How to write the perfect introductory text for your survey

You are welcome to use a background to give the survey a better look. Using a background makes the survey look more inviting and presents a professional image. The visual look of the survey may by all means resemble the visual profile of your organization. This together with using your organization’s logo can serve to provide a stronger connection to the sender, making it clear who the sender is. 

The email invitation is the respondent’s first “meeting” with the survey. Remember; you “sell” the survey in the email invitation and this is when recipient decides whether or not they will respond to the survey. The contents of the email invitation must also act as a teaser, that convinces the recipient to respond:

• Keep it brief • Describe what the survey is about.

• State how long it will take to answer - in minutes

• Describe any incentives (“Everyone who participates is automatically entered into the draw for X”) you may be using to motivate participants to respond. More in-depth information on the purpose, background of the survey, what the results will be used for and why these people have been selected to respond, can be included in the introductory text of the survey.

Example text for email invitation:

DEAR CUSTOMER, We see that you have been in contact with our customer services centre in the past six weeks. In this regard, we would like your feedback in terms of this enquiry, so that we can improve the customer service we offer. The survey only takes 3-4 minutes to complete. Product supplier AS takes your feedback seriously! Please click the link below to answer the questionnaire. Best regards Per Hansen Customer services manager Product supplier AS per@productsupplier.com Tel.: 98 76 54 32

Respondents who get to the survey by clicking link in the email (or URL link) are met with the introductory text. 
The introduction should answer the following: 

• What type of survey it is 

• Background and purpose of survey 

• Why the recipient has been selected to participate in the survey 

• Why it is important for the respondent to answer - and what do they “get in return” for participating 

• What the results will be used for 

• How long it will take to answer the questions 

• How the data will be treated in terms of confidentiality and caution 

• Who the sender is (person/organisation) CONCLUSION The conclusion is text that appears once the respondent has clicked the ”Send” button, and the responses have been saved. It would most practical to keep this text short, as the respondent is normally on this page for only a few seconds before the page closes, and the respondent is directed further to another website

Example of introduction I:

Thank you for agreeing to give us your views and feedback on our customer service through this survey. You have received this invitation to participate in our customer survey because you have recently been in contact with our customer services department. The survey will provide Product supplier with valuable information on how our customer service is experienced, and will help us improve and develop it even further. This means that you and other customers will get even better service from us in the future! It takes only 3 - 4 minutes to answer the questionnaire. We guarantee that your responses will be treated confidentially. Best regards John Doe Customer services manager Product supplier AS john@productsupplier.com ph Tel.: 98 76 54 32

Example of introduction II:

Thank you very much for your feedback, the results will be used to improve our customer service!