People are more likely to respond when they’re in the right mindset and have the time to participate. Understanding your audience's habits, preferences, and schedules is crucial for maximizing response rates. Beyond just timing, factors like the complexity of your survey, the type of incentive offered, and the frequency of your survey distribution can all impact engagement.
Industry-specific habits also play a major role in survey timing. For instance, understanding when your target audience is most active, whether it's professionals in the morning or consumers during evenings or weekends, can help you pinpoint the best time to send your survey. Additionally, the context of the survey matters—people may be more willing to engage if they’re in a relaxed state of mind or if your survey is tied to a recent experience. Here are some general best practices to keep in mind:
Research generally shows that weekdays tend to yield higher response rates than weekends, as people are more focused on their tasks and routines during the workweek. Surveys sent at the beginning of the week, particularly on Monday, often see increased engagement as people catch up on their emails. Midweek, like Tuesday and Thursday, can also be effective, as individuals are typically in a steady workflow. Fridays, however, can be less optimal, as many people are shifting their focus toward the weekend, which may result in lower engagement.
Within the workweek, early mornings (before 10 AM) and late afternoons (around 3 PM to 6 PM) are often effective times to distribute surveys. Sending surveys early in the morning allows your email to be among the first recipients see, while late afternoon sends can catch individuals as they are winding down their day and may have more time to engage.
It’s commonly recommended to avoid sending surveys during the holiday season, for example, the last two weeks of December and the first week of January. Many experts suggest this is because people are distracted with personal plans, work schedules are lighter, and response rates tend to drop.
However, this widely held advice might not always be entirely backed by empirical evidence. Some studies show that surveys sent during holiday periods, like Thanksgiving, often yield response rates similar to those sent at other times of the year. While there may be a slight dip in response rates, especially for more complex questions, the difference in completion rates for simpler surveys is negligible. Even though the holiday season might lead to minor variations in data quality, it doesn’t completely hinder survey efforts - especially when the survey is straightforward or quick.
Device usage also plays a role in survey response rates. People check emails on different devices depending on the time of day and day of the week. Mobile surveys tend to get more responses on weekends, while desktop surveys see better results during the week. Understanding how your audience engages with their devices can help you optimize both the timing and format of your surveys for better completion rates.
Aligning your survey timing with a clear objective is key to gathering the most relevant and actionable feedback. Here are some examples:
Customer satisfaction surveys: Send surveys shortly after key customer interactions, such as purchases or support requests, to ensure feedback is fresh. Waiting too long can make people forget the details, leading to less helpful feedback.
Market research surveys: Timing depends on the research phase and industry cycle. For example, in retail, sending surveys before key shopping seasons like Black Friday can provide valuable insights into consumer behavior. Consistent timing across research intervals is important to track changes in customer preferences.
Post-event surveys: Send surveys immediately after an event—whether a webinar, conference, or product launch—while the experience is fresh in your audience’s mind. Research suggests that sending surveys within 24 hours of an event yields more accurate feedback compared to waiting too long.
While it’s tempting to send frequent follow-ups to increase response rates, sending too many reminders can lead to fatigue and resentment from your audience. A good rule of thumb is to wait 3–5 days before following up. This gives recipients enough time to complete the survey, while also ensuring that the request doesn’t feel like a constant barrage of reminders.
If you’re surveying an international audience, be mindful of time zones when scheduling follow-up reminders. For global respondents, you want to send reminders at local peak hours. As the deadline for survey completion approaches, you might want to send a final reminder to those who haven’t yet participated. This final email can stress urgency, perhaps offering a last-chance incentive (e.g., a gift card).
A/B testing is a great way to find the best time to send your surveys. By trying out different send times and analyzing the responses, you can figure out what resonates most with your audience. As Mailchimp highlights, factors like location, industry, and user behavior all influence engagement. The ideal timing can vary depending on your audience and the type of survey, so it's important to stay flexible and experiment to find what works best for your specific needs.
