Youve Got Mail: Techniques To Increase Response Rates

Abstract

While much research exists on the benefits of using postal surveys especially in B2B marketing, it is understood and almost universally accepted that postal surveys are synonymous with low response rates. The paper presents results from a study carried out within the wine industry in Australia where a variety of techniques were utilised to overcome the expected low response rates. The various methods that were implemented to test how response rates can be influenced include the accompaniment of the survey with a reply paid addressed envelope, a coversheet on University letterhead explaining the offer of results in return for completing the survey, pre-notification and reminders via e-mail and the drop and collect survey method. The findings are significant in that a combination of techniques was used on the dyad (buyer and supplier) which allowed for comparison of relative effectiveness and success of the techniques. A timeline used to test these techniques is presented and the subsequent influence is presented. This research provides valuable insights to academics who, because of various circumstances (inaccessibility, cost etc.), have no choice but to use postal surveys. It is interesting also that pre-notification by e-mail had a significant impact.