What is a good response rate for a survey?
Updated: 25 August 2026
A survey response rate shows what proportion of survey recipients completed the survey. It is an important metric when evaluating both the success of a survey and the usefulness of its results.
However, there is no universal definition of a good response rate. It depends on factors such as the target audience, survey topic, distribution channel, and how relevant respondents consider the survey to be. In many large-scale customer surveys, a response rate of 10-20% can be considered good. In more targeted customer surveys, the response rate may be higher, for example 20-30% or more. For employee surveys, the target level is typically much higher: the response rate should be at least 50%, and a good target is often above 70%.
Most importantly, do not focus solely on the percentage. A response rate should always be considered together with the number of responses and the representativeness of the respondent group. Only then can you assess how reliable the results are for decision-making purposes.
What does response rate mean?
A survey response rate indicates what proportion of survey recipients completed the survey.
It is calculated as follows:
Response Rate = (Number of Responses / Number of Delivered Surveys) × 100
A response rate should be calculated based on the people who received the survey. If some email invitations bounce back due to invalid addresses, these hard-bounce addresses should be removed from the recipient list before calculating the response rate. Otherwise, the response rate may appear lower than it is, even if the survey successfully reached its intended audience.
For example, if a survey is sent to 1,000 people, 900 successfully receive it, and 300 complete it, the response rate is 33%. In this case, the calculation is based on the number of delivered surveys rather than the original distribution list.
Not all surveys allow a response rate to be calculated. For example, when a survey is shared via a public link, the exact number of potential respondents is usually unknown.
In practice, a response rate should always be interpreted in relation to how the survey was conducted, not as an isolated number.
What is a good response rate?
A good response rate always depends on context. Customer surveys and employee surveys often have very different benchmarks. Therefore, response rates should be evaluated based on the purpose of the survey, the target audience, and the distribution method.
Response rates in customer surveys
| Response rate | How to interpret the result |
|---|---|
| Under 10% | Generally considered low. Results should be interpreted with caution, paying particular attention to who responded. |
| 10-20% | A good and realistic level for many large-scale customer surveys. |
| 20-30% | A good level for smaller or more targeted customer surveys. |
| Above 30% | An excellent level, especially when the survey targets a defined customer group. |
Response rates in employee surveys
| Response rate | How to interpret the result |
|---|---|
| Under 50% | A low level that typically does not provide a sufficiently comprehensive picture of employee sentiment. |
| At least 50% | The practical minimum for obtaining sufficiently representative results. |
| Above 70% | A strong target level for employee surveys. |
What does this mean in practice?
The benchmark tables above should not be interpreted too literally. For example, in a large customer survey, a 20% response rate can be an excellent result if the number of respondents is high and they represent the target audience well. In a smaller target group, the same percentage may indicate that too few people responded.
A good response rate is not a fixed target number but a relative metric. A more valuable question to ask is: Did we collect enough diverse and representative feedback to draw reliable conclusions?
Why does a good response rate vary?
Several factors influence response rates, which is why the same benchmark does not apply in every situation.
For example:
- A narrowly defined target audience often produces higher response rates than a broad distribution.
- A strong customer relationship between the survey organiser and respondents can increase willingness to participate, whereas a weaker relationship may reduce engagement.
- The feedback collection channel matters. In email and SMS surveys, response rates can usually be evaluated based on how many recipients received the survey. In contrast, surveys shared on websites or via public links rarely allow accurate response-rate calculations because the number of people who viewed the survey is unknown.
Response rates should therefore always be compared with similar surveys aimed at the same audience and distributed through comparable channels.
Response rates by survey type
Customer surveys
In customer surveys, a good response rate largely depends on the size and nature of the target audience. In large-scale customer surveys, 10-20% is often a realistic and positive result. In smaller, highly targeted surveys, response rates may reach 20-30% or even higher.
An important question is not only how many people responded, but also who responded. If responses are concentrated within a specific customer segment, the results may be biased.
Employee surveys
Employee surveys generally require significantly higher response rates than customer surveys. A response rate of at least 50% is typically considered the minimum level needed to gain a sufficiently comprehensive understanding of employee sentiment. A good target is often above 70%.
Even a high response rate alone is not enough. The survey should also reach the intended respondent group across teams and departments.
B2B surveys
In B2B surveys, the number of respondents may be lower, but the value of each response is often greater. When respondents include key customers or decision-makers, even a smaller response rate can provide highly valuable insights.
B2C surveys
In consumer surveys, response rates can vary considerably. The audience is broader, and motivating participation may be more challenging.
In practice, the value of the results often comes from the number of responses and recurring patterns rather than the percentage alone.
How can you improve survey response rates?
Response rates are primarily influenced by how easy and meaningful it is to participate.
Common ways to improve response rates include:
- Keeping the survey clear and appropriately short
- Ensuring the survey is mobile-friendly
- Targeting the right audience
- Using multiple feedback collection channels
- Sending effective communications and reminders
Individual improvements can increase response rates, but the greatest impact comes from the overall survey experience.
In practice, this means reviewing the survey from the respondent’s perspective: Is participating easy, fast, and worthwhile?
How does Webropol support successful surveys?
Webropol helps organisations create surveys that are both easy for respondents and valuable for decision-makers.
With Webropol, you can:
- Create clear surveys aligned with your brand
- Target surveys to the right audiences
- Monitor response volumes in real time
- Send survey reminders
- Analyse and report results easily
When a survey is designed properly from the outset, responding feels natural, and response rates improve.
Summary
A good survey response rate depends on the context. In many large-scale customer surveys, 10-20% can be considered a good result, while anything above 20% may already be excellent. In more targeted customer surveys, 20-30% can be considered good, and above 30% excellent. For employee surveys, response rates should be at least 50%, with a target often exceeding 70%.
Response rate is an important metric, but it is not enough on its own. What matters more is that:
- There are enough respondents
- Respondents represent the intended target audience
- The results can support decision-making
When these conditions are met, a survey generates genuinely valuable insights that can support data-driven decision-making.
Explore Webropol’s survey and reporting platform.
Frequently asked questions about survey response rates
What is a good survey response rate?
A good response rate depends on the survey type and target audience. In large-scale customer surveys, 10-20% can be a good result, whereas in more targeted customer surveys, a good response rate may be 20-30% or higher. In employee surveys, the response rate should be at least 50%, with a target often above 70%.
How is a response rate calculated?
A response rate is calculated by dividing the number of respondents by the number of recipients who received the survey and multiplying the result by 100. If some invitations bounce due to invalid email addresses, these hard-bounce addresses should be removed from the recipient count before calculating the response rate.
Why do response rates vary between surveys?
Response rates are influenced by factors such as the target audience, survey topic, distribution channel, timing, and ease of participation. As a result, the same percentage may be considered good in one situation and weak in another.
What is a good response rate for a customer survey?
In large customer surveys, 10-20% is often a good and realistic response rate. If the survey is directed at a smaller and more targeted customer group, a good response rate may be 20-30% or more.
What is a good response rate for an employee survey?
Employee surveys generally require higher response rates than customer surveys. The response rate should be at least 50% to provide a sufficiently comprehensive view of employee sentiment, while a good target level is often above 70%.