We’ve been working on some long overdue upgrades to one of MailChimp’s more popular features. While sifting through all the feedback emails we’ve received from customers over the years, we noticed that most of the requests made perfect sense for our audience, but some of the requests seemed strange (and those are the ones that pique my interest the most). We needed a little clarity, so we decided to send a survey to our customers. But surveys can be really intrusive. You’re asking a customer, who’s already giving you money, to give you something more precious: their time.
So here’s how we used list segmentation to maximize response, while minimizing annoyance.
Our customer list is over 2 million. It was pretty damn tempting to send the survey to that entire list, to be honest with you.