Every good comedian knows that they need a clever punchline to get laughs, but no matter how clever the joke is, it falls flat if they can’t deliver the line. Will it be uproarious laughter or deafening silence? The delivery is just as important as the content. It’s the same with your surveys.
It takes more than asking the right questions to get people to take your survey. Your survey needs to be delivered just right to get high response rates. When it comes to distributing surveys, two popular channels are email and text messaging. Both have their advantages and disadvantages. Choosing the right channel can impact the response rate and quality of data collected. In this blog post, we will compare email surveys and text surveys to help you make an informed decision about which channel suits your survey goals and audience.
Wide Reach and Accessibility:
Email surveys have the advantage of reaching a large audience. Email is a widely used communication channel, making it accessible to a broad range of respondents. It allows you to target specific segments, such as customers, employees, or subscribers, and easily distribute surveys to them.
Lengthier and More Detailed Surveys:
Email surveys are suitable for longer, more complex surveys that require detailed responses. The email format provides ample space for questions, instructions, and additional information, allowing respondents to provide comprehensive feedback. It is especially beneficial when the survey requires visual elements like images or attachments.
Personalization and Branding:
Email surveys offer the opportunity to personalize the message and align it with your brand identity. You can tailor the email content, subject line, and design to create a cohesive brand experience. Personalization can help increase response rates and engagement.
Lower Response Rates and Deliverability Concerns:
One challenge with email surveys is lower response rates compared to other channels. Emails can easily get lost in crowded inboxes or end up in spam folders. Additionally, respondents may not check their emails regularly, leading to delayed responses or missed surveys. It's important to optimize the subject line, keep the email concise, and consider follow-up reminders to mitigate these challenges.
High Open Rates and Immediate Reach:
Text surveys have the advantage of high open rates and immediate reach. With many people checking their phones frequently throughout the day, text messages are typically opened quickly. This immediacy can lead to higher response rates and faster data collection.
Concise and Direct Communication:
Text messages have character limits, which means surveys distributed through this channel need to be concise and to the point. They are ideal for collecting quick feedback or gathering responses to shorter, targeted questions. The brevity of text surveys can increase response rates and improve completion times.
Mobile-Friendly and Convenient:
Text surveys are well-suited for mobile devices, as most people carry their phones with them at all times. They provide a convenient and familiar format for respondents, allowing them to complete surveys on-the-go or during idle moments. Mobile-friendly surveys can help ensure a seamless user experience.
Opt-In and Privacy Considerations:
Text surveys require recipients to opt-in to receive messages, which means you may need prior consent from your audience. It's crucial to respect privacy regulations and ensure that recipients have willingly provided their phone numbers. Additionally, be mindful of the potential for text message fatigue or intrusion if survey frequency is high.
Both email surveys and text surveys have their merits, and the choice depends on your survey objectives, audience preferences, and the nature of the questions. Email surveys offer wide reach, personalization, and suitability for longer surveys, while text surveys excel in high open rates, immediate reach, and quick feedback collection. Consider the characteristics of your audience, the survey length and complexity, and the desired response rates to determine which channel aligns best with your survey goals. Ultimately, a well-crafted survey and thoughtful distribution strategy will contribute to obtaining valuable insights and driving meaningful outcomes.