Although I know that personification of otherwise inhuman corporations is always a bonus and is sure to increase some sort of return, I was wondering if you could define the term “response rate” for me. That term can be construed in many different ways – so it would be good to get a real, true, understanding of the figures and how they were gained.

I did a related A/B test a few months back. I was surveying some of our users anyway, so I sent half my email list a standard survey request and the other was slightly more personal and included my name and picture.

Although there was *not* a significant difference in the survey response rate, I did receive several dozen direct, personal email responses (some took the survey, some did not) giving us suggestions and/or praising our service. About 98% of those were responses to the more personalized invitation with my name and pic. Almost all addressed me by name.

I think they felt their feedback would actually matter, since they were addressing a real person.

Do Rypple have a before & after screenshot comparison of the emails, and perhaps a few more details on the numbers involved in the 15 – 20% improvement? I’d love to hear more on this.