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Boosting online survey response rates

Posted by Michael Bloch in web marketing (Tuesday February 16, 2010 )

In a world where folks are getting suspect of clicking on links in emails; merchants sending out survey requests can have a bit of an uphill battle; particularly when they utilize third party survey services.

Here’s an example request I received today, butchered a bit to mask the parties involved:

Dear Valued Customer,

We recently sent you an e-mail inviting you to participate in a brief on-line survey about your recent experience with X . If you have not yet completed the survey, we want to let you know it is not too late to participate.

X has asked Y, a customer satisfaction research company to help conduct a survey regarding your experience. To help ensure we are providing the best possible experience, we ask that you provide us with your feedback in this brief survey. It should take no more than 5 minutes to complete.

Your survey responses will be combined with those from other customers and used only by X internal operations. These results will not be used for sales purposes.

To complete the survey, please click on the web address below by 23/02/2010 . If that does not work, copy and paste the entire web address into the address field of your browser.


We look forward to your feedback.

So, the company I dealt with wants me to provide details to another company I may have never heard of via what looks to be a dodgy URL and furthermore, the company I dealt with didn’t even send me the message? Sounds phishy to me – but it wasn’t. And this wasn’t just a small ma and pa business sending this, it was on behalf of a huge company.

If you’re going to engage in using third party surveying platforms, I suggest a) make the emails requesting participation come from your domain and b) link to a page on your site either explaining the association that you have with the surveying company as it will look more legitimate or c) try to pull the survey into your own site using an iframe.

Pick up more tips on running online surveys, survey software and services.


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