What is a good survey response rate?

Achieving reliable research outcomes hinges on an appropriate sample size. An insufficient sample risks generating inaccurate conclusions. Therefore, understanding your survey response rate is crucial for ensuring statistically valid findings that accurately represent your target audience.

We'll show you how to calculate and improve your survey response rate so you can confidently collect the insights you need.

A survey response rate is the percentage of survey respondents who completed a survey out of the total number of people who were invited to complete it. 

Survey response rates are a key indicator of how engaged your target audience is with your survey, directly impacting the significance of your data. A high response rate suggests that your data accurately represents the opinions or behaviors of your sample group. Conversely, a low response rate can point to issues such as ineffective outreach, confusing questions, or survey fatigue.

In addition to response rates, you must know a similar yet distinct term: completion rates.

Response rates and completion rates are often confused. A response rate measures the proportion of people who complete a survey out of the total sample. In contrast, a completion rate indicates the number of surveys finished compared to the total number of surveys initiated.

For online surveys, a “good” survey response rate is between 10% and 30%. Anything above 30% is considered an excellent survey response rate. Acceptable response rates for surveys vary, nonetheless, depending on the audience.

Employee surveys, for instance, often have higher response rates than a general online survey. So, in this case, response rates of 50% or higher are considered “good.” The higher threshold exists because employees are considered a highly engaged group. The audience significantly impacts what is regarded as a “good” response rate.

In technical terms, the question of how many responses you need for your survey to be valid goes straight to the concept of survey sample size. For now, you’re OK knowing that there’s a certain number of survey respondents you need to ensure that your survey is big enough to be reliable or “statistically significant.”

To get to this number, use our sample size calculator or use the handy table below, which will help you understand the math behind the concept.

The first steps in determining the sample size depend on the following factors:

This is pretty simple. Your population is the total target audience or market whose views you’re interested in. It could be anything from the total US adult population to executive women between 25 and 35 years old who hold graduate degrees to homeowners in the Minneapolis-Saint Paul metropolitan area.

This one is a bit trickier. The more straightforward way to look at it is that the closer your sample is in relation to the total population, the more representative your results are likely to be. Since it’s almost impossible to survey 100% of any particular population, the next best thing is a well-designed survey where you have an acceptable level of tolerance for inaccuracy.

Let’s have a look at the table to understand this last point. You’ll notice that if you allow for greater inaccuracy–or margin of error–the recommended sample size gets smaller. If you can live with a 10% margin of error, you only need 80 out of 500 people to respond, as opposed to 220 for a 5% margin or 345 for a 3% margin.

Respondents needed at error of ±3%, ±5%, and ±10%

The level of tolerance for inaccuracy will depend on your confidence in being able to make decisions based on the data you obtain, and of course, on the importance of the decisions you’re making.

Are you surveying your college class about where to hold the Alumni Happy Hour this year? Perhaps you can afford to have a greater margin of error. On the other hand, if you are in charge of divvying up your company’s annual marketing budget, it’s best to keep the margin of error relatively low so that you can be confident that you’re making the best decisions for your team.

Let’s say you want to find out how many people in your region of 10,000 favor a longer school day for children. Let’s also assume that you’re willing to accept an error of ±10%.

You use a sample size of 100 people and find that 70% of your respondents are in favor of a longer school day. Given your 10% acceptable error rate, you can assume that the actual proportion in favor of the longer school day would range from 60% to 80%.

But what if you need to be more precise? The solution to this problem is to increase your sample size to lower your margin of error. 

For example, with a population size of 10,000, you would need 385 survey respondents for a ±5% margin of error.

Related: How to use screening questions in your survey

Survey response rates can be impacted by various factors, including audience, survey length, distribution method, incentives, and mobile-friendliness. Let’s dive into each of the factors that influence response rates. 

A high survey response rate directly impacts the credibility, accuracy, and reliability of research findings. Researchers should strive for high response rates to support decision-making and significance.

