Category: Marketing KPIs.

One of the main ingredients marketers need in order to create the recipe of success is a good response rate. This is, in fact, the measurement of the number of people who respond to a certain call-to-action, such as surveys. Every time you start such a campaign in which you desire to gather as many customers as possible to offer feedback to your actions, you might be skeptical about the involvement you will receive. This is why the response rate is one of the metrics which may vary widely. What is more, a variety of factors will always influence the response rate. Why the response rate is important for marketers, how you can improve your response rates and the factors which affect it can all be found in our Response Rate Guide.

Factors that Affect the Response Rate

From the mode of distribution to the incentive provided, the response rate for your intended survey or another call-to-action activity may vary significantly. The most common aspects that are going to influence the response rate registered for your survey are your customers’ loyalty, demographics, brand recognition, and the perceived benefit.

One of the most important aspects that might make your call-to-action successful or not is the survey distribution. This will definitely influence the rate of response you are going to receive, so make sure you choose the right audience and make sure your actions reach that specific target.

Why Is the Response Rate Important for Marketers?

Measuring the response rate received is important for marketers on many levels. This measurement may vary and could be based on the number of people who joined the specific call-to-action, the number of people who actually filled out forms in order to ask for information or the number of people who are engaged in the activities you offered.

Even if the factors above could suggest that a low response rate does not always have to do with your actions, the response rate is in most cases a helpful metric to know. Apart from the number of responses you receive, the quality means a lot, as well. A high response rate that consists mainly of negative opinions is disadvantageous. Sometimes, a low response rate consisting of positive results will mean more than the previous case mentioned.

How Can You Improve Your Response Rate?

A low response rate means your respondents are not interested enough in what you offer. They might exit or abandon your survey before finishing it, you know that you have to find ways to engage your audience more and gather more people to be interested in what you are promoting. Know your target audience, keep contacts up to date, send your survey multiple ways and personalize your invitations and reminders.

With the proper knowledge about how the response rate functions for your business and with the proper tips mentioned above taken into account, you’re all set to get the right answers from the right audience. Aim for getting a high response rate of about 80% and your call-to-action will go as well as you’ve planned.

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