Post Event Survey Cover Letter

You already have a great survey invite subject line and now you need to follow that up with an email body that drives people to start the survey.

I’ve pulled all the best practices in this post into the perfect customer feedback survey invitation template you can simply copy and paste. Download template

The invite doesn’t have to be long and complex, in fact it should be short and to the point but to be most effective it must include some key information.

At all times remember the goal of the invite: to persuade the respondent to provide their feedback on your organisation. That’s it. Nothing more. Don’t add words into the invite that do not directly help you achieve that goal.

Simple Salutation Personalisation

A simple name personalisation starts the message off on the right foot. You should make sure that it’s in line with your business’ general brand.

“Dear Mr. Smith,”

“Hi John,”

“Hey John,”

Why are They Receiving the Invite?

Give the respondent some context for the invite; tell them who is being asked to respond or why they have been selected. This answers a common concern of email recipients: why am I getting this request?

Examples are:

“You are receiving this invite because you recently shopped at our site.”

“We are inviting you because you are a valuable client.”

Don’t Tell Them How Great You Are

Some companies add a line near the start of an invite that goes something like this:

We are the market leader and provide a great service. So we can do even better…

Resist the urge to do the same. It doesn’t increase the chance that the invitee will respond and biases the start of the responses you will receive.

Try to keep your introduction as neutral as possible.

What is the Purpose of the Survey

Next, let them know how the information will be used. Remember that they care much less about how you will benefit from the time they are investing in the survey and much more about how they will benefit.

So, ensure that you put the purpose and value of the survey in the respondent’s terms.

For instance:

So we can provide you an even better experience we are collecting feedback on how we performed in our last engagement.

We actively use feedback to constantly improve our delivery and provide you with the best possible service.

Give a Realistic Estimate of the Time it Will Take

Shorter is always better in customer feedback survey terms but regardless of how long the survey is you should give a specific estimate of the time taken. Resist the urge to deliberately under-estimate this time.

Respondents still ploughing through questions at minute 20 when they have been told it will take 10 minutes will be unhappy with your brand. This is exactly the reverse of the outcome you want.

Also make the time specific not general. Say 10 minutes not “a short time”.

So try:

“Based on past experience this survey will take 5 minutes.”

“Typically it takes 3 minute to complete.”

Give Them a Place to Ask Questions

Ensure that you put some simple contact details in the message. A very few people will use them (some will) to ask questions. Many more will be reassured that they could have contacted you if they wanted to. This lends credibility to the invite.

This can be as simple as:

If you have any questions please contact John Smith on (555) 5555 5555 or at john.smith@ourcompany.com

Show Them the Link

It is obvious but make sure you include a clear link to the survey and call to action.

Some organisations use an image for the survey link but remember that a large number of email clients hide images by default. If the image is blocked it will be hard for respondents to see. So if you are going to use this approach make sure you provide a simple text link as well as the image.

Also, make sure that the link has a good amount of clear space around it so it does not get lost in the message. You can also underline and even bold the link to make it stand out.

Try:

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Click here to start the survey.

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Thank You

The respondent is doing you a favour by spending time to help you improve your business so you should thank them for that effort. It can be a simple but sincere thank you.

Thank you for providing your feedback. We appreciate the time you have taken and will actively use it to improve our services to you.

Signature Block

If you have followed our best practices on survey subject lines this invite will be coming from a real person so make sure that you include a real person’s signature block.

If it is going to a large number of respondents you may like to remove some elements such as the cell/mobile phone number. Other than that it should be similar or the same as your standard email signature.

This will also ensure that it is “on brand” with your organisation.

Comply with Local Email Sending Legislation

Different countries have different email sending legislation and you should be aware of any local considerations with which you need to comply.

In general* as this is a customer feedback survey you will have an existing commercial relationship with the respondent. That reduces many of the anti-SPAM issues that marketing emails come up against.

However, it is still good practice to comply with any marketing email requirements your country enforces as email recipients have come to expect these elements in commercial email.

Postal Address

You should include clear text explaining where you are located and a valid postal address.

Unsubscribe Requests

It is also good practice to include an unsubscribe mechanism to allow respondents to remove themselves from the invite list.

So that’s all you need. Your customer feedback survey invite is not rocket science but you do need to include everything but no more in your invitation email.

I’ve pulled all the best practices in this post into the perfect customer feedback survey invitation template you can simply copy and paste. Download template

* Disclaimer: This information is not legal advice. We’re not lawyers and while we have been in the customer feedback business for a while you should contact your legal group to get their final take on the legislation.

Filed Under: Best Practices, Customer Feedback, Customer Feedback Process, Customer Feedback Surveys

2. A simple thank you

Power up your survey introduction with a thank you note.
Hey, it’s not only a sign of appreciation, it’s the least you can do!

