| This Article discusses best practices to consider in | | | | personalization of the cover letter without the |
| the administration of mail surveys. There is no | | | | need for and cost of a match with the mailing |
| single idea that alone will dramatically improve | | | | envelope. We recommend the use of a clear and |
| response rates. Rather, it is a combination of | | | | concise, personalized cover letter signed by a |
| properly planned steps that can result in overall | | | | person of high authority at the surveying |
| enhancement. By keeping these practices in mind, | | | | company. The letter should set forth the purpose |
| it will help insure a quality experience for both the | | | | of the survey, confidentially requirements, support |
| survey participants and the company on whose | | | | information, and the end date of the survey. |
| behalf the survey is conducted, as well as | | | | Instructions on completing the survey instrument |
| potentially improve response rates. | | | | should be included on the cover letter - - or even |
| At the outset, surveying companies should accept | | | | better at the beginning of the instrument. |
| that most properly administered mail survey | | | | Except for rare instances, the use of 1st class |
| projects are fairly complicated. If done correctly, | | | | USPS and business reply postage are important |
| they are far more involved than simple print, mail, | | | | practices. Each will add to the cost of the project |
| tabulate and report. Companies might want to | | | | - and can result in significant cost increases - but |
| consider the factors mentioned below when | | | | they each can have a significant impact on |
| planning a mail survey: | | | | response rates. Use of bulk rate postage can also |
| 1. Is the length of the survey instrument | | | | result in delays in receipt of the mailings for |
| appropriate for the audience? | | | | varying percentages of participants. |
| 2. Is there a well-written cover letter and | | | | Use of Incentives: |
| instructions? | | | | Deciding whether or not to use incentives is for |
| 3. Is there a method of reaching someone in the | | | | the most part a budgetary consideration; although |
| event of support issues? | | | | in certain instances, it can also have a |
| 4. Is the mailing envelope properly identified? | | | | customer-relations element attached to it. |
| 5. Is the mailing being sent out by 1st class USPS? | | | | Assuming large quantities of available sample, one |
| 6. Is a business reply envelope being used? | | | | can always send out more mailings instead of |
| 7. Are awards or other incentives needed? | | | | offering incentives. However, the key |
| 8. Will online survey hosting increase the response | | | | consideration is whether the use (and costs of |
| rate? | | | | administration) of an incentive saves money by |
| Design of the Survey Instrument: | | | | producing more completes at a lower overall cost |
| The length of the survey instrument must be | | | | than sending out additional mailings. If the survey |
| appropriate for the audience. A survey participant | | | | population is limited in size, then awards might be |
| who pays $50.00 for a product that is readily | | | | needed to produce an adequate number of |
| available from multiple vendors and that is not a | | | | completes for actionable data. Keep in mind that |
| priority item to the participant will be less likely to | | | | there might be quality of data issues relating to |
| complete a longer questionnaire than a participant | | | | the use of incentives. A surveying company |
| who purchased an expensive car or an enterprise | | | | should consult with an experienced survey |
| product. This is a matter of common sense. | | | | company regarding the use of incentives and |
| Consider how much time you would be willing to | | | | what the options might be. |
| spend responding to a questionnaire - given the | | | | Coordination of Mail Surveys with Online Survey |
| subject and offered incentives, if any. In many | | | | Hosting: |
| cases, a one-sheet questionnaire printed on both | | | | It is not uncommon for surveying companies to |
| sides (called "duplex" printing) is the appropriate | | | | consider the use of online survey hosting in |
| length. This still might be too long depending on | | | | conjunction with a mail survey. If this is done, |
| the subject of the survey. | | | | best practices suggest a variable insert of a |
| To some extent, consideration of length is | | | | unique login id into each mailing along with survey |
| accommodated by the topic. For example, there | | | | login instructions. It would also be correct to |
| are only so many questions that can be asked | | | | variable insert a tracking id onto the questionnaire |
| about the taste of toothpaste. Yet some | | | | to de-dupe responders who complete both the |
| companies might include six or seven basic | | | | mail survey and online survey. Technical support |
| questions, 10 demographic questions, and another | | | | should also be available for online responders. |
| bank of questions on buying habits. Before you | | | | As is the case with incentives, the use of an |
| know it, the questionnaire is close to four pages | | | | online survey is primarily a budgetary |
| long. If this happens, the surveying company | | | | consideration. That is, will the use of an online |
| might want to consider using incentives to actually | | | | survey enhance overall response rates to offset |
| keep the costs down (more about this later). | | | | the added costs of offering this option? If not, |
| Packaging the Survey Instrument: | | | | then the use of an online survey might not be |
| There are certain best practices a surveying | | | | justified unless it is desirable from a client-relations |
| company should consider relating to the packaging | | | | standpoint. Also, keep in mind when calculating the |
| of the survey instrument. This starts with what | | | | comparative costs that mail surveys have data |
| the participant first sees when he/she receives | | | | entry fees while online surveys do not. |
| the mailing. The mailing envelope should include the | | | | In summary, when conducting mail surveys, a |
| logo and colors of the surveying company so that | | | | surveying company should carefully consider each |
| the participant views this as an "official" mailing. | | | | and every step of the survey administration |
| Printing of color logo will increase the costs of the | | | | process. That includes length of the survey |
| project, but is something that should be strongly | | | | instrument; packaging of the survey materials |
| considered unless color logo is an expensive | | | | including mailing envelope and type of postage; |
| add-on given its design. | | | | formatting and personalization of the cover letter; |
| Use of windows envelopes are preferred; | | | | survey support options; use of incentives; and |
| although labels can be used if need be. The | | | | viability of coordinated online survey hosting. |
| advantage of a window envelope is the | | | | |