E-mail marketing managers love to include quick surveys in their e-newsletters—so much so that they risk overdoing it.

Melissa Read, VP-research and innovation at Spunlogic, an Atlanta-based full-service digital marketing agency, believes managers send surveys too often, causing respondents to burn out on the novelty of providing feedback. Eventually, she said, they’ll stop responding.

“Surveys should only go out when you want to understand something about the business respondents,” Read said. Otherwise, “it will become the survey who cried wolf and the next time you really want to know something, respondents won’t be as interested in telling you.”

Paring down the number of surveys is a good start, she said. Read offers these other helpful tips... Read the complete article on BtoBOnline.