There’s plenty of advice out there on how to write a great survey invitation email that will get your audience to open and complete your survey. But that’s not the last communication with your respondents, particularly if you’ve offered digital survey rewards.
Optimizing your reward delivery emails can help you ensure that recipients have a positive experience, giving you an opportunity to build trust and encourage further action. Here are the five parts that make up survey rewards emails and tips on how to make them most effective.
READ MORE: 6 Tips to Incentivize People to Take Surveys for Gift Cards
Obviously the most important part of the email is the actual reward it is delivering, and that decision was likely made before you sent the survey invitation. Offering your respondents a selection of incentive options is ideal, because it allows them to choose the digital reward they find most appealing and useful. In that case, though, make sure the redemption process is straightforward and clear, so recipients can instantly and easily claim their choice of reward. Also be certain that the email and redemption process account for international options, if you have recipients abroad. The last thing you want is a recipient to get a gift card that they can’t use in their own country.
Again, the value of your survey incentives was probably determined earlier in the process, but make sure it’s accurate and clearly shown in the delivery email. If your reward values were variable, explain in the email why the recipient is getting that particular amount. For instance, if you gave $5 for those who took but failed the screener and $20 for those who qualified for and completed the full survey, make that clear so there’s no confusion.
Properly branding your survey rewards emails is important for two reasons. First, it makes the email more recognizable and therefore less likely to get lost in recipients’ inboxes or accidentally deleted. Start by customizing the template with your logo and colors. Then, send the email from your own authorized domain, instead of a third-party or spoofed address, to ensure high deliverability and avoid spam filters.
The second reason to use your branding prominently is so recipients associate your company with the fun experience of getting a reward. That goodwill and trust can go a long way for any potential interactions in the future.
In addition to using your colors and logo in the reward email, you also want to carefully craft the messaging to fit your brand and your goals. Reiterate the purpose of your research and thank the respondent for their participation. If you can, share preliminary results or findings to show them that they made a valuable contribution.
Beyond the standard message, don’t miss this opportunity to engage the recipient further! Include a call to action that encourages them to answer another survey, sign up for your insights community, join a panel or focus group, or recruit friends to participate. It’s a great time to ask for additional help, when they’re happy about receiving their survey rewards.
With BHN Rewards’ digital incentives tool, you have full control to customize your reward delivery emails and redemption pages. Learn more in our Product Tour or request a demo today!
Hannah is a reformed journalist who has more than 15 years of experience and now focuses on content marketing for innovative tech companies.
Hannah is a reformed journalist who has more than 15 years of experience and now focuses on content marketing for innovative tech companies.
