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Practical tips on increasing your survey response rate for more conclusive insights.
When conducted properly, event surveys can provide a wealth of information about what to keep and what to drop at your next event. They can also provide useful insight into future revenue-generating opportunities and how you can add value for your attendees.
As event survey and research specialists, we have some tried and true tips for banishing survey blues. Here are our top five:
1. Market your surveys
Too often, surveys are the last thing mentioned in the last session of the day or as attendees leave the event.
To increase responses, make sure your attendees know it's important. You need to convince attendees that it is worth them spending 5-10 minutes sharing their feedback with you.
Simple ways to market your survey:
- mention the survey on holding slides that play throughout the event,
- mention the survey at the end of your content sessions
- in your pre-event marketing campaign, highlight some of the changes/improvements you've made as a result of survey feedback.
2. Send out your surveys soon after the event
In our 10 years of working with clients to improve their feedback processes, we’ve found that the most useful responses are delivered post-event when attendees and/or exhibitors have had time to reflect on how the event was for them.
That being said, you still need to strike while the iron is hot. I suggest you send out your post-event survey within a week of your event. If you can send it out sooner, then do!
The week buffer allows you to add any last-minute questions that may have popped into your mind during the event. Some advocates wait 2-4 weeks to get exhibitor feedback. This would allow time for the blisters to heal, the hangovers to fade, and importantly, for leads gathered at the event to be developed. However, our data shows that the further away from your event to collect your feedback, the more you cannibalize your response rate.
Consider highlighting in the email how long the survey will take to complete. Respondents complete three questions per minute on average, so you can use this to determine your survey length. Your attendees and exhibitors will not be happy if you say it will only take 10 minutes, and 30 minutes later, they still haven’t reached the end. You can achieve a 20-30% response rate with a well-designed, well-timed survey.
3. Incentivise them
A good question we've heard is, "Why don't more event organizers offer incentives to fill out a survey? Maybe then I’d actually do it!"
One of our clients organized for all their headline speakers to sign copies of their latest books and offered the set as a prize. In return, they achieved a 40% response rate! Decide whether or not you will give a high-value reward to a small volume of people, or you will give a low-value incentive to A greater number of individuals.
Caution - beware of ubiquitous tech prizes that quickly lose their shine. It is sometimes better to give something specific to your event that will really fire up your attendees. As the example above demonstrates, try to conspire with your exhibitors or speakers to offer a money-can’t-buy prize or experience.
4. Create clear subject lines and call-to-action
As most surveys are delivered via email, it is important to follow email best practices to maximize your event survey response rate.
- Make sure your subject line is clear and obvious.
- Create a concise copy explaining the benefits of participating in the survey.
5. Send out reminders
A simple and effective way to increase your response rates is by asking your attendees for their feedback more than once. We recommend sending out reminders 3-5 days after the initial launch, followed by a final reminder 3-5 days later. Don't send your reminder emails on the same day of the week or time. It's best to try different dates and times to reach as many attendees as possible.