SMS survey design considerations
Designing an SMS survey requires leveraging the unique characteristics of mobile communication to gather feedback while effectively maintaining engagement and convenience for respondents.
Given the constraints and possibilities of SMS, here are some key considerations:
Survey Content and Design
Survey Length
1Conciseness
Due to character limits and the medium’s nature, keep SMS surveys very short.
2Clear Structure
Ensure each message is concise, well-structured, and comprehensible to facilitate quick responses.
Question Types
1Closed-Ended Simplicity
Use simple, closed-ended questions (e.g., yes/no, rating scales) for quick completion. This minimizes response effort and confusion.
2Conversational Tone
Maintain a friendly and conversational tone to keep engagement high and reflect positively on your brand.
Design Options with Links
1Link to Detailed Survey
Consider including a link to a longer, more visually appealing survey that can be accessed via a mobile browser. This allows you to benefit from a comprehensive, well-designed survey interface while keeping the initial SMS interaction brief.
Introductory Message and Benefit Communication
Engaging Start
1Clear Introduction
Begin with a brief message introducing the survey, stating its purpose, and highlighting its importance. If possible, personalize the message with the recipient’s name.
2Consent and Context
Please clearly inform recipients about the nature of the survey and establish consent to receive messages, respecting privacy regulations.
Communicate Benefits
1Value Proposition
Emphasize any benefits, such as helping improve services or the chance to win a reward if applicable. Clearly explain how their feedback will make a difference.
By considering these elements, an organization can leverage SMS as an effective survey tool, with options for deeper engagement through linked surveys or straightforward interaction through SMS replies. This dual approach optimizes response rates and enriches feedback quality.
Survey Content and Design
Response Method
1SMS Back-and-Forth (Ping Pong)
Allow respondents to participate using an asynchronous back-and-forth method. This involves sending one question per text and allowing users to respond before the next question is sent.
2Simple Instructions
Provide clear instructions on how to respond (e.g., “Reply YES or NO”) to facilitate smooth interaction.
Mobile Accessibility
1Device Compatibility
Ensure that any links sent in SMS are mobile-friendly, leading to responsive and easy-to-navigate surveys.
Unsubscribe and Compliance
1Opt-Out Options
Provide a simple mechanism for recipients to opt out of future messages, such as replying with "STOP", to comply with regulations and demonstrate respect for their preferences.
Feedback and Follow-Up
1Immediate Acknowledgment
Send an acknowledgment or thank-you message upon survey completion. If responses warrant further follow-up, have a process in place for addressing concerns or questions promptly.
2Result Sharing
Consider sharing insights or results from the survey to show transparency and appreciation, thereby strengthening loyalty.
Testing and Monitoring
1Pre-launch Testing
Conduct tests to ensure the process is seamless and intuitive across all major mobile devices and carriers.
2Data Analysis Plan
Clearly define how responses will be recorded and analyzed to ensure timely and actionable insights.
SMS Trigger Mechanisms
Automatic Trigger via API
SMS surveys can be triggered automatically after specific events using an API call.
Manual Trigger by Agent
Agents can manually send SMS surveys as part of follow-up processes.
Bulk Sending via
Flat File or .CSV Upload
Similar to email, SMS surveys can be sent in mass using an uploaded file.
Scheduled Surveys
SMS surveys can be scheduled to reach recipients at optimal times.
Regulatory requirements
Regulations regarding SMS marketing and the requirement for opt-out mechanisms vary by country. Here's a list of some countries where it's generally required that commercial organizations provide an option for recipients to opt out of marketing SMS messages:
1United States
Under the Telephone Consumer Protection Act (TCPA), organizations must provide an opt-out method in their marketing messages.
2Canada
The Canadian Anti-Spam Legislation (CASL) requires businesses to include an opt-out mechanism in their commercial electronic messages, including SMS.
3European Union
The General Data Protection Regulation (GDPR) alongside the ePrivacy Directive requires that individuals have the right to object to direct marketing, which includes SMS.
1Australia
The Spam Act 2003 mandates that commercial SMS messages include a functional unsubscribe facility.
2United Kingdom
Following GDPR and its local adaptations, businesses must provide an opt-out option for recipients of marketing messages.
3New Zealand
The Unsolicited Electronic Messages Act 2007 requires that all commercial electronic messages, including SMS, must contain an unsubscribe facility.
1South Africa
The Protection of Personal Information Act (POPIA) obliges organizations to give recipients the option to opt-out of direct marketing communications.
2Singapore
The Personal Data Protection Act (PDPA) includes provisions for an opt-out mechanism for SMS marketing.
3Hong Kong
The Unsolicited Electronic Messages Ordinance requires an unsubscribe facility in marketing SMS.
Conclusion
This list is not exhaustive, and the specifics can change, so it's advisable for businesses to consult legal experts or regulatory authorities in the respective countries to ensure compliance with local laws and regulations.
