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E-Mail Contacts

A Test of Complex Graphical Designs in Survey Research

Michael E. Whitcomb

Wesleyan University mwhitcomb{at}wesleyan.edu

Stephen R. Porter

Wesleyan University sporter{at}wesleyan.edu

A web survey of high school students was used to understand how the visual design of the e-mail contact affects survey response. Respondents were contacted with one of six e-mail designs that varied by format (text vs. HTML), color of background (white vs. black), and graphical design (simple vs. complex). The results indicate that e-mails with nonwhite backgrounds and complex graphical designs can suppress response rates more than 5 percentage points.

Key Words: web surveys • e-mail contact • e-mail appearance • response rates

Social Science Computer Review, Vol. 22, No. 3, 370-376 (2004)
DOI: 10.1177/0894439304263590
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This article has been cited by other articles:


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 Social Science Computer ReviewHome page
C. A. Klofstad, S. Boulianne, and D. Basson
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 Social Science Computer ReviewHome page
S. R. Porter and M. E. Whitcomb
E-mail Subject Lines and Their Effect on Web Survey Viewing and Response
Social Science Computer Review, August 1, 2005; 23(3): 380 - 387.
[Abstract] [PDF]