Your audience has opinions about your content, your products, and what they want next. This playbook collects that feedback at scale through DMs, using surveys, multi-choice questions, and open-ended reply flows, and saves the answers where you can act on them.

A campaign or scenario that sends a short survey or feedback request to a targeted segment. Responses save to contact properties, and contacts route to different follow-ups based on what they answered.

Pick the tool that fits your goal:

See Ask a Question & Wait for Reply for the question actions, and Conversion Actions: Links, Payments, Bookings & Surveys for surveys.

1. Create the survey first. Go to Automation → Surveys → Create new survey. Add your questions (single choice, multiple choice, open text, rating) and, for each, set which contact property to save the answer to. That's what makes surveys powerful for your CRM: answers land on the profile.

2. Build the campaign or scenario. For a one-off push, go to Campaigns → + New campaign. For ongoing collection (say, after a purchase), use a scenario. Target a relevant segment: customers for product feedback, recently engaged contacts for content feedback.

3. Send a warm-up message. Add a Send message that says why you're asking: "Hey {{contact.first_name}}! I'm always trying to improve, and your take genuinely helps. Three quick questions, about 60 seconds."

4. Send the survey. Add a Send a survey action and pick your survey. It branches on When the survey is filled (continue) and If the survey hasn't been filled in time (send one nudge after a day or two).

5. Respond based on the answers. After completion, add a Scenario condition that checks a property the survey set. For example, branch on a "Satisfaction" value: route very happy contacts to a testimonial request, unhappy ones to a personal follow-up, neutral ones to a "how can we improve?" message.

For something lighter, skip the survey and use an Ask a question action directly. Write the question and add 2 to 3 buttons:

On each branch, send a short acknowledgement and add an Update contact property action to save the answer (for example a "Content preference" property), so it's usable in future segmentation.

For testimonials, use a Wait for reply action after a short opener: "Hey {{contact.first_name}}, I'd love to feature some community feedback. Would you share your experience in 2 to 3 sentences?" Set a 3-to-5-day timeout. When they reply, their message lands in your inbox to respond to, save, or feature.

For a UGC challenge, invite people to submit ("Share a photo using our product and DM me the link"), catch the submission with Wait for reply, and file participants in a "Challenge entries" folder for winner selection.

Post-purchase feedback. Trigger a survey 3 to 5 days after a contact joins your "Customers" folder, using the A contact is added to a folder trigger. Long enough that they've used the product, fresh enough to remember.

Segmentation surveys. Ask 2 to 3 questions about where a contact is in their journey, save the answers to properties, then target campaigns off them.

DM surveys tend to complete better than email surveys because the channel is more personal. A warm audience commonly finishes 25 to 45 percent of surveys from message to done; lighter multi-choice questions see 35 to 60 percent engagement. The quality of your data depends on question design, so specific single-topic questions beat broad open prompts.

With answers saved to properties, you're set for targeted follow-up. See Segmentation & Filters: Build Smart Audiences to build segments from survey responses, or Re-engagement Campaigns for Cold Leads to reach contacts who got the survey but didn't respond.