Marketing Manager (contract) at Nuance
09 April 2009 15:40pm
I need to set expectations about average UK response rates to on-line surveys, delivered via email to customers with a prize draw incentive - does anyone have some results or stats they can share, I can only find US statistics / reports. Thanks.
Technical Project Manager (MBA, MBCS, CITP, CEng) at Naxtech.com
09 April 2009 22:20pm
Best one I've ever seen is 10% but realistically I'd say expect around 0.1%. Results can vary greatly actually depending on the sector, and sender. ie. if sender has a regular communication and relationship with the recipients.
Director of Research and Education at Econsultancy
10 April 2009 14:07pm
You might have already found these by now, but there's some stats and info from the following that might be of use:
There's some interesting data in there, although I'm not certain if it'll all be relevant. Additionally, you might find some info in Virtual Survey's white-papers. A lot of other companies - especially tech suppliers - also have internal reports and research.
Finally,there's an short article from bizreport that might be an interesting read.
E-Business Consultant at Dan Barker
14 April 2009 17:57pm
To be totally honest, it depends on:
UK vs US will make far less of a difference than those.
Research Director/Head of Web research at SPA
16 April 2009 11:55am
My experience across many email surveys in the UK has shown that we typically get anywhere between 0.5% and 10% but this really depends on how engaged the database is with the company concerned, the incentive offered and how short/engaging the survey is. We typically ask our clients for sample based on a 25:1 completion ratio so 4% as an average.
A few good practice rules to follow:
- An email survey should take an absolute maximum of 15 mins to complete but ideally less than 10 and you have to state how long the survey will take to complete upfront
- Any survey incentive should have the widest level of appeal. A cash prize draw or vouchers from somewhere like voucherexpress work well. I'd say £500 minimum.
- Avoid repetitive question formats and ideally use some survey software with interactive question formats, eg drag & drop rather than grid questions
Co-Founder at True North Technologies
23 January 2010 13:32pm
We've found anywhere between 3-15% for short (max 2 pages) surveys.
We've also noticed noticed a difference in response rates depending on the regions. This has been when conducting the same survey (with translated questions in some cases) in the UK, US, Brazil, Australia, Sweden, Finland, Germany, South Africa, and Singapore.
ceo at Sapience Infosolutions
25 January 2010 06:33am
Materials goods: This works great when trying to get feedback from strangers or does not have a vested interest in the information you are gathering. Material goods can be in the form of a chance to win something like a Palm Pilot or other high tech gear, a free T-Shirt or coffee mug, etc. Obviously the material reward you provide should be valuable to your respondents if your goal is to get them to take your survey
Founder at Customer Thermometer
18 January 2011 11:34am
It might be worth considering using a service like the new one from Customer Thermometer, where you ask just one question and the customer can respond by clicking a single button directly from the email they receive.
Response rates are typically much higher than traditional online surveys - which also run the risk of being abandoned by customers who want to give feedback but who don't have time to answer many questions. As Seth Godin said in his blog post about getting online surveys right, getting the answers to a few questions is better than getting no responses at all.
Certainly this route respects your customers' time. One of our customers recently commented they had doubled their response rate using Customer Thermometer versus traditional online survey software.
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