Getting people to respond to surveys can be a challenge. At Merren, we successfully increased our response rate from a mere 0.5% to 17% by implementing a strategic approach to survey design and distribution. Here’s an in-depth look at the methods that contributed to this success.

What is a Survey Response Rate? 

A survey response rate is the number of respondents who complete a survey out of the total number of respondents invited to participate. It’s calculated by dividing the number of completed surveys by the total number of invitations sent, then multiplying by 100 to express it as a percentage. 

General response rates by medium:

These figures are influenced by survey length, question clarity, audience relevance, survey channels used and survey rewards/ incentives.

• Online Surveys: Response rates can vary widely. Some studies report averages around 44.1%, though this can differ based on factors like survey design and target audience.
• Email Surveys: Typically, response rates range between 20% and 30%.
• Telephone Surveys: Response rates have declined over time, with some reports indicating rates as low as 12.7% in recent years.
• Mail Surveys: Historically, these have seen response rates between 10% and 30%, depending on the context and audience engagement.

Strategies to Enhance Survey Response Rates

The reality is that most individuals are reluctant to participate in surveys, especially lengthy and monotonous ones. Traditional email-based surveys often yield open rates below 5%, with completion rates dipping under 0.5%. This means that out of 1,000 survey invitations, only around 50 recipients will open the survey, and a mere 5 will complete it.

By refining our approach, we achieved significantly higher completion rates. Below are the four key strategies that contributed to our success:

1. Implement an omnichannel distribution strategy

Survey engagement varies depending on the communication platform used. If a survey is distributed via email to a busy professional—such as a hairdresser—they are unlikely to engage with it immediately and may forget about it altogether. However, sending the same survey via WhatsApp, Facebook Messenger, or SMS increases the chance of getting a response.

Messenger-based surveys outperform traditional browser-based surveys. It seamlessly integrated into users’ everyday communication channels. WhatsApp messenger, Facebook messenger and sms reduces friction and makes participation simpler.

2. Optimize survey timing for relevance

The timing of a survey influences response rates. Seeking feedback immediately after a customer interaction increases both engagement and data accuracy. There are two primary aspects:

• Mental context: Customers are more likely to respond when their interaction with a brand is still fresh. For example, a post-purchase survey delivered immediately after a transaction will get more responses than surveys sent hours or days later.
• Medium context: Surveys that require respondents to switch between different platforms introduce unnecessary friction. If an email survey redirects users to a separate webpage, dropout rates increase. Instead, use applications such as dynamic email surveys from Merren. It enables users to respond directly within the email interface, improving completion rates.

3. Conversational surveys perform better

Survey respondents prefer an interactive and engaging experience over static, impersonal questionnaires. Adopting a conversational tone can significantly boost participation. Consider the following adjustments:

• Instead of: “Name”
• Use: “Hi there! Could you share your name with us?”
• Instead of: “Age”
• Use: “Great to meet you, [First Name]! May I ask how old you are?”

Framing questions in a conversational manner makes the survey experience feel more natural, leading to improved engagement and higher response rates.

4. Segment questions into manageable sections

Long surveys are often abandoned before completion. To mitigate this, break surveys into digestible segments based on question priority. Categorize questions as follows:

1. Critical Questions: Essential for decision-making and must be included.
   
2. Supportive Questions: Help validate or reinforce critical insights.
   
3. Good-to-Know Questions: Provide additional context but are not essential.
   
4. Non-Essential Questions: Do not significantly contribute to analysis and should be omitted.
   

Focusing on critical and supportive questions while minimizing or eliminating non-essential items results in a more efficient and engaging survey experience. Additionally, offering small incentives or sending follow-up reminders can further boost completion rates.