Why Incentivized Campaigns Get Better Results

Many unsuccessful survey campaigns have one thing in common - a low volume of responses. No matter how thorough your survey questions are, if you don't get a large enough number of answers over the duration of your campaign, the consequence is the potential for a biased result. In this post, we're going to look at how the use of incentives can improve the results of research and feedback survey campaigns.

Incentivized users respond at higher rates.

Both the American Statistical Association (ASA) and the American Association for Public Opinion Research (AAPOR) agree that incentives increase survey responses. More importantly, they note how incentives lead to a return on investment (ROI) by reducing the number of attempts it takes to get a response from a survey recipient.
Incentives can not only help you get a higher response to your surveys, but they can also help you get more response for any incentivized marketing campaign. For example, you can offer incentives to do the following.
  • Get more potential car buyers to test drive cars at your automotive dealership.
  • Get more potential homebuyers to tour an open house. 
  • Get more potential customers to watch your sales video. 
  • Get more potential users to test drive your product. 

Incentivized users reply faster.

In addition to receiving more responses for your surveys or other marketing campaigns, users will also reply faster to incentivized surveys and marketing campaigns. Hence, if you have an initiative that requires a quick turnaround, such as a market research campaign for a product you want to launch for next quarter, incentives are the answer.

The reason for this can be found in a social media study. 56% of social media users said they suffered from FOMO - they were afraid of missing out on important news, events, and updates. The same can be said for people who receive an offer to participate in an incentivized campaign. Their innate urge to avoid "missing out" on the reward would lead them to complete the objective of the campaign (such as answer a survey) in order to get their gift card, leading to a faster response time than if there were no incentive.

Incentivized users provide better answers.

One myth about incentivized surveys is that recipients will only answer the survey in order to receive the reward, leading to answers from people who are not as into your brand as you'd like them to be. But like most myths, this one can be busted. You're not getting answers from people who just want a reward. You're getting answers from people who know you value their insights, thanks to the offer of an incentive for completion of the survey or feedback form. 

Think of it in terms of quality of work. Typically, you pay more for higher quality work - products, services, etc. The same can go for survey question answers and other campaigns - if you pay users in the form of a reward, they will give you a higher quality for participation.

Incentivized users remember being rewarded.

Research and statistics about customer loyalty have revealed that customers love personalized experiences and rewards. In particular, studies in retail marketing, sales, and customer experience reveal.
  • 80% of customers are more likely to do business with a company that offers personalized experiences. 
  • 75% of customers want to be rewarded for their engagement with a brand beyond the purchase.
  • 75% of consumers want to be rewarded for activities like a brand video or taking a survey.
In other words, a large percentage of your customers will likely appreciate a personalized invitation to an incentivized marketing campaign or survey. That kind of positive experience can spark the beginning of a long, profitable relationship with loyal customers.

Want to see how incentives can boost the response rate for your surveys and marketing initiatives? Sign up for a free Teakah account.