Tips for Constructing SMS Surveys That Encourage Higher Response Rates
Low response rates can be a problem when conducting surveys via SMS. Some of your contacts may not start or simply refuse to participate in surveys, while others, for a wide range of reasons, may be unavailable to participate in your SMS.
With your customer journey in mind, a well-designed surveys can help encourage higher response rates. Below are some tips or guidelines that you can employ or use as your design your SMS surveys:
Sensitize customers or let them know that a survey is coming, a day or so before you send. A little anticipation can be effective.
Double check that the literacy rate of your customer base is high, and that the language you use is most appropriate for SMS. For example, many Kenyans use English or Swahili for SMS, rather than their native or regional language.
You can start with a compelling introduction text that clearly explains the following:
Who the sender is
including a statement of confidentiality
Source of the survey(This can be an organization or well known person from the organization)
SMS responses are free
Personalization of message by including their names, ID or other custom fields
How long the survey is
Keep the number of questions to a maximum of five. We have observed that response rates drop off significantly after five questions. The shorter the surveys, the better
If you have a longer survey, offer incentive as compensation or split the survey into two parts and send them over two days.
Always aim to collect one piece of data per question
With multiple choice questions, have explicit instructions on how your candidates should answer(Guidelines)
Take time to ensure your questions are crystal clear. As soon as someone is confused they’ll stop responding. Test your questions on a small group first and if you’re experimenting with ‘harder’ questions, put them at the end after the easier ones.
You could consider the timing of the survey by sending the survey at a time of day when people are less occupied, which is evening hours between 8:00PM and 10:00PM.
As you start to engage with your contacts and use the above recommendations to your SMS surveys, you can analyse the responses that come in and make adjustments to future messaging. By doing this over time, you may find the right balance and setup for the SMS messaging with your set of contacts.