SMS survey design: what to get right

Content and design

Keep it short. Character limits and the nature of texting mean SMS surveys have to be very brief.

Structure each message. Every message should be short, clear and easy to answer quickly.

Simple questions. Use closed questions, such as yes or no or a rating scale, to keep the effort low.

A conversational tone. Keep it friendly. It keeps people engaged and reflects well on your brand.

Two formats

Back and forth. Send one question per text and wait for the reply before sending the next. Give simple instructions, such as "Reply YES or NO".

Link to a mobile survey. Send a short message with a link to a fuller survey in the browser. You keep the text brief and still get a well designed survey. Make sure the linked page works properly on a phone.

Using both lets you choose the right depth for each journey.

The first message

Introduce it clearly. Say what the survey is for and why it matters, and use the customer's name if you can.

Consent and context. Make sure the customer has agreed to receive messages, in line with privacy rules.

Explain the benefit. Tell customers how their feedback will make a difference, and mention any reward.

After the survey

Say thank you. Send an acknowledgement when the survey is complete. Where an answer needs follow up, have a process ready.

Share what changed. Telling customers what you did with their feedback builds loyalty.

Testing

Test the full flow across the main phones and networks before launch. Decide in advance how responses will be recorded and analysed, so insight arrives while it is still useful.

Triggers

• Automatic, by API. The survey is sent after a specific event, such as a closed case.
• Agent triggered. An agent sends the survey as part of a follow up.
• Bulk upload. Surveys are sent to a list uploaded as a CSV file.
• Scheduled. Surveys go out at the times customers are most likely to reply.

Every SMS survey needs a simple way out, such as replying STOP.

Opting out, and the law

Give recipients a simple way to opt out of future messages, such as replying STOP. It respects their choice, and in many countries it is required. Examples include:

• United States: the Telephone Consumer Protection Act (TCPA).
• Canada: Canada's Anti Spam Legislation (CASL).
• European Union: the GDPR and the ePrivacy Directive.
• United Kingdom: the UK GDPR and PECR.
• Australia: the Spam Act 2003.
• New Zealand: the Unsolicited Electronic Messages Act 2007.
• South Africa: the Protection of Personal Information Act (POPIA).
• Singapore: the Personal Data Protection Act (PDPA).
• Hong Kong: the Unsolicited Electronic Messages Ordinance.

This list is not complete and the rules change, so check with legal advisers in each country you send to. It is a summary for context, not legal advice.