The Art and Science of Email Survey Invitations

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Almost everyone wants to increase response rates to their email-based customer experience (CX) measurement programs, and the first step taken is usually to shorten the survey. However, this is often an ineffective method of increasing response rates because usually about 90 to 95 percent of respondents who begin a reasonably sized CX survey will complete it. Also, the vast majority of people who abandon a survey usually do so on the first page. Therefore, survey length is not driving most of the abandonments. A much more fruitful place to work on increasing response rates is to examine the survey invitation and the survey invitation process because most non-response is due to people never entering the survey at all.

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