Of course we’re battling survey fatigue.

Buy a toaster online and an email plops into your inbox asking you to rate your “shopping experience”.

Phone your mobile company, and a set of questions gauging your satisfaction arrive afterwards by text.

You can’t even visit the theatre or go on holiday without being subjected to a survey in the foyer or departure hall.

Quite simply, people are bombarded with surveys these days. If they answered them all, it would be an (unpaid) full-time job.

It’s no wonder more and more consumers ignore the lot. A recent survey by Customer Thermometer states that only 9% of consumers take the time to answer feedback requests thoughtfully.

Ironically, customers are being told that these surveys are there to help improve their experience – when in reality, pestering them for feedback often makes them think less of the brand in question.

Worse still, people are being dropped into generic marketing email lists after writing a review – providing customers with a continual reminder of what that brand thinks of them.

Banner ad promoting the More Content, Less Surveys Ebook

So how did we get into this mess?

Brands knew that customer feedback was gold dust. They figured that if their customers took time to share their opinion of their product or service, they would feel more connected to the brand.

The rise of cheap ways to contact people, like emails and texts, meant that it was easier than ever for brands to reach their customers. So they started contacting them. A lot.

So how and when can we contact people to avoid contributing to survey fatigue?

First, you do your research. Or rather, you let us do it for you.

Here are the facts:

  • According to Customer Thermometer, 74% of online buyers stated that they’d be most likely to provide feedback in the form of online surveys and feedback forms.
  • Their preferred channel of communication is email.
  • Customers prefer to give feedback straight after a complaint was resolved.
  • Otherwise, the best time to ask for feedback is after the customer has had time to use the product (this changes per product).
  • When it comes to customer reviews, we’re constantly testing and optimising in order to maintain our response rates – you can’t assume that what you have will work forever.
  • Direct subject lines, a clear value proposition in the body of the email and thought through CTAs all impact response rates.

What happens when you follow these principles?

You collect more feedback. And when you collect more feedback, you make more sales.

For reference, here’s our review collection performance, and the effect that has on our clients’ conversion rates:


If you want to collect feedback, and not contribute to survey fatigue, keep these principles in mind. As you can see, it’s worth it.

You can find more analysis like this, and our top tips to combat survey fatigue, in our latest ebook. It’s called How to collect more content with less surveys and right at the back, there are six golden rules you can start following NOW to collect more content and get friendlier with your customers.

How to combat survey fatigue