Virtual Incentives recommends improving both the invitation and the reward when trying to recruit survey participants. Its August 2018 guide sets out three areas of focus: reaching the right audience, explaining the value of participation and offering a suitable incentive.

The company suggests selecting relevant recipients and keeping invitation subject lines and messages brief and personal. The aim is to make the request understandable and visible rather than sending the same generic email to every contact.

Its second recommendation is to explain how the feedback could improve the participant’s experience. Virtual Incentives advises describing the purpose of the research in terms the recipient can relate to, alongside the benefit to the commissioning organization.

For incentives, the guide discusses digital gift cards and prepaid options, with a curated merchant selection allowing respondents to choose. It emphasizes simple claiming instructions and delivery soon after the survey is completed.

Virtual Incentives also recommends keeping the sponsor’s identity visible in the reward message. Together, the invitation, explanation and delivery process are presented as parts of a coherent participant experience.