Often the first phase in recruiting test participants for either on- or offline research is send a mailing with a screening questionnaire to potential participants. The goal of the mailing is to get as many responses as possible. In other words: you want a high conversion rate.
Recently halfway through mailing a limited set of potential participants, the desired response was far below target. Focusing on the e-mail’s subject, body text, call to action and the incentive we were able to increase the conversion rate of the mailing by a whopping 330%. Here is what we changed.