You’ve crafted your survey—fine-tuned the questions, ensured they’ll gather the insights you need, and polished the design to make it visually appealing. But creating a great survey is only half the battle. To truly maximize its impact, you need an effective survey distribution strategy.
The right approach can dramatically increase response rates, broaden your reach, and provide the valuable feedback needed to drive informed decisions.
Let’s explore the top six survey distribution methods to help you collect the data you’re looking for.
Before you start distributing your survey, it's crucial to understand who your target audience is. Consider these points:
Email remains one of the most popular and effective survey distribution methods.
Best practices include avoiding spam filters by sending surveys from verified addresses, ensuring optimal timing for your audience (e.g., mid-morning on weekdays), and keeping the email subject line clear and enticing.
To maximize engagement, make sure the survey itself is mobile-friendly and easy to complete.
IntouchSurvey® has a built-in contact center, which makes it easy to monitor who you have sent a survey to and who has completed it. As a bonus, using a built-in email distribution service allows you to track engagement with your surveys over time down to the individual contact level.
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Social media offers a unique opportunity to reach a wide audience. Promoting surveys through posts or stories on platforms like Facebook, X, LinkedIn, and Instagram allows quick and easy sharing.
For brands with a strong social presence, this method is great for targeting followers and their networks.
You can also use paid ads to boost your survey’s visibility among a wider audience. However, promoted social ads come at a cost, as well as organic reach, i.e., the number of people who see your post without ad dollars behind.
Add to this that your target demographic for a survey could be split across multiple platforms, and social media can end up being an expensive method of survey dissemination.
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SMS surveys are a highly effective option for businesses with access to customer phone numbers. With SMS open rates significantly higher than email (98% vs. 20%), this method can generate a high volume of responses.
However, due to character limits, SMS surveys should be kept short and to the point. It's also important to ensure compliance with anti-spam regulations.
A clear, concise message sent at the right time can prompt immediate participation, making it an excellent tool for quick feedback.
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Your own website can be a powerful survey distribution channel. Surveys can be embedded within web pages or pop-ups on your site to direct web traffic to your survey.
Intercept surveys, which engage visitors while actively using your site (like after a purchase or when exiting a page), are especially useful for understanding online customer experiences and behavior.
However, it’s important to consider that visitors to your website are most likely there for reasons other than to fill out a survey, and diverting them from their initial purpose can disrupt the carefully designed flow of your website.
Additionally, pop-ups can be mistaken for advertisements or even blocked altogether by ad-blockers, reducing the number of people who engage with your survey in this way.
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QR codes offer a versatile method for survey distribution.
These scannable codes can be printed on receipts, business cards, flyers, and even packaging, allowing customers to take surveys at their convenience, making them a simple, accessible way to collect feedback.
However, QR codes are intrinsically tied to smart devices. This means that, like SMS, they are best suited for short surveys, preferably without open-ended questions.
Additionally, some demographics may be less inclined to use their phones to scan a QR code - making your target audience a significant factor in the effectiveness of this distribution method.
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While digital methods have become more prominent, traditional survey methods such as in-person interviews, telephone surveys, and direct mail still have a place in market research.
These methods are particularly useful in industries where face-to-face interactions are common or where digital access is limited. Here are a few more things to consider:
IntouchSurvey® provides businesses with a range of pre-built survey templates, making it easy to design and distribute surveys.
Its integrated system allows you to distribute surveys across multiple channels and measure their effectiveness using built-in analytics. These insights help refine your survey distribution strategy to maximize participation and data quality.
IntouchSurvey® also offers a direct link feature, making it easy to share surveys through email, social media, or your website. With link-tracking capabilities, businesses can monitor how different distribution channels perform and optimize future surveys for better results.
As you plan your survey distribution strategy, keep these key points in mind:
By implementing these survey distribution methods and continuously refining your approach, you'll be well on your way to gathering the valuable insights needed to drive your business forward.
Remember, the right distribution strategy can make all the difference in the quality and quantity of feedback you receive.
Ready to refine your survey distribution strategy?