The person who invented mail merge technology is probably very wealthy by now. Fancy the concept of writing just one letter template and one envelope template, and being able to send out a marketing piece to hundreds and thousands of people—each letter personalized, with content specifically catered toward the individual recipient (whether it’s seat number or the date of the specific event they have booked to attend.)
The ultimate advantage of mail merge was its uncanny ability to raise response rates like never before. The extra yard of personalization resulted in people responding to the messages at unprecedented rates.
Surveys, too, can use such "mail merge" type personalization technology. Pipe logic, or survey "piping," allows surveys to achieve a level of personalization that is specific to the individual respondent filling out your survey. Vis-a-vis mail merge, pipe logic also uses data tags, which serve as variables that can be used in the text of any question.
The great thing about pipe logic is that, unlike mail merge technology, which restricts you to information you already have in your customer database, piping allows you to dynamically use information you receive in that exact same survey from a prior response! For example, Question #3 of the survey asks, "What department do you work in?" Later in the survey, Question #10 will ask “What are the key strengths of the marketing department?” Does it make a difference? You bet it does.
Our own studies have shown that when you are able to keep the survey text relevant and pertinent to the respondent in question, there is a significant jump in both response rates AND in the quality of responses. When people believe the questions being asked are specific to them, they are more likely to give more thoughtful responses. This in turn, means better, more insightful, more actionable data for you to use in making day to day business decisions.
The ultimate advantage of mail merge was its uncanny ability to raise response rates like never before. The extra yard of personalization resulted in people responding to the messages at unprecedented rates.
Surveys, too, can use such "mail merge" type personalization technology. Pipe logic, or survey "piping," allows surveys to achieve a level of personalization that is specific to the individual respondent filling out your survey. Vis-a-vis mail merge, pipe logic also uses data tags, which serve as variables that can be used in the text of any question.
The great thing about pipe logic is that, unlike mail merge technology, which restricts you to information you already have in your customer database, piping allows you to dynamically use information you receive in that exact same survey from a prior response! For example, Question #3 of the survey asks, "What department do you work in?" Later in the survey, Question #10 will ask “What are the key strengths of the marketing department?” Does it make a difference? You bet it does.
Our own studies have shown that when you are able to keep the survey text relevant and pertinent to the respondent in question, there is a significant jump in both response rates AND in the quality of responses. When people believe the questions being asked are specific to them, they are more likely to give more thoughtful responses. This in turn, means better, more insightful, more actionable data for you to use in making day to day business decisions.
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