Custom crafting your survey invitations can increase the response rates to your online surveys.  Our standard email invitations incorporate all of the best practice listed here, but if you’d like to customize your invitations, you can get even more ideas from our online invitation bank.

Start with a Compelling Subject Line

• We’ll send your survey invitations on your behalf and the “from” line will show your credit union’s name. It’s important to also identify your credit union in the subject line.  Members are much more likely to open the email if they know it comes from a company they know and trust.
• Tell the member what’s in it for them to open the survey. If you’re offering an incentive, mention it here.  If not, let the member know how they’ll be helping their credit union by responding.  The more value in the subject line for the member, the better the response rate.
• Personalizing the subject line with the member’s name has been shown to increase response rates.
• “Invitation” and “Request” garner good response rates.
• Avoid words that trigger spam filters. Some of the most obvious are “free,” “amazing,” “click here,” “win,” “help,” and “prizes.”

Personalize the Greeting

• Personalize the greeting. We’ll ask you to provide the names of members we’re sending the surveys to, and we’ll address members personally in the greeting.
• Tell the member the value of completing the survey in the first paragraph.

Make the Body of the Email Relevant and Short

• Consider putting the name of the employee, the date of the transaction, and the type of transaction in the invitation so the member knows exactly who to evaluate. By including the date and type of transaction, the member will also know the email is from your credit union and not an imposter.
• Let the member know how long it will take to complete the survey. One reason people don’t start online surveys is because many of them are much too long.  Keep your survey short and let the member know it won’t take a lot of time.
• Keep the body of the email short. Unfortunately, most recipients won’t read this part of the email so keep it as concise as possible.

Make the Survey Link Stand Out

• Each member who receives the MemberView™ email invitation will have a unique survey link. When the member initiates the survey by using that link, we’ll be able to populate that member’s response with embedded variables such as member age or number of accounts.
• The most important part of the survey is the survey link itself. It should be its own paragraph with a space before and after the link.

Include a Signature

• Your invitation should include a warm and sincere signature. This is your opportunity to incorporate the voice of your brand.
• Members appreciate it when the survey is signed by the CEO or another person they deem to have the authority to implement their suggestions such as a Member Experience officer.

Reassure Members in the Footer

We’ll help you reassure your members and stay in compliance by including the following in your email footer:

• A way to unsubscribe
• A security statement from the credit union letting members know that the credit union will never ask for sensitive information in an email
• A contact point at the credit union