Got this email today from Moneywise magazine:
Your opinion is vital to us as our aim for the website is to ensure that you have all the information you need presented in the right way for you.
They want me to complete a survey, spending my own time and helping them to make more money. The word “vital” appears, as does the word “valuable” later.
And what’s in it for me? Apparently, I’ll then get all the information I need “presented in the right way for you”. When what they actually mean is I’ll be presented with information that, based on all the responses to the survey, the average customer will respond best to in terms of renewing their subscription.
Here’s the bottom line. If you want people to respond to a survey, give them something tangible even if it’s just an entry into a prize draw. Otherwise, the natural response is to think “what’s in it for me?” and to delete the email.
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