It’s true that sweepstakes are effective marketing strategies with customer surveys. But there are some rules of the game here. For instance, when you have administered a survey mail campaign for the first time to your target customers, you should figure out whether this is the right time to offer sweepstakes and contests! A better strategy would be to begin a minimal or baseline response rate for your marketing target group. Most organizations can do without offering incentives to improve the response rates. But when you’re not satisfied with the rate of response for your survey, at least you’ll have a basic response rate that you can compare with sweepstakes based campaigns. This will also let you understand which one is more effectiveness or whether your customer survey sweepstakes are worth the investment you’re making!
In addition to this, you got to also ensure that the survey sweepstakes are getting you honest answers only! That’s why you need to understand the art of administering sweepstakes with your customer survey. In fact, your survey success remains in ensuring that rather than having any corrosive effect on the honesty responses, the sweepstakes are encouraging natural, spontaneous and honest responses.
Another rule is to craft the offer as a tempting mix, which triggers earliest responses. For instance, you can consider using a blend of sweepstakes and deadlines – which is more likely to get you rapid response. Good examples are: “The 1st 100 submitting completed survey by June 7 will receive…” Here, the deadline is likely to create a strong sense or feel of urgency among the potential respondents. On the other hand, the limit you’re putting on the number of sweepstakes shows your financial liability.
To better understand the art of customer survey sweepstakes; let’s take a quick look at Koma’s 1st Law of Incentives: A larger number of smaller incentives usually win better response compared to a smaller number of larger incentives. And apart from gaining higher response rates, yet another boon of following Koma’s 1st Law is – it’s cheaper and much easier than compared to the alternative.
While offering sweepstakes to each and every one of your early respondents, be sure to get an electronic and/or physical address where the incentives will be delivered to. Electronic sweepstakes are simpler to administer, yet they’re not created equal. And talking of incentives, a study found that just $5 credit on respondents’ chosen credit card brought around 30% higher response compared to the typical FFM or frequent flier miles type incentives