During one test I used a subject line that was very polite, i.e. 'please help us... thank you...' compared to a subject line that was more of a command, i.e. 'Take this survey now...' and I was surprised. The 'polite' subject yielded far worse results than the commanding subject line. It may be that students felt like the command made the task sound somewhat like a requirement for their coursework, but I did no more testing on that project due to lack of time and a need to change directions... I'd like to do a similar test with more thorough analysis in the future, but for now, what have you found to impact response rates?
I think the language can be a little dependent on the sender/relationship with the participants. For example, I often speak to student-aged folks, but we aren't a school, so I can be a lot less formal and often start email subjects with a literal "Oh look! A ___ survey" it's both casual, but also gets their attention.
Having it feel personalized can also help, such as adding "for you," "calling all ___ students" "let [college] know what you think" could be potential options as well.
Within Qualtrics you can set up certain times for the surveys to launch, I would definitely suggest to do some A/B tests with different samples to see what the results are and let us know what you find!
@KatC I've got another 150K+ distribution set for next Tuesday... Maybe I'll do a couple different tests on Subject Line again this semester. Would anyone on this thread want to get together offline later this week and hash out some ideas together?
For each of ours sites, with the results being consistent in mobile and desktop, the two highest response rates were what we labeled our casual language choices:
1) "Wait! Before you go, tell us about your visit."
2) "Got a few minutes to help us improve?"
These two winners were contrasted against more formal/boilerplate choices, such as "We need you help to improve HHS.gov."
I really love how easy it is to setup quick A/B tests in Site Intercept, and I'm glad to hear that others are running similar experiments.
How was (Subject name)? Take this quick survey to rate your experience!
Did you like (Subject name)? Let them know now!
Hurry, your response is needed! How did (Subject) fair?
We need your opinion! Rate your experience with (Subject name)!
I also think anything with urgency, or a "free" coupon or offer also helps.
http://emailsubjectlinegrader.com/
https://coschedule.com/headline-analyzer
http://www.subjectline.com/
> You can also check out this webinar by Jag Patel of MIT. It has great, research-based advice for boosting open rates on institutional surveys.
This link does not seem to be working; it just went to the main Qualtrics site. Is the webinar still available somewhere?
Communications professional turned research analyst here - I just wanted to share some success I had regarding subject lines! Definitely consider your industry and the way your target demographic will behave. I work for a university, and I have found that very simple and direct subject lines (e.g. "Fall 2021 Registration", "1-Year Alumni Survey", etc.) are successful. They're concise, and they come up quickly in any searches the student may perform in their inbox.)
Based on our A/B Testing research with three email subject lines, we found that a simple "We'd love your feedback!" garnered the most responses for our Annual Relationship survey in the education field.
I stumbled across this older thread but it has some great information. I can say from my time in admissions that anything personalized helps tremendously. Students don’t always read their emails so my XM pro and I have been discussing QR codes as well. The timing of when the survey goes out can also be huge.
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