HOW TO ENCOURAGE SURVEY PARTICIPATION
Find below some of the best strategies, tactics, tips and examples to make your customers fill out a survey or get someone to complete your survey.
Written by Mau, a Senior Survey Specialist at eDigital.
HOW TO MAKE CUSTOMERS ANSWER A SURVEY
You are not alone!
Our best virtual assistants have discovered survey respondents will help you if there is a tangible benefit for them.
You get many customer service surveys trying to get feedback from you or branding surveys trying to measure brand awareness, recognition and recall of their brand so companies can hit their marketing objectives.
Running a successful survey s is a great way to increase brand preference and trust which ultimately will boost your business leads, sales, profits and brand equity.
Before you get my tips on how to design and craft a successful survey to get the best response rate, let’s exactly talk about that…what the expected response rate should be.
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WHAT’S A GOOD SURVEY RESPONSE RATE?
People’s responses to surveys are different depending on the relationship they have with the survey organiser. Below is a list of the different people you could survey. The lower you go in the list the higher the expected survey intake. Why? Because they are more likely to contribute to your survey.
- People who have no idea about your category
- People who know about your category but are not aware of your brand
- People who are aware of your brand but have not used your product/service
- People who have bought your brand
- Loyal customers
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CASE STUDY – ADMA’s SKILL CENSUS
Back in 2020, ADMA (Association of Data-driven Marketing & Advertising) and B&T (Australia’s Marketing Mag & Online publisher) run the ADMA’s Professional Skill Census. The email invitation to fill out the survey was sent to B&T’s database of more than 35,000 marketing and communications professionals as well as ADMA’s own extensive database (the exact number was not disclosed).
Out of this 35k, only 727 individuals completed the survey.
This meant a theoretical success rate of 2%.
As ADMA’s total database size was not revealed, it is likely the survey was just completed by approx 1% of the people who receive the survey invitation.
And I like to mention this case study as the above survey organisers are people who know about marketing and running surveys.
So would this be a benchmark you can use?
I mean, should you aim for getting 1% of people to respond to your survey?
I believe if you get a 5%+ response rate you doing a fantastic job!
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HOW TO GET POTENTIAL CUSTOMERS TO TAKE A SURVEY
MAKE SURVEY RESPONDENTS FEEL EXCLUSIVE AND SPECIAL
SURVEY INCENTIVE 1: REWARD THEM WITH A NICE GIFT CARD
A quick question for you: Is your marketing generating sales and profit for your business?
You can start a successful marketing strategy with clear and defined objectives that will make you grow your business.
In fact, a well-crafted marketing strategy will:
✔︎ Free up valuable time for you
✔︎ Make you produce far less but better quality marketing campaigns content
✔︎ It will increase sales, profit and brand equity
If you believe you have a creative, passionate and curious mind and you are seriously ready to grow your business, I invite you to craft a successful marketing strategy today!
I guarantee you will never go back to the same old way you were doing marketing. ?
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HOW TO GET SOMEONE TO FILL OUT A BORING SURVEY
A great tactic to get people to fill out a boring survey is to give them the chance to have a quote from them published or featured within the survey results and or related content. See the example below from Brandwatch…
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USE POSITIVE WORDS
Great copywriting becomes very important when inviting people to complete a non-incentivised survey. See below how Google use the words:
- your perspective
- unique opportunity
- help us deliver the information you want, the way you want it
- candid feedback
- better serve your needs
- greatly appreciate it
Make your survey invitation sounds nice, easy, important and secure for respondents.
HOW TO ASK YOUR LOYAL CUSTOMERS TO COMPLETE A SURVEY
- Offer a fantastic discount for their next purchase with your brand. A 5-10% off will not work.
- Offer recognition. Survey respondents’ opinions should be recognised especially when being quoted in a featured report.
- Offer exclusive free access to survey results.
- Offer first access to survey results. Yes, survey respondents should be given first access to survey results.
HOW TO INCREASE YOUR SURVEY RESPONSE RATE
- Make your survey short, fun and easy to complete.
- Make your survey a discovery tool for people to find out more about their personality, health, sex life, or hidden interest.
- Offer a sweet and wonderful gift exclusive to the survey’s respondents.
- Offer an exclusive money-cannot-buy experience to people who successfully completed your survey.
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Final note: Want to reduce customer acquisition costs and dependency on paid media? eDigital‘s marketing strategy training will unmercifully uncover what your marketing sucks at and show you how to build a marketing engine with channels and assets you fully own. The training will stir up lots of thinking and bring new ideas to activate new paths to conversion and boost CLTV effectively.
HOW TO ENCOURAGE SURVEY PARTICIPATION
Mau helps some of Australia’s ASX 200 companies lower customer acquisition costs and dependency on paid media. Mau is one of the most popular marketing consultants offering strategy sessions & workshops. Mau‘s premium Digital Marketing Plan & Social Media Plan templates are used by thousands of marketers