Getting a high response rate is important - if you’re going to invest resources into improving your products and services you want to be sure the changes you make are based on the majority opinion of your customers. But first of all - what is a good response rate? In the B2B business, you should aim for a response rate of 60% - that might seem very high but it is achievable! (For B2C we advise you to aim for 25-30% response rate.) After sending your first survey invitations, it would be very surprising to have a response rate of 60% already. So how do you go about getting there?

Send a reminder email

In our experience, sending a reminder email a week after your initial invitation email will increase your response rate by 50% - so if your response rate from the initial invitation was 25%, sending a reminder should bump it up to 37.5%. Keep in mind though that this is only true for one reminder email - any additional reminders have the potential to annoy your customer and/or correlate with more negative scores. In point 4 below we'll discuss engaging your customers in alternative ways.

If you use Manual Campaigns, sending a reminder email can be done in the exact same way as the initial email, except that you should choose the Campaign Type 'Reminder'. With Automated campaigns, make sure the reminder email is checked as a delivery method and set up before the launch of your campaign so it can be automatically sent out to those customers who have not responded.

Check what happens to your emails

In the Data Transport report you can see how many emails are sent successfully, how many have been opened by your customers and how many have clicked on the survey link:

If you have a low response rate, chances are most of your potential survey responses are getting stuck in a bottle neck somewhere:

  • A lot of Bounces, Errors, Duplicates and Spam means you need to clean up your data
  • If a lot of your customers are not even opening your email, consider revising your subject line (you also need to increase engagement, see point 3)
  • If your customers are opening your email but not clicking on the survey link, you should optimize your email template
  • If a lot of your customers are opening the survey but not completing it, it's probably too long

You can also see the  stats for an individual campaign in the Delivery Manager, or for an individual data upload by drilling down from the Upload List under Import Data.

Find out more about the Data Transport reportBest practice for invitation emails, and Optimal surveying: Our standard questions.

Are your customers engaged?

If you don't have much of a relationship with your customers, a low response rate is to be expected. And sending them survey after survey will only annoy them if they don't believe their feedback will actually matter.

So how do you engage your customers and convince them that you will listen to their feedback and implement changes based on it? We advise you to notify your customers ahead of sending the survey invitation, and to thank them afterwards.

You can use Manual Campaigns to send an Introduction email, or you can call your customer ahead of time. A good method is to schedule a review meeting with your customer, and tell them in advance that you will be discussing their survey responses during that meeting. That will give your customer a direct reason to complete the survey when they subsequently receive the invitation.

After receiving responses to your survey, it's only polite to thank your respondents - you can use a General Campaign under Manual Campaigns to send a Thank You email to all survey respondents. You should describe what you've learned from their survey responses and what actions you plan to undertake based on the results. And why stop at those customers that responded? Send this communication to non-respondents as well, so that next time you send a survey invitation they will be more likely to respond.

Go to Step 8: Advanced Reporting and response sharing