I don’t know about you, but it seems like every time I buy something or visit somewhere I get hit with a survey. Even when I don’t, services I use ask for my opinion. Amazon sellers are sending 2-3 emails for every product I buy. It’s clogging up my inbox and most of the time, if you’ve merely met my expectations, I don’t really have anything to say.
This overissuance of surveys may be hurting your chamber survey return rates too.
How do you do something about that? How can you get the feedback you need?
Ways to Improve Chamber Survey Return Rates
There are a lot of things that can be done to improve open and return rates, but for me, most of them come down to the subject line. Here are the issues I see most often:
- Demands. My website host has sent two surveys in the past two days with the subject line “We need your feedback.” Well, a lot of people need things from me today and I’m neither obligated to this provider through blood or payment. So they’re not getting what they “need” today. While you want members to know it’s important, you never want to make demands on their time. They don’t owe you anything so your “needs” are irrelevant.
- Not communicating length. If it’s a one-question survey, tell them. People are more apt to answer short surveys so make it clear you literally only need a minute.
- Not sharing the subject. If your survey is about a specific aspect of your programming, tell people in the subject line. The opening part of the message is good too but doesn’t help people who don’t open the email to begin with. For example, if the survey is about your annual carnival, tell them. People may have very specific feelings about that. This is especially true if you’re thinking about getting rid of it and this survey is the only way they can voice their opinion on the subject.
Finally, it’s okay to send the survey more than once but it should never be done in anything less than 36-hour increments and it should never shame people who aren’t answering. Don’t make it sound like they’re not doing their jobs by being remiss on the survey. They are doing you a favor, not the other way around.