Know-How Exchange : Strategy

Absolutely. Just don't forget to ask some other questions like:

1) Do you prefer surveys via e-mail or snail mail
2) How long do you think an e-mail should be?


These things will help you gain information even from non-responders.

Michael

Hi MissyV -

I agree with Michael - it is perfectly appropriate and is, in fact, a best practices approach in marketing research. You may want to try a multi-modal approach. If your survey was by snail mail or email, for example, you can follow up with a reminder by phone. This should help you to boost your response rate.

Good luck,
Joy

Yes it is, mainly because any lead should be followed up, why not send them another survey asking them why they didn't answer the first one either with or without an incentive, this way you can target your market with greater accuracy giving you a larger return rate. After all, it might just be the fact that their email address is now obsolete, who knows, the main fact is you have nothing to loose, just remember that you should give them the option to opt out though.

For help, the home improvement market makes more sales on secondary call ups than the first, mainly due to the fact that the price is lowered. As for a return, we look for 1% return on a complete campaign, but this can depend on the market and the quality of the data.

Good luck