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What It Is

Live Polling embeds interactive survey elements directly within email Content. When a customer opens the email, they see a question with clickable options. Their response is captured in real time and immediately enriches their profile for all future personalisation. Unlike external survey links (which achieve 2–5% response rates), Live Polling is frictionless — one click within the email itself, no redirect, no form to fill. Response rates typically reach 15–30%.

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Key Challenges Addressed

This Use Case addresses 8 Key Challenges across 4 categories:
CategoryChallenges addressed
New Data UsageIntent qualification, preference collection, proprietary scoring
Data QualificationDatabase qualification
Base EngagementLeveraging NPS, extend CRM consents
Loyalty ProgrammeEngagement via challenges

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Required Datasources

DatasourceFields usedRole
CRM 360Existing profile attributes, data gapsIdentify what to ask
Workflow EventsPrevious poll responses, interaction historyAvoid re-asking, build progressive profile
Product ReviewsReview sentiment, product satisfactionContextualise NPS questions

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Required Capabilities

CapabilityRole in this Use Case
Live PollingCore mechanic — interactive survey within email
Feedback CollectionStructured NPS and satisfaction data capture

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Example Implementation

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Workflow Logic

Data Node: CRM 360 → retrieve known_preferences, profile_completeness
Data Node: Workflow Events → retrieve previous_poll_responses

Logic Node (Branch):
  IF profile_completeness < 40%
    → Output Node: "Quick question — what's your style?" [3 visual options]
  ELSE IF last_purchase_category = "shoes" AND shoe_size = null
    → Output Node: "What's your shoe size?" [size options]
  ELSE IF days_since_last_purchase > 45 AND satisfaction_score = null
    → Output Node: "How was your last order?" [5-star rating]
  ELSE IF preferred_channel = null
    → Output Node: "Where do you prefer to shop?" [Online / In-store / App]

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What the Customer Sees

A visual, one-click survey embedded directly in the email:
  • Style preference: 3 lifestyle images to choose from (casual, elegant, sporty)
  • Product preference: “Which category interests you most?” with clickable icons
  • Satisfaction: “Rate your last experience” with visual star rating
  • Channel preference: “Where do you prefer to shop?” with location/device icons
Each response is captured immediately and updates the customer profile for all future Workflows.

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Progressive Profiling Strategy

InteractionData collectedImpact on personalisation
Poll 1 (week 1)Style preferenceRecommendation engine uses style filter
Poll 2 (week 3)Size informationProduct recommendations filtered by size
Poll 3 (week 6)Shopping channelCommunication channel priority adjusted
Poll 4 (week 10)Category interestCross-sell recommendations enabled

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Measuring Incremental Value

MetricHow to measure
Response rate% of openers who click a poll option
Profile enrichmentData completeness improvement over time
Downstream conversionCTR/CVR improvement on personalised Content after profiling
Recommendation accuracyClick rate on recommendations before vs after poll data integration