Like every metric that depends on user reported data, Net Promoter Score© gets more accurate as the size of your audience grows.
More respondents and more responses result in a more accurate figure, as well as more detailed and actionable feedback on how you can improve your business, enhance your product and get a higher average retention rate.
If you’re not getting enough responses when you send out an NPS© survey, there’s a real risk of your data not offering a full picture of your business’s health and ability to retain customers.
The average survey response rate is just over three percent — a slightly higher amount than the benchmark click-through rates for marketing emails. Net Promoter Score surveys score over the norm, with a response rate of 20 to 40% for an effective survey.
This still means that even if your campaign performs at the average level, you’ll still miss out on feedback from more than half of your customers.
Luckily, it’s surprisingly easy to improve your Net Promoter Score survey response rate and get more responses (and more meaningful feedback) from every email you send.
Below, we’ve shared seven tactics that you can implement to improve your Net Promoter Score survey response rate, earn more detailed and helpful feedback from your customers and collect the data you need to make meaningful, effective changes to your business.
A/B test different subject lines
The average email open rate is 25 percent. This means that if your Net Promoter Score email is average, you can expect just a quarter of your target audience to open and read it, with an even smaller amount of recipients bothering to respond.
The key to achieving a higher open rate — and as a result, a higher response rate — is to test a variety of subject lines.
By experimenting with personal subject lines (“Do you have a spare 30 seconds? Please help us improve your experience” versus “Complete our survey!”) you’ll stand out from the hundreds of generic emails that most people receive on a daily basis.
Discovering a good subject line takes time. Aim for a subject line that’s personal, engaging and interesting without ever being ambiguous about the content of your email and you’ll strike the perfect balance of enthusiastic customers and detailed, actionable survey data.
Send your survey from a personal email address, not a generic one
One of the biggest Net Promoter Score mistakes you can make is sending your survey from a generic email.
If you’ve ever received an email from an address like email@example.com, you’ll know why — the more generic an email address seems, the more likely you are to immediately sort it into the recycle bin.
Instead of using a generic email address to send your NPS survey, configure your NPS product to send it from your personal email. This way, customers will see that you’re reaching out with a personal invitation instead of automatically sending a generic survey to a large audience.
Sending your NPS survey from a personal email address has the added benefit of making it far easier for recipients to reply via email, which can be useful if your customers have questions or additional feedback.
Make your NPS survey as simple as possible
If there’s one thing users hate, it’s an overly long survey. Luckily, Net Promoter Score makes this a non-issue by only asking users a single question before requesting their qualitative feedback.
To improve your response rate even further, try using your email copy to make the NPS survey process as simple as possible for customers. Explain that there’s only one question to answer, that it only takes less than a minute and that there are no hidden surprises or long, complicated forms.
Users will naturally back out of surveys that appear to require a lot of time. Show them how easy it is to complete a Net Promoter Score survey and you’ll notice a measurable increase in your survey completion and response rates.
Send your survey at the right time
Email is still the most popular survey channel, mostly because it’s a passive communication medium and allows customers to answer an NPS survey whenever they have time to.
This is partially true, a customer can get back to a survey hours later and provide feedback, which results in a higher response rate. The numbers, though, show a different picture.
According to Smart Insights, 23.63% of all email opens occur within the first hour of delivery, with the rate dropping to as low as 4.8% by the fourth hour and 0.63% by the 24th hour. Your NPS survey is competing with people personal or business emails, as well with lots of spam and newsletters.
Therefore it’s crucial to pick a right time when you should send your surveys at and make sure your customers will answer it right away. Most marketers believe that emails sent between 8-10am are the most likely to be opened and read by customers, with the 8 pm to midnight time slot being another top performer. It is also crucial that your surveys are sent in accordance with your customers’ time zone.
But is there also a best day to send surveys? No, there isn’t, unless you’re considering to conduct your NPS campaign manually, by sending survey one by one to individual customers. Otherwise, the survey will be automatically sent based on a predefined schedule.
We’ve also covered the importance of timing before in our guide to using timing to improve your NPS results.
Design a user-friendly mobile survey template
Approximately 56% of all online traffic is mobile, making it important for your survey template to look great on mobile devices.
The easiest way to make sure your NPS survey looks and reads well on mobile is to use NPS software. Retently delivers your survey in a reader-friendly email format that looks just as good in a mobile email client as it does on a high-resolution display.
Consider offering an incentive for respondents
As a general rule, incentives are best avoided for surveys and studies. The reason is simple: an incentive, even a relatively small one, can influence a person’s opinion and result in you getting survey data that isn’t as accurate as it should be.
However, if your NPS response rate is very low and other tactics just don’t seem to work, adding a small incentive for users to complete your survey can be a decent way to get more responses and generate more feedback.
The key to an effective incentive is to keep it small. Offer a large, overly valuable incentive and you’ll spend too much while risking the accuracy of your data. Provide a small incentive and you’ll boost your response rate without hurting the quality of your data.
Use a communications channel that suits your audience
One of the biggest advantages of Net Promoter Score is its simplicity. Because NPS is a single question survey, it’s easy to incorporate into almost any communications channel, from email to a web application.
A simple way to improve your NPS survey response rate is to survey customers using a channel that matches their habits:
- If you communicate with your customers via email, you’ll generally get the best response rate by emailing them your NPS survey
- If your product is a mobile app, you’ll normally get the highest response rate by adding your NPS survey to the application
- If you communicate with your customers by SMS, they’re more likely to respond to an SMS-based survey than an email
The channel you use to communicate with your customers has a huge impact on your response rate. Choose the right one, or combine them for a better result, and you’ll maximize your survey’s visibility and generate the highest possible response rate from your target audience.
Automate your NPS survey
Retently is designed to make surveying your customers faster, easier and more effective. Our service sends automatically a simple, customer-friendly NPS survey that’s compatible with all mobile devices, web browsers and email clients.
Using Retently, you can generate more detailed and actionable feedback from your customers while spending less time on your NPS campaigns. Learn more about how you can use Retently to generate valuable NPS feedback from your clients, customers, and users.