Think through your survey carefully. Only include the questions you absolutely must have the answers to—5-10 questions is the sweet spot. One way to do this is to choose a specific survey topic, like a particular event or promotion, and focus on that.
If you tell the recipients how many questions there are, they know what to expect. Adding questions causes the completion rate to drop. By being upfront, you’re reassuring recipients your survey won’t take up too much of their time.
The minute someone reads a question on your survey that causes them to pause, or forces them to re-read it, the less likely they’ll be to finish. Have a co-worker or friend read through your questions to ensure they’re as clear and concise as possible.
Remind your audience you take their opinions seriously. Rolling out a new program based on some feedback you got? Tell your customers and members that it’s a result of their input in your email newsletter or on your organization’s Facebook or Twitter account.
You’ve taken time to build a positive, secure relationship with your customers or members. Include your logo and brand colors on your survey and survey invite so your recipients know right away it’s not a random spam survey—it’s from your organization, the one they know and trust.
Your customers just did you a favor: they took some time and completed your survey. Now you can serve them (and new customers) even better. A heartfelt thank-you page is only right; plus, customers who feel appreciated are more likely to take your next survey!
Gina Watkins is a leading expert on e-marketing for small business – and has a real passion for helping businesses to succeed. Her ongoing series of dynamic lectures are filled with real-world examples, humor and results-driven wisdom garnered from more than two decades of sales, business development and marketing experience. In addition to owning her own business, she is an award-winning direct marketer, has been featured on WUSA Channel 9’s Mind Over Money show, Dr. Gayle Carson’s Women In Business radio show, Morgan State’s Briefcase Radio program, and in numerous other media. In her role as Constant Contact Regional Development Director, she’s presented to more than ten thousand seminar attendees about the keys to success with easy, affordable, highly effective technology tools that grow trusted business relationships.