Our poll and survey merge tags help you gauge subscribers’ opinions on a topic from within an email campaign. The poll merge tag inserts a question and rating scale, while the survey merge tag inserts a single question with answer options you create.
In this article, you'll learn how to add and customize a simple poll or survey in your email, and how to track and use the results with reports and segments.
Before you start
Here are some things to know before you begin this process.
- Make sure you’re familiar with how merge tags work in Mailchimp.
- Each poll and survey question must have separate open and closing merge tags. If you want more detailed surveys, you can create a survey page in Mailchimp.
- Each poll or survey will record only one response from subscribers, made either by the original recipient or by the recipient of a forwarded email—whoever responds first.
- Responses can’t be submitted from a browser-based email campaign page, such as your email campaign archive.
- For tracking purposes, you should only include one survey question per email.
- Responses to polls and surveys don't count toward your email campaign's click rate.
- Poll and survey merge tags inherit the link style for the section of the email they're in. You can style the survey links individually, but we strongly recommend that you preview and test your email before you send to your subscribers to ensure changes don't interfere with the back-end code.
Add a poll to an email
Add a poll to an email to gauge your subscribers’ opinion on a topic based on a 1-10 rating scale. You’ll use the *|POLL:RATING:x|* and *|END:POLL|* merge tags to open and close your poll.
To add a poll to an email campaign, follow these steps.
- In the Content section of the Email Builder, click Edit Design.
- In your layout, click within the text content block where you want to add the poll.
- Type or paste the poll merge tags into the editor, using the following syntax:
*|POLL:RATING:x|* Type or paste your poll question text here. *|END:POLL|*
The x value in the merge tag determines the orientation of the poll in your email and can be either H for horizontal or V for vertical. You can add as many poll merge tags in a single email campaign as you want. Just be sure to close each *|POLL:RATING:x|* tag with a corresponding *|END:POLL|* tag to keep the responses separate.
- Click Save & Close.
If you’ve already set up the rest of your email as you’d like, click Continue, Send, and then Send Now to send your poll to subscribers.
When a subscriber receives the email containing your poll, the merge tags populate into a clickable rating scale. For example, here’s what you’ll see in the email builder.
Here's what your subscribers will see.
After a subscriber clicks a response, they’ll be redirected to your survey landing page. If your email contains multiple polls, subscribers will need to return to the email to answer the next question.
The lowest and highest labels in the simple poll can't be changed or translated. To have more control over the language, consider using a survey merge tag.
Add a survey to an email
Use the *|SURVEY|* merge tag to ask your subscribers a single question with a set number of responses they can choose from. While survey responses appear in the results page, survey questions don't. We recommend limiting survey to one question. If you want to ask multiple questions, we recommend our hosted survey feature.
To add a simple survey to an email, follow these steps.
- In the Content section of the email builder, click Edit Design.
- In your layout, click within the text content block where you want to add the survey.
- Type or paste your survey question into the editor.
- After the survey question, type or paste the *|SURVEY:|* merge tag into the editor. Type the survey response you want after the colon, and use a separate *|SURVEY:|* merge tag for each response. Be sure each survey response is unique.
On average, how many plants do you keep inside your home? *|SURVEY: None|* *|SURVEY: 1–3|* *|SURVEY: 4–6|* *|SURVEY: Too many to count|*
A survey response can be as long as you want, but the text will cut short at 255 characters when viewed in the reports.
- Click Save & Close.
If you’ve already set up the rest of your email as you’d like, click Continue, Send, and then Send Now to send your survey to subscribers.
When a subscriber receives the email containing your survey, the merge tags populate into a clickable responses. For example, here’s what you’ll see in the email builder.
Here is what your subscribers will see.
After a subscriber clicks a response, they’ll be redirected to your survey landing page. Subscribers can only provide one survey response.
Customize your survey landing page
Like other forms and response emails, the survey landing page is customizable. You can view or edit the survey landing page from your audience's Form Builder.
To customize your survey landing page, follow these steps.
- Click Audience, then click Signup forms.
- Select Form builder.
- If you have more than one audience, click the Current audience drop-down and choose the one you want to work with.
- From the Forms and response emails drop-down menu, select Survey landing page.
- Click the Build it, Design it, or Translate it tabs to edit your survey landing page as needed.
The *|SURVEY_VOTE_RESPONSE|* merge tag populates the "Thanks for voting" message after a subscriber casts their vote. If a subscriber attempts to vote more than once, this tag populates the "Sorry, you can only vote once per poll" message. The wording of these messages can be edited from the Translate it tab.
Survey landing pages are pages we create for you by default, and are different from landing page campaigns.
View and assess results
When contacts start to answer your poll or survey, we'll store captured responses in the campaign report.
To view the results of your poll or survey, follow these steps.
- Click Analytics, then click Reports.
- Click View Report for the email campaign you want to work with.
- Click the Analytics360 tab.
- Scroll down to the Poll results section.
Under Poll results, we'll show you how people respond to your poll or survey. Here's a breakdown of what you'll see.
- Votes cast
The total number of responses recipients have submitted.
- Pending votes
The number of recipients who haven't yet responded.
- Last vote cast
The day and time of the most recent response.
- Option column
Available responses to your poll or survey. Click each response to see which subscribers chose it.
- Votes column
The number of recipients who chose the associated option.
- Percentage column
The percentage of respondents who chose the associated option.
- Last vote
The day and time of the most recent response with the associated option.
Poll and survey results are based on a single response from each recipient. Responses from forwarded emails are recorded for the original recipient. If the original recipient responds to the poll or survey first, then forwarded responses won’t be recorded. Similarly, if a forwarded recipient responds to a poll or survey first, the original recipient’s response won’t be recorded.
Responses to polls and surveys don’t count toward your email campaign’s click rate.
Create a segment based on the results
After your subscribers begin to complete your poll or survey, you can use the Poll/Survey Activity condition to create segments based on the results. For example, you might want to segment only the people who answered a certain way, or who haven’t yet responded.