Reference table
Survey response rate benchmarks by channel
A reference table of average and good survey response rates across eight channels, from SMS and transactional NPS or CSAT surveys to cold email and always-on website widgets. Use it to tell whether a low response rate is a real problem or just normal for the channel you sent it on. The ranges come from 2025 benchmarks published by SurveySparrow, Clootrack and askattest. If you sit below your range, a shorter survey or a short conversational interview in Koji is a good next test.
Where this appears
What's in this reference table
| Channel | Average response rate | Good or better |
|---|---|---|
| Overall online surveys | 20 to 30% | 30%+ is good |
| B2B email surveys | 10 to 15% | 25%+ is good |
| B2C email surveys | 15 to 25% | 30%+ is good |
| NPS and CSAT (transactional) | 25 to 40% | 40%+ is exceptional |
| In-app micro-surveys | 10 to 25% | 30%+ is good |
| SMS surveys | 45 to 60% | 60%+ is exceptional |
| Cold email outreach | 1 to 10% | 10%+ is exceptional |
| Always-on website widget | 3 to 5% | 7%+ is exceptional |
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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/online-survey-response-rate-benchmarks-average-and-good"><img src="https://www.koji.so/visuals/online-survey-response-rate-benchmarks-average-and-good/online-survey-response-rate-benchmarks-average-and-good.png" alt="Table of survey response rate benchmarks by channel, from SMS surveys at 45 to 60% down to always-on website widgets at 3 to 5%." width="1200" height="835" /></a>
<p>Source: <a href="https://www.koji.so/visuals/online-survey-response-rate-benchmarks-average-and-good">Survey response rate benchmarks by channel</a>, Koji</p>
