Have you noticed how often you’re being asked to participate in surveys? Last Saturday, I made three stops in quick succession – Loblaws, Canadian Tire and MacDonalds. At each one, my receipt contained a request to take part in a follow up survey. Everyone wants my opinion…politicians, my bank, my dog’s vet. Where does it end?
Given the survey onslaught how do you insure that your survey rises above the din? There are two key elements that can have a huge impact – Subject lines and the Wording of your Invitation.
Survey Subject Lines
Here are four key tips for your subject lines
1. Keep it short – I recommend 50 characters or less
2. Set expectations - Answer one or both of these questions with your subject line: why should I bother and how much time?
3. Engage emotions – Can your subject line tap into the emotions e.g. an individual’s desire to influence or to help?
4. Test continuously – Consider testing at least two alternative subject lines
For more information on survey subject lines have a look at this blog post.
The Wording of the Invitation
Here are four tips that relate specifically to the wording of the invitation
1. Emphasize the benefits of taking your survey - You need to answer the question…”what’s in it for me”?
2. Guarantee confidentiality – Respondents want to be reassured that their responses will be confidential and only shown in an aggregated format.
3. Completion date – I think that it’s a good idea to include the date when you expect to close the fieldwork on the survey.
4. Incentive if applicable – The invitation also includes information on the incentive e.g. a draw.
For more information on the wording of your survey invitation have a look at this blog post.
Follow this advice and you will rise above the fray.