have the results sent to a spreadsheet where you can collate and review. Nice and simple, nice and easy. But you just need to Find someone to help you set that up.

If you're not a whiz with Google Forms, ain't me, I'm sorry. But have a look at that. And that's gonna help you to get through this. And just do good surveys without it spending loads and loads of money, guys, because the end of the day, you know, there's free stuff out there, why pay for it? Now, if you want to take this further, if you're really excited to build your email list and you get to 510 thousand, and you start to see some good results, and you really want to get into the survey type email marketing, you can actually become a form of email marketing, in and of itself. I recommend a book called asked by Ryan Levesque.

It's a very detailed, powerful book where he teach some very powerful principles that shows you how to use surveys in your email marketing. I'm in no way associated with Ryan Levesque. I don't know him personally, I get no benefit from this. I just recommend this because it's an eight excellent resource if you really want to get into survey marketing through email marketing, and understand how to build the quality of a list to a much deeper level and we've just touched on here. So again, check out you will find that really, really useful if you want to deep dive into this even more