5 Benefits of Running Surveys with Mailchimp [+Examples]

If you’re anything like me, you might have a hard time remembering what email marketing was like in the pre-Mailchimp era. Seems like Freddie the Chimp has always been high-fiving us throughout our marketing endeavors, right?

As of 2019, Mailchimp (now so much more than just an email marketing tool) takes pride in partnering up with other leading marketing tools on the market. These include customer feedback software like Survicate.

So how does Mailchimp survey integration further empower you to reach your goals?

Imagine that you’re collecting responses in a customer satisfaction survey and, based on your clients’ responses, assigning them to separate mailing lists that align to their pain points or needs.

In fact, you don’t have to stretch your imagination, as it’s one of the many ways you can use a customer feedback platform to your advantage.

Let’s take a look at the top 5 benefits of integrating a survey tool with Mailchimp (spoiler alert: it’s not just about sending email surveys :)).

Without further ado…

#1. Measuring customer satisfaction

Let’s talk about the example above a bit further.

If you’ve ever browsed the methods of monitoring your audience’s satisfaction, then you’ve likely noticed that many companies measure Net Promoter Score (NPS). In a nutshell, you ask your audience, on a scale from 1 to 10, about the likeliness of recommending your brand to a friend. Respondents are divided into three groups: detractors (0-6), neutrals (7-8), and promoters (9-10).

Free plan available. 100 free survey responses included every month!


So how can this be used to boost the accuracy of your email campaigns?

Once you integrate your survey tool with Mailchimp, you’ll be able to create separate lists for detractors, neutrals, and promoters. Each response will be automatically sent to the right segment. Hence, you’ll be able to nurture each group separately, in a way that best aligns with their level of satisfaction.

This means that you’ll have a real shot at convincing your detractors to give you another chance, as well as to convert your neutrals into promoters.

Tip: Don’t limit yourself to running NPS surveys via email only. If you use a tool that lets you send surveys via a link (such as Survicate), you’ll be able to distribute it via messenger, social media, or even embed it at the end of your articles. You can also run website surveys.

With a tool like Survicate, you can send customer responses to Mailchimp in the form of tags, notes, or list fields – whatever suits your needs best. You can also create new fields and leads in the lists of your choice, without having to log on to Mailchimp.

#2. Nurturing and segmenting your leads better

A goal that’s at the pinnacle of each marketer’s dreams, right?

Surveys in Mailchimp offer you several ways to learn about and engage your leads better.

Here are just some of the hundreds of insights you can collect and use to optimize or create new lead nurturing paths.

  • what brings people to your website (just browsing, or maybe considering a purchase?),
  • why leads abandon shopping carts,
  • what clients think about the quality of the products you sell,
  • how engaging your newsletters are.


Post Purchase Survey Template

Free plan available. 100 free survey responses included every month!


Editor’s note: Not sure what else you can ask your leads about? Here’s some inspiration.

Speaking of lead nurturing, there’s also a very specific group of people that surveys will let you discover the potential of…inactive leads.

#3. Increasing lead activation

Don’t you just feel frustrated when new users register on your website/service only to never show up again?

Or maybe – if you’re a subscription-based business – they’ve returned several times to look around, but never used the product (thus, making it impossible to convert them from Freemium leads to paying customers)?

If so, you’re not alone, as it’s one of the biggest challenges top SaaS companies openly admit to.

So why does the majority of new users never return to your website or app?

One reason might be low lead quality.

The other might be that you don’t have a process in place to re-activate your leads. Meaning that you don’t actually ask them why they’ve pulled a full-fledged Houdini on you.

You’ll find out for sure with a Mailchimp survey.

Lead activation survey in Mailchimp

Filter out the leads who haven’t visited your website recently and send them an email survey. Ask them about the reasons for their lack of activity. Their responses will reveal anything from a poor content quality, UX problems, to choosing a competitor over you.

As a result, you’ll know which leads to focus on and nurture further (for ex. through sending a discount code), and which are a lost cause.

Just think where learning such insights can take not only your marketing but also cross-company strategy.

Tip: Here’s some insider Survicate advice…

If your dormant leads don’t respond to your lead activation survey, follow up shortly with a farewell email. Explain that you’re taking their silence as a sign of lack of interest and that you’re not going to send any more emails.

If your leads decide to stay on your mailing list, they’ll need to opt-in.

Remember lead quality & lead quantity.

And speaking of leads…

#4. Generating new leads (without a content lock!)

Surveys displayed on your website can be used to generate new leads in Mailchimp.

Once a lead visits your website (or specific pages), you can ask them if they’d like to join your newsletter and/or product marketing mailing. For instance, blog readers can be prompted to sign up for your newsletters, whereas pricing page visitors can be offered a Free demo call.

Whatever your needs, data collected via your website is automatically sent to the Mailchimp list of your choice. Easy peasy!

Last, but not least…

#5. Personalize onboarding

Once your leads convert into paying customers, you’ll want to make sure they keep returning.

One reason why people quit is that they don’t feel comfortable using a product (or don’t know how to use it to its full potential).

But to onboard users effectively, you also need to know their level of expertise or how they’ll be using your product, right?

Here’s the solution:

Run a survey as soon as the user registers and ask a couple of questions that will let you personalize their onboarding emails.

This is exactly what we did at Survicate – we asked about our new customers’ goals, their industry, and other tools they use.


Free-to-Use Onboarding Feedback Survey Template

Free plan available. 100 free survey responses included every month!


And guess what? It WORKED.

Over 50% of users responded to our survey, letting us send personalized, automated content to half of our newcomers. You can do the exact same, and create separate onboarding paths that align with your clients’ needs. You can even set a follow-up email after the user finishes onboarding, and offer your help in case anything still remains unanswered.

Coming from a subscription-based company like ourselves – battling churn and miscommunication is likely one of the most important takeaways from using surveys in Mailchimp.

Don’t overlook its potential!


As you can see above, integrating a customer feedback platform with Mailchimp empowers you to advance your marketing strategy significantly.

If you’re curious to see our Mailchimp survey integration in action (spoiler: It’s super easy to set up!) you can try it out on our Free plan!

You can also read more about our MailChimp integration here: Survicate Mailchimp Integration.

Anna Rubkiewicz

Content Specialist @ Survicate. Hopeless animal lover & avid (albeit amateur) singer.

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