You’ve spent time writing a useful questionnaire. But before anyone answers the first question, they have to decide whether to open your invitation and take part.
That decision may happen quickly. If the message is vague, unfamiliar or unclear about what you’re asking, people may put it aside.
A good survey invitation helps someone understand who is contacting them, why their experience matters and what taking part involves. Here’s how to get those details right.
Make the Purpose Clear
“We value your feedback” is familiar, but it doesn’t tell people much.
Explain what you want to understand and how the research will be used. If you’re reviewing a repairs service, say so. If you’re asking about a recent enquiry, make that connection clear.
For example, “Tell us about your recent repairs appointment so we can understand what worked well and where we could improve” gives people a more specific reason to respond.
Be realistic about what the survey can influence. Avoid promising that every suggestion will lead to a change.
Use a Subject Line People Can Understand
An email subject line should help recipients recognise the request.
“Tell us about your recent experience with our repairs service” is more informative than “Important message” or “Have your say”. The best wording will depend on the audience and the relationship they have with your organisation.
Avoid false urgency or language that makes a voluntary survey sound compulsory. If there is a closing date, state it plainly.
Explain Who Is Asking
Make the organisation behind the research easy to identify.
If an independent research team is contacting people on your behalf, explain that relationship. A recipient shouldn’t have to guess why a company they haven’t heard of is asking about a service they use.
Include a suitable way to check that the invitation is genuine, such as a contact route or a page on the commissioning organisation’s website. Make sure the people handling enquiries know about the research.
Be Honest About the Time Needed
A short questionnaire can still take longer than expected when people need to think carefully or write comments.
Test the survey before estimating its completion time. A pilot survey can help you check the full journey, including the invitation and instructions.
If you tell people it takes five minutes, that estimate should reflect what participants actually experienced during testing.
Also consider the total number of requests your audience receives. Our guide to survey fatigue explains why the frequency and relevance of requests matter.
Answer the Questions People May Have
Someone may want to know whether participation is voluntary, who will see their answers or whether their feedback could affect the service they receive.
Address the concerns relevant to your research in clear, accurate language. Give people access to more detail without making the invitation difficult to read.
Be precise when describing anonymity and confidentiality. Don’t call a survey anonymous if responses can be connected to an individual. Our article on employee survey anonymity explores that distinction and why trust matters.
Give People One Clear Next Step
Make it easy to see how to take part.
For an online survey, use descriptive link text such as “Take the repairs feedback survey”. Avoid placing several competing buttons around the request.
Check the invitation on a phone as well as a computer. Make sure the link opens the correct questionnaire and that the instructions match what participants see when they arrive.
If another way to participate is available, explain how to access it. Only offer channels that your team is ready to support.
Plan Reminders With Care
A reminder can be useful when someone intended to respond but hasn’t yet had the opportunity.
Keep it polite, explain the purpose again briefly and include the closing date where relevant. Where your process allows, avoid continuing to send reminders to people who have already completed the survey.
For anonymous surveys, you may not be able to identify who has responded. Plan for that limitation and make it clear that people who have already taken part can disregard the reminder.
Invitations are one part of participation. For a broader review of your approach, read our practical guide to survey response rates.
Check the Whole Invitation Before Sending
Ask someone outside the project team to read the message. Can they quickly explain what the survey is about, why they’ve been invited and what they need to do?
Check the sender details, links, time estimate, closing date and contact information. If there’s a problem, it’s easier to fix before the invitation reaches your audience.
At Viewpoint, our research services support organisations with planning, collecting and understanding feedback. If you’re preparing your next survey, get in touch to discuss how we can help.
