Email remains a primary communication channel for many businesses with customers and prospects, and it's widely used for distributing surveys. However, in a world inundated with countless emails daily, capturing a respondent's attention and leading them to actual survey participation is no easy feat. A well-written survey request email, especially one with an attractive subject line and persuasive body content, can be the key to dramatically increasing response rates.
1. Email Subject Line Strategies: Determining the First Impression
The email subject line is the first gateway that determines whether a respondent will open the email, ignore it, or mark it as spam. In fact, about 47% of recipients decide whether to open an email based on the subject line alone, and 69% judge whether to report it as spam based on the subject line. Therefore, the subject line of a survey request email should be carefully crafted considering the following strategies:
- Personalization: Including the recipient's name in the subject line can give a more human and friendly feel, increasing open rates.
- Example: "[Name], we'd love for you to take a moment to participate in the OOO Service Satisfaction Survey!"
- Clarity & Conciseness: Clearly state that it's a survey request email and convey the core message briefly and concisely. It's generally good to write within 10 words, or 40-50 characters.
- Example: "OOO New Product Ideas, We Want to Hear Your Thoughts!"
- Value Proposition / Incentive: Emphasize the value respondents can gain from participating in the survey (e.g., contributing to service improvement) or clearly mention any incentives to motivate participation.
- Example: "Your Valuable Opinion Helps OOO Improve (Coffee Coupon Offered)"
- Question Format: A question-style subject line that piques interest and stimulates the respondent's thoughts can also be effective.
- Example: "OOO Service, What Were You Most Satisfied With?"
- Urgency (Optional): Announcing an impending survey deadline or mentioning first-come, first-served benefits can induce immediate action. However, overuse can diminish its effectiveness.
- Example: "Deadline Approaching! Participate in the OOO Survey and Get a Special Discount."
- Spam Filter Avoidance: Avoid words that are likely to be caught by spam filters, such as "free," "gift," "100% win," or excessive use of special characters and capital letters.
- Use of Emojis (Appropriate Use): Appropriate use of emojis can attract attention and add a friendly touch, but they should be used cautiously, aligning with the target audience and brand image.
- Example: "Let Us Hear Your Voice 🎤 Participate in the OOO Satisfaction Survey"
Collection of Good Email Subject Line Examples:
- "[Name], We Kindly Request Your Valuable Opinion on Your OOO Service Experience."
- "One Step Towards a Better OOO: Participate in Our Customer Satisfaction Survey (5 min)"
- "OOO New Product, What Feature Are You Most Excited About? (Gift Certificate Draw)"
- "Seeking Honest Feedback! Please Leave a Review of Your OOO Experience."
- "Your 5 Minutes Can Change OOO's Future! (Participate & Get a Discount Coupon)"
2. Persuasive Body Content That Drives Participation
If an attractive subject line gets the email opened, persuasive body content must now lead to actual survey participation.
- Clear Sender Information: The sender's name and address should use the official company name or department name to build trust with the respondent.
- Personalized Greeting: Start with a friendly greeting that includes the recipient's name, such as "Hello, [Customer Name]."
- Clearly Explain Survey Purpose & Importance: Specifically explain why this survey is being conducted, why the respondent's opinion is important, and how the collected information will be used to provide a reason for participation.
- Example: "At OOO, we are listening to our customers' valuable opinions to provide even more satisfactory services. Your honest evaluation through this survey will be an important foundation for future product improvements and new service development."
- Accurately State Estimated Time Commitment: Specify a realistic estimated time, such as "It will take approximately 5 minutes," to reduce the respondent's burden.47 If possible, also inform them if the survey can be saved and resumed later.
- Promise Anonymity & Data Privacy: Assure them that their data will be secure with statements like, "All your responses will be treated with strict anonymity, and the collected information will be used solely for statistical analysis purposes."
- Detailed Incentive Information (If Applicable): If offering an incentive, specify what (e.g., Starbucks gift card worth KRW 10,000), when (e.g., immediately upon survey completion or after a draw on Month Day), and how (e.g., email or text message delivery). It's good to place the incentive information prominently at the top of the email.
- Clear and Strong CTA (Call-to-Action) Button/Link: Place a button or link with clear, action-inducing text like "Participate in Survey Now," "Send My Opinion," or "Invest 5 Minutes and Get Benefits" in a highly visible location so respondents can easily navigate to the survey.
- Specify Survey Deadline: State the deadline, such as "This survey is open for participation until Month Day," to encourage responses and create urgency.
- Promise to Share Results (If Possible): If you plan to share a summary of the survey results, mentioning this can increase respondent motivation.
- Mobile Optimization: Since many people check emails on mobile devices, both the email content and the survey page should be designed to display well in a mobile environment.
- Closing with Gratitude: Finally, express gratitude for their participation once more and provide contact information for any inquiries.
3. Importance of Timing:
The timing of email dispatch is also important, depending on the survey content and purpose. For example, a product purchase satisfaction survey might be effective if sent within 24-48 hours of product receipt, while a customer service satisfaction survey might be best sent immediately after the consultation ends.
In conclusion, a survey request email is not merely a means of delivering a survey link but a sophisticated communication process for building relationships with respondents and obtaining their valuable opinions. An email with an attractive subject line, persuasive body content, and thoughtful consideration will surely be rewarded with higher response rates.