Simply sending out customer survey requests is often not enough. Especially if they are not being answered by your customers! So how do you make sure that you don’t waste money and time investing in feedback requests that nobody answers? Optimize the power of follow-ups! Don’t make the mistake of just sending one email and giving up if your customers don’t show interest outright.
Continue reading to find out how to use follow-ups to increase your survey participation rates:
1. Why do survey requests fail?
There are many reasons why a survey request might fail. First of all, many customers have grown accustomed to receiving too many survey requests from companies. Therefore, they often neglect them and don’t even open them, let alone click on the link to the survey.
A second possible reason is that your email subject line is not good enough. It is important to use a short subject line, which also sounds interesting and catchy. Often the subject line is your only chance to get a customer to even open your email, so use it wisely.
2. How to send good follow-ups?
If a customer doesn’t fill in your initial survey request, don’t give up! Sending a good follow-up can increase your response rates dramatically. To do so, make sure that your follow-up is short and concise. Don’t waste your customer’s time with unnecessary frills, but simply get to the point.
Secondly, create a catchy but clear subject line, as it could be your only chance to convince your customers to open your email! If you want to increase your participation rates, use a subject line which conveys urgency and relevance, while stirring your customer’s curiosity at the same time.
Thirdly, introduce an incentive. Your customers don’t owe you their time and have plenty of other things they could possibly be doing instead of filling in your survey. Therefore, give them an incentive, which will motivate them to give you feedback! Examples include a discount or free shipping for their next order.
Furthermore, another way to increase your survey participation rates is to show your customers how much you value their opinions and feedback. Customers are much more likely to respond to you if they feel like their feedback matters and will ultimately improve their customer experience.
Finally, make sure that the design of your survey is on point. Some important points to remember include:
- Don’t make your survey too long, as this increases the chances that your customers will drop out
- Think about the format of your questions (multiple choice, open-ended, etc.)
- Always include an introduction, where you tell your respondents who you are and what your goal with this survey is
- Don’t send the same survey to all your customers, but rather target your various customer segments with questions specific to their circumstances
3. What to do once you have received your survey responses?
By following the tips outlined above, you have undoubtedly increased your participation rates! What to do now? After compiling and analyzing your data, make sure to provide your customers with updates. Thank them for their help and assure them that their concerns will be solved quickly. Follow this by sending them the incentive you promised in the beginning (a discount or free shipping). Finally, make sure that you actually fix the issue so that it won’t be a problem for other customers as well. This final step is crucial, because, otherwise, your customers might perceive you as “all talk and no action”. By following through you will also encourage your customers to participate in any other future surveys.