Recent research has demonstrated a decline in online survey response rates. While further research is required, popular theories suggest the decline is due to an influx in the quantity of both online surveys and spam resulting in lower respondent interest and acceptance of survey invitations. The following points gathered from journal articles and industry experts have been proven to produce noticable improvements in response rates.

1. Act on your Survey Results

You can increase your survey response rates by acting your survey results. Why would respondents take the time to complete your survey if they believe that the results will not be acted on? When possible publish your results and your plans to act on your results.

2. How important is the survey to the respondent?

This is probably the most important factor to achieving high response rates. Surveys with a high perceived importance achieve much higher response rates. Keep in mind that what is important to one group of people may be of little or no importance to another. Outline the reasons for conducting your survey in the introduction. Positive reinforcements (incentives) can be used to increase the perceived importance of completing the survey.

3. Incentives

Incentives have been show to have a substantial effect on response rates (Over 40% increases in some instances). Immediate rewards will yield the greatest improvement in response rates. Providing a reward a month after the survey is completed will be dramatically less effective. Avoid monetary benefits which can be viewed as a bribe. No matter the amount of money you choose to some it will be too much, others too little.

4. How difficult is it to take the survey?

Your respondents need to be able to easily complete your survey. If your respondents perceive a high degree of difficulty in completing your survey your response rates will be poor. Read the "writing a good survey guide" for tips on improving

5. Confidentiality and anonymity

Who will see your survey results and what will they know about the respondents? If your survey is collecting personal, sensitive or damaging information your survey response rate may increase by allowing your respondents to respond anonymously. Let your respondent know who will be viewing the survey results and what the information will be used for.

6. How long will it take?

Shorter surveys typically yield higher response rates. Don't fall into the trap of making your survey too short, you won't collect any valuable information. Let your respondents know approximately how long it will take to complete the survey.

7. Pre-Notification

You should pre-notify your respondents with a brief description of your survey and the reason it is being conducted. Give your respondents the option to opt-out of the survey. Pre-notification produces consistent improvements in response rates.

8. Know your respondents.

Spam has destroyed the credibility of email based marketing and research. Average Email survey response rates have dropped from above 70% to just above 20%. Your first challenge is getting your users to open your email or click on your survey link. Your response rates will improve if you have an existing relationship with your respondents. It will be hard to break out of the Spam mould sending out a survey to a respondent you have had no previous contact with. This is also against the Pulseware no-spam policy.

9. Timing

Consider the availability of your respondents when distributing your survey. Avoid traditionally busy periods and allow your respondents enough time to respond to your Online Survey.

10. Personalize your survey

When sending out your survey, try to include the name of the respondent on the survey. This technique improves the perceived legitimacy and has been shown to improve response rates.

11. Design for response rates

Designing a survey that is easy to respond to and well structured will improve your response rates. See our "Designing your Survey Guide".

12. Reminders

Following up your respondents with reminders produces positive effects on response rates. Set your reminders at least a couple of days apart to avoid annoying your respondents. Research has proven that up to 5 responses produce optimal results. If your time and budget constraints allow following up with a phone call or letter produces the most noticeable improvements.