Your participants are giving up their time for you to benefit from.
They are not gaining anything from doing this (except maybe your super relevant incentive). Try your best to make this experience as human and “spontaneous” as possible by adding a personal touch, especially by thanking your respondents.

(Thank you, by the way. You’re doing an awesome job reading all the way to the end… )

 

Use this template: We personally want to thank YOU for every second invested in our research. You rock!

If your company and research allows it, make this even more personal.
Give your brand a face.
Adding a real person’s name works just as well in surveys as it does in a newsletter, blog post or podcast.

Use this template: Thanks for helping us out. From all of us at [company name], [your name] [your title (optional)]

3. Less is more

Take everything you’ve learned in the previous steps…
And now scratch that!

Because a little less will do.



We recommend to always write your survey introduction text as short as possible.

????
… Sorry, I know!

People – especially those in a hurry – don’t want to waste their time reading page-long introductions before finally being able to start your survey. Use only the essentials from the above tips. Then go ahead and just make your point.

By writing up your survey introduction as short as possible, you force yourself to only focus on the most important message. And you don’t waste respondent’s time even before they’ve taken the survey. Getting them in is what’s most important.

4. Inviting atmosphere is key

The first step for your introduction is making sure people will enter your survey and answer questions. Your second priority, is making sure they’re honest.

Here’s how to get that done:

Honesty:“You get what you give. What you put into things is what you get out of them.” – Jennifer Lopez.
Don’t expect your participants to blindly answer in a truthful way if they don’t know the full picture surrounding your study. Offer all corresponding information from the very beginning to avoid sloppy data which could lead to “brand dilution”.

Neutrality: Try to remain neutral throughout your entire survey, not just your introduction. You often see companies using one liners like “leading company in our niche” or “Bringing you the best service”. Don’t do this! As it will only create confusion and prejudice instead of confidence and reliable data.

Now let’s summarize, and get to the good stuff:

The perfect survey introduction example

Followed all of the steps above? Nice!
You will have a survey introduction that is perfect and by the book!

Does it look like it got a bit too long?
Too much info?
Simply not as appealing as you thought it would be?

We wrote up a short, generic and to-the-point version for you to use. The perfect survey introduction example:

Use the ultimate template:
Hey, glad to see you around here!
First of all, let me thank you for taking our [survey duration] survey. You are a great help! 🙂
We at [company name] are on a daring quest to collect the right data about [survey subject]. Our target audience involves everyone who [target audience]. This is why we chose you!
And don’t worry, your data is just for [where you will use it] ]so [be clear about their privacy]. We promise!
– Get started and take your chance to WIN [a grand prize]

It’s most important to make this introduction represent you as a brand, organization or person.
It’s the first step of starting up a conversation.

And don’t be afraid to entertain: Don’t bore, get more. 😉

Extra tips & inspiring introduction examples

1. Increase brand recognition

Hey it’s you!

By adding your logo at the top of your intro screen, you’ll increase brand recognition without having to push it forward during the entire survey.

Make people feel like they’re talking to an old friend.

2. Use a conversational tone

Most people still associate surveys with these boring tasks that are basically – let’s face it – a waste of their time.

Spice up your language and bring some humanity into your questions.
Making your surveys more conversational will benefit your participation and completion rate tremendously!

EXTRA: If your brand and tone of voice allow it, throw in an interjection here and there. A “yee-hah” to show joy or an “ooh-la-la” to let respondents know they can win a prize?
Works like a charm.
Take a look at this list of interjections, for exclamations in every kind of situation.

3. Turn a frown upside down with emoticons

Go back 15 years in time and nobody would even THINK of using a smiley face.
Well, that period is over and now it’s totally fine.

🙂

In fact, did you know that the use of emoticons in your communication increases the empathy towards your brand?
Perfect to express the mood of your survey, if your message is a playful one.

4. What’s in a name? Don’t use the word “survey”

Long, boring, difficult, too much work, … the word “survey” brings out some awful associations. We cannot blame our respondents. Instead, ask people to answer “a few questions” or to “spare a minute of their time”.

By avoiding the actual word you’ll see an increase in clicks and actual responses. This works in the introduction screen of your questionnaire, but in your email invites as well for example.

Keep in mind though that you should stick to just 4 questions if that’s what you said!

5. Show off the (incentive) goodies

A reward for answering a couple of questions lowers the threshold tremendously! Even more so if there’s a game or contest connected to the reward. The thrill of playing and possibly winning something is a perfect addition to your survey introduction.

6. In all seriousness

There’s a time and place for everything, so if your questionnaire is much too serious for smileys or “whoopees”, you can still write up a longer introduction that eases the respondent into the setup.

A competency assessment, like the above example, is something that requires more information. They managed to put quite a lot of it in the introduction, but decided to refer to an informative page via a hyperlink in case an employee would like to read up before getting started.

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