An effective survey request email subject line can make the difference between acceptable and poor response rates. Based on our direct experience and a review of industry practices, we’ve put together a list of tips that can help you improve your email open rate.

Emphasize benefits

We’re all inundated with survey requests. Give potential respondents a concrete reason for taking the time to respond to yours.

Emphasize what’s in it for the respondent, e.g. focusing on how their feedback will help you create a better experience for them. For example, rather than using the subject line: Member Survey, use the subject line: Help Us Improve Your Member Experience.

Keep it short

Effective subject lines are typically 50 characters or less. Simple, clear formats work best. Be as specific as possible.

Set expectations

While you cannot answer all their questions in the subject line, you can pick a key area to address, e.g.

                  • Why they’re receiving an invite

                  • The purpose of the survey

                  • How much time it will take (e.g. “a quick 5-minute survey”)

                  • How they will benefit

Engage people’s emotions

While we like to believe that we make decisions in a completely rational way the reality is that most of our decisions are made with a strong emotional component. Engaging the emotions of your potential respondent can improve your response. For example, appeal to their desire to influence or desire to help.

Mobile-Optimize The Entire Experience

Increasingly respondents are using their mobile device to complete a survey. Most devices won’t display more than 70-80 characters in the mobile view, when viewed horizontally (and less than less than 35 characters when viewed vertically)

Test continuously

Message effectiveness can vary by target respondent, so for each survey, consider testing at least two alternate subject lines.