How to improve your survey invitation email

by | Jun 15, 2020 | Research world

A survey invitation email has the benefit of reaching a wide list of contacts with one click. The success of this communication depends on how many recipients click on the survey invitation.

According to recent studies, the average response rate to survey email invitations is about 10-15% of the total. So it’s important to spend more time on email design to increase this percentage.

We compiled a list of useful tips to improve your mailing strategy. By following these simple rules you’ll create effective invitations and you’ll get better results!

The invitation has a crucial role in persuading respondents to complete the questionnaire improving your response rate.

Tips to send a convincing survey invitation email

1. Prevent cancellation. It’s quite common for respondents to delete the email or move it to the spam folder if they don’t expect any communication from you.
Tip: focus on the “subject” and “from” fields.

2. Email subject. The email subject lines are the first thing respondents will read so it’s important to focus on them. Avoid generic subjects. The sender’s name has to be recognizable and trustworthy.
Tip: write a short subject line (35 characters or less) that can be interesting for your reader but it also has to go straight to the point.

3. The design. A captivating design will give the impression of professionalism to the respondents who open the email. For this reason the template must be responsive.
Tip: it’s good to have a couple of design options so you can compare them and choose the best solution.

4. Customization. If possible, use autocomplete text to include the recipient’s information in your email.
Tip: “Dear Mr. Smith” sounds better than “Dear Sir.”.

5. Urgency. It’s rare that recipients decide to complete the interview as soon as they receive the email. By setting a (real or not) deadline is the best way to guarantee the actual completion. It’s what you call “urgency”.
Tip: use terms like “now”, “just for today” or any other thing that can avoid postponements.

6. Be honest about survey time. Saying “This survey will last 5 minutes” when sending a survey invitation will lead you to a wider engagement because participants will be able to organize their time.
Tip: the time you specify in the invitation must be accurate! Avoid long surveys (more than 20 minutes) and be honest.

7. After the first email. Sending the questionnaire invitation shouldn’t be the last step of your communicative strategy. It’s important to send reminders to guarantee a higher rate of response.
Tip: don’t be afraid to over-send or be insistent. People receive a lot of emails every day so you have to be sure that your communication didn’t get lost.

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