Web Survey Bibliography
Title Experiments with Email Formatting
Author Lawrence, S., Phillips, B. T.
Year 2014
Access date 28.08.2014
Abstract
Email is essential to the success of many web surveys, facilitating easy completion. Despite the importance of email to web surveys, the nature of email invitations has received
surprisingly little attention. We suggest that extensive formatting lowers response rates and recommend using minimal formatting, comparable to a typical person to person email, due to display problems and resemblance to bulk email. We present the results of random assignment experiments on the impact of email formatting on survey response, conducted on elite populations. Experiment 1 tested two conditions in an email reminder: extensive and elegant HTML formatting against minimal HTML formatting (a scanned signature was included but otherwise the email appeared as text-only). The minimal formatting condition yielded more responses. Experiments 2 and 3 will be fielded in late 2013. Experiment 2 replicates Experiment 1 in an email invitation (as opposed to a reminder), comparing extensive HTML formatting against minimal HTML formatting. We repeat the treatment conditions of Experiment 1 to determine whether the results hold true for invitations. It is at least arguable that an extensively formatted invitation serves to enhance the legitimacy of the request by emphasizing the authority of the requestor and may enhance response to later reminders. Experiment 3 extends to the logic of Experiment 1 by comparing the minimal formatting used previously against Outlook-style formatting used by the sender in ordinary person to person email. Experiment 4 used a two-way crossed design. Based on marketing literature, the treatment conditions varied mentioning the subject’s name in the subject line in the email vs. not and including a photo of the sender vs. not. Consistent with our hypothesis, features inconsistent with ordinary email (photo and name mentioned in subject line) had fewer responses. Interestingly, personalization of the subject line generated higher open rates but fewer completions.
Access/Direct link
Year of publication2014
Bibliographic typeConferences, workshops, tutorials, presentations
Web survey bibliography - The American Association for Public Opinion Research (AAPOR) 69th Annual Conference, 2014 (20)
- Investigating Response Quality in Mobile and Desktop Surveys: A Comparison of Radio Buttons, Visual...; 2014; Toepoel, V.; Funke, F.
- Assessing the Impact Device Choice Has on Web Survey Data Collection ; 2014; Hupp, A.; Schroeder, H. M.; Piskorowski, A.D.
- Understanding Mobility: Consent and Capture of Geolocation Data in Web Surveys; 2014; Crawford, S. D.; McClain, C.; Young, R.H.; Nelson, T. F.
- Instant Interactive Feedback in Grid Questions: Reminding Web Survey; 2014; Kunz, T., Fuchs, M.
- What Does the Satisfaction with Democracy Measure Mean to Respondents in Different Countries? How Cross...; 2014; Behr, D., Braun, M.
- Using Eye Tracking to Evaluate Email Notifications of Surveys and Online Surveys Collecting Address...; 2014; Olmsted, E. L., Nichols, E. M.
- Respondent Processing of Multiple Images throughout a Web Survey; 2014; Charoenruk, N., Stange, M.
- Using Eye Tracking to Examine the Visual Design of Web Surveys; 2014; Zhou, Q., Ricci, K., Olson, K., Smyth, J. D.
- Achieving Balance: Understanding the Relationship between Complexity and Response Quality; 2014; Kirchner, A., Powell, R.
- Question Grouping and Matrices in Web Surveys: Using Response and Auxiliary Data to Examine Question...; 2014; Bilgen, I., Stern, M. J.
- The Grouping of Items in Mobile Web Surveys; 2014; Mavletova, A. M., Couper, M. P.
- Evaluating the Efficacy of Mixed-Mode Intercept Surveys for Complex Questionnaires; 2014; Puniello, O. T.
- Experiments with Email Formatting; 2014; Lawrence, S., Phillips, B. T.
- Sequential or Simultaneous Multi-Mode? Results from Two Large Surveys of Electric Utility Consumers; 2014; Jackson, C., Ledoux, C.
- Correlates of Attrition in the German Internet Panel: Drop-Outs and Sleepers; 2014; Blom, A. G., Beissel-Durrant, G.
- Survey Breakoff in Online Panels; 2014; McCutcheon, A. L.
- Measuring Nonresponse Bias in Web Surveys: The Role of Health Status; 2014; Zhang, M.
- Providing a Deadline for Response: Results from Two Recent Experiments; 2014; Kaiser, A., Walston, J. T., Medway, R., Ye, C., Tourangeau, R.
- Respondents Playing Fast and Loose?: Antecedents and Consequences of Respondent Speed of Completion; 2014; Thomas, R. K., Barlas, F. M.
- A Glimpse Inside the Mind of a Respondent: Using Paradata to Improve Online Surveys; 2013; Pape, T.; Barron, S.