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Example Play: Email Invitation

Craft a compelling email invitation before you send it out to potential participants.
REQUIRED: Before sending any email communication, be sure to Remove Ineligible Contacts from your list of recipients.


Step 1: Craft Invitation Copy

Clear subject line: Your subject line should be concise, descriptive, and appealing. The recipient should know what the email is about and who it is from. We’ve found better response rates with questions in the subject!
Include the recipient’s name: Whenever possible, include the recipient’s name to personalize the email.
Introduce yourself: Our customers like to talk to us! Introduce yourself as a researcher/designer at ABC Inc. to increase your response rate.
Explain the purpose of your research: Provide a brief explanation of your research, including the problem you're trying to address and why it's important. Including words like “product team” and “engineers” can be appealing to our customers!
Clearly state what is expected of participants: Be clear about what the research entails, what the participant's role will be, and the expected time commitment. It may be valuable to include a time frame for participation as well, especially if you are working on a short deadline.
Provide a clear call to action: Include a link for recipients to participate. For unmoderated activities, link directly to the activity, for calls or other moderated activities, include a link to schedule a time on your calendar.
Remember to keep your email concise and to the point - avoid using jargon or technical terms that may confuse recipients. Also, make sure to proofread your email before sending to ensure there are no errors or typos.

Step 2: Craft Email Reminder Copy

Adjust your invitation email:
Revise the subject & introductory sentence to acknowledge this is a reminder.
Trim any excess copy so the message is even more concise!
Adjust any reference to time frame based on your new send date.
Send the reminder 2–5 business days after the invitation. Pick the reminder date based on your research time frame.
Remove participants from the reminder list! If you are using our automated tools, this will happen automatically, but if you are sending manual reminders, make sure to exclude those who have already participated.

Sample Invitation Email - Moderated Call

Subject: Reminder: ABC looking for feedback on improving [topic]
Hi again Customer name,
Our product team is still looking to learn more about how our customers purpose of research.
Are you available for a 30 minute call this week?
[Schedule Time]
Thank you for your time, and I look forward to hearing from you!

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