Question

Topic: Customer Behavior

Response Rates Of Surveys Inserted In Shipments

Posted by lisa.kubis on 7/31/2007 at 6:08 PM ET 125 Points
We are a food gift company and are planning to insert short surveys into our products as they are shipped. These will be multiple choice questions and will take the recipient no longer than 5 minutes to complete. We may include an incentive of $5 off their next order.

What type of response rate can we expect?

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RESPONSES

  • Posted on 7/31/2007 at 9:06 PM Accepted
    Hi Lisa -

    I agree with BARQ - I would try to go with an email survey instead of a snail mail, in this case. Your response time will probably be a lot faster, and it will place less of a burden on customers to respond via email.

    You may want to rethink the incentive - will $5 off the next offer truly be of value? Do you customers tend to repeat often enough? If not, you may want to offer $$ off their current offer instead.

    Good luck!

    Joy
  • Posted by Jay Hamilton-Roth on 8/1/2007 at 8:51 PM Accepted
    $5 off a $100 item, won't create a "call to action". Make it a BIG prize (as suggested) such as "the winner of a random drawing of everyone completing the form gets a $100 gift certificate (or more, depending on your average sale price).

    And also as mentioned, make sure that whatever data you do collect is meaningful, measurable, and will be acted upon.

    Definitely you want to collect contact information.
  • Posted by lisa.kubis on 8/6/2007 at 11:13 AM Author
    Thanks for the input of all. In most cases, I would agree that we should direct customers to the web to take the survey, put we have an older customer base. 30% of our customers are over the age of 75 and we still receive approximately 40% of our orders via the mail. Our web % is only about 15% as many of our customers do not have a computer or use the internet.

    I agree that $5 off would probably not be a great incentive - maybe we will go with the drawings for gift certificates instead.

    We are hoping we get a 2-4% response rate.
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