How can I improve my response rate?
Interested in improving your open and response rates? In this FAQ, we’ll cover some best practices for increasing your survey engagement.
Adjust your sample
As much as possible, try to focus on active, recent customers for amplifying your response rate. Recently active customers (ex. with recent transactions, visits to your SaaS app, etc.) will be more likely to respond and can help provide more actionable qualitative feedback about their recent experience.
Totally fine to survey less active customers as well, but it may be worth including a property for that segment to differentiate their feedback.
For example, including a column header of “Activity” and then the value associated with each person, such as:
- Active Within Last 1-2 Months
- Active Within Last 2-6 Months
- Active Within Last 6-12 Months
- Active 12+ Months
This approach will help you identify if response rates are low overall, or only for less active customers (in which case you can simply increase their sample size for more feedback or, alternatively, focus more specifically on active customers).
Subject Line and A/B Testing
A key to improving response rates is to also amplify the underlying open rates. One of the best ways to do this is to tweak the subject line. You can adjust the subject line via Survey People-> Gear Icon-> Customize Appearance-> Email Customization. To save you the time, here's a quick link.
We've found that mentioning your brand and the time investment can be helpful for ensuring the survey is a bit more appealing to open (as opposed to a survey with unknown length). For example:
Take our quick 30-second Delighted survey
You can use Delighted's special property of Delighted Email Subject to dynamically update the subject line on a person-by-person basis. This is a great way to A/B test response rates for different subject lines, isolating the phrasing that works best for your customers (similar to how you filter properties currently via the sidebar). More information can be found via our guide on Special Properties.
Note, we suggest avoiding special characters (particularly exclamation points) and caps, as this formatting can often result in spam filtering.
Revise the intro message
Use the intro message to provide more context. Offer more detail in the intro message to help position the context of the outreach and refresh the customer's memory. For example:
This is just a quick 30-second survey regarding your recent experience with Delighted. You currently use our platform to help send NPS surveys, and dig into those results on your dashboard.
Well-constructed intro messages can help convert more survey opens into actual responses. You can customize the intro message via the Customize Appearance page, which is the same area as the subject line (intro message being located under “Advanced Customization”).
Send a broadcast
Preempt the NPS survey by reaching out to all those that will be surveyed, providing information on: 1) Why you're reaching out, 2) The nature of the NPS survey (quick, totally open-ended, etc.), 3) How the feedback will be used.
These broadcasts work wonders in many verticals, as they help provide far more context, as well as increase engagement since there is a clear connection between the provided feedback and resulting action. If you're sending based on a trigger, it can help to send out these broadcasts on a quarterly basis or so.
While broadcasts are not always a perfect fit for all customers, they’re worth a review as you’re digging into methods to increase engagement.
You can use our special properties to dynamically update the survey's subject line, intro message, and other areas on a person-by-person basis. Including the survey recipient’s name in a subject line or intro message can help personalize the experience and lead to increased engagement. You can learn more about special properties here.
While we maintain exceptional high deliverability rates, it may be worth authenticating with your domain so we can send via a “From” address/domain that is more familiar to those you're surveying.
We can provide you with CNAME/TXT records that would allow us to send from an address with your domain as opposed to “@delighted.com”. This can help increase open rates, since the address will be a bit more familiar, as well as deal with any edge cases where whitelisting may be an issue.
Interested in setting up these records? Let us know and we'll send them over right away!
Refine your trigger
Sending manually? Consider transitioning to our API. If you’re triggering surveys to be dispatched based on specific customer events (ex. recent purchase, attendance at an event, key action in your SaaS app, etc.), the customer will better understand why you’re reaching and will, as a result, have more actionable feedback to provide. Check out our Transitioning to API guide for details on making the switch!
If you need assistance with any of the steps outlined above, feel free to send us a note – we’d be happy to lend a hand!