Other benefits of high survey response rates include:

When your survey is completed by a large portion of your total sample, it reduces the risk of drawing inaccurate conclusions. A high response rate signals that your target audience was engaged with the survey and also helps ensure the results are truly representative of the group you’re studying. 

While eliminating nonresponse bias is almost impossible, you can minimize it to achieve more accurate survey results. Nonresponse bias occurs when certain demographics are underrepresented in your survey responses, leading to skewed data. A higher response rate correlates with a lower likelihood of experiencing nonresponse bias.

Accurate survey results are crucial for informed decision-making. High response rates, indicative of engaged participants, lead to reliable and credible data. This enhanced trustworthiness is invaluable when presenting findings to stakeholders or guiding business strategies.

Collecting more responses increases statistical power, reducing the impact of random fluctuations on data. A high response rate allows for the detection of statistically significant trends and patterns, as the sample is more likely to represent the target population accurately. 

Remember, higher response rates improve decision-making with more accurate data. Increasing your survey response rate takes strategy and intentional action. Improve survey response rates by following these expert tips.

​​When writing your questions, remember that simplicity is your superpower. Avoid complex jargon or flowery language. Instead, use plain, straightforward terms so participants don't have to pause and decode what you mean.

Furthermore, every survey should have a single, laser-sharp focus. Resist the urge to sneak in extra questions about unrelated topics. This keeps the content relevant, the length manageable, and helps guarantee that respondents see the finish line.

Don't make participants guess why they're spending their valuable time answering your questions. Transparency is a major trust-builder. Always explain exactly what problem you're trying to solve and how their input will be used. Showing them the value of their contribution encourages participation.

Let's be honest: people's time is precious, and asking them to complete a survey is asking for a favor. That's where a well-chosen incentive comes in. Offering a small token of appreciation works wonders as a powerful motivator. It transforms the request into a mutually beneficial exchange, which is why researchers and businesses rely on them to guarantee those high response rates.

Generic emails feel like spam—they're easy to ignore. To cut through the noise, personalization is an absolute must-do. By using the participant's name and tailoring the opening message slightly, you immediately transform a generic request into a direct invitation. This simple personal touch signals that you value their specific opinion, making them feel seen and significantly boosting the chances they'll click through and complete the survey.

Timing is everything, especially when you're competing for space in a crowded inbox. Strategically, the best window for your initial invitation is often early in the work week. To maximize your reach, plan to send one or two gentle follow-up reminders several days after the first—this subtly brings the survey back to the top of their queue.

Given how much time people spend checking emails, scrolling the web, and tapping through messages on mobile, your survey must be designed for mobile. A mobile-friendly experience removes friction, allowing participants to complete your questionnaire while they're on the go. This simple act of convenience is the fastest way to boost engagement and response rates—make it easy, and they will answer!

Before you hit 'send' to your entire list, we highly recommend doing a quick, low-stakes test run with a small sample group. This step gives you the chance to spot confusing questions, confirm the layout feels intuitive, and ensure everything is technically working smoothly before your official launch. 

It’s pretty simple to calculate your survey response rate once you have the information you need. Here’s the formula to use:

Survey response rate = (Number of completed surveys ÷ Number of people invited) × 100

Let’s say you sent the survey to 1,000 customers, and 300 customers completed it. Using the formula, we get:

(300 ÷ 1,000) × 100 = 30% response rate

This rate is considered a “good” survey response rate, being at 30%. It means that 30% of the invited participants provided usable feedback. 

Now that you understand what survey response rates are and why they matter, you can proceed. With this information and details on factors that influence response rates, you’re ready to start sending surveys. 

Looking to increase response rates? SurveyMonkey can help. SurveyMonkey offers practical guidance and an easy-to-use survey builder. Get the data and insights you need with our survey platform and discover all of the features needed to create an online survey in minutes.

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