Five Tips for Improving Customer-Feedback Surveys

If you're not soliciting customer feedback via e-mail, you should be. As research firm MarketingSherpa recently reported, e-mail surveys offer easy tracking, rapid response, and instant reporting. Plus, they're incredibly budget-friendly. The report offers five tips on improving survey results, including:

Keep it short. The survey should take only a couple of minutes to complete. Anything over 12 questions for a consumer survey will lower your response rate, although B-to-B surveys can be a few questions longer. If you must write a lengthy questionnaire, divide it up into sections. You don't want your survey participants to abandon it because of "scroll fatigue."