Deploying the MRI Benchmark Assessment to Respondents

Deploying the MRI Benchmark Assessment
When deploying the MRI Benchmark Assessment, it’s best to use an email address from within your company. This helps avoid issues with emails being blocked, marked as spam, or ending up in junk folders, ensuring that respondents receive the assessment reliably. The process is also quick and easy, especially if you already have existing email groups set up in your system.

Here are 6 Tips - Creating your email for impact

1. Clear Purpose - Explain why the recipient is receiving the assessment. Emphasize the benefit to them or the organization, not just the process. Example: “Your input will help us understand what’s working well and identify opportunities to improve our performance.”

2. Simplicity & Brevity - Keep the email short and to the point. People are busy, long emails reduce completion rates.

3. Actionable Instructions - Tell them exactly what to do: click a link, complete the assessment. Include any deadlines or time estimates. Often a reward for quick completion can support a high response rate.

4. Reassurance - Let them know it’s confidential, quick, and easy. Reduce any friction: e.g., no need to create an account, it’s mobile-friendly.

5. Company Credibility / Authority - Mention that it’s an internal initiative supported by leadership. Helps respondents see it as important, not just another email.

6. Gratitude & Motivation - Thank them in advance for their time. Remind them that their input directly shapes improvements.

Here are a number of scripts you could use:

SCRIPT 1

Subject: Your Input Matters – MRI Benchmark Assessment

Body:

Dear {{first_name}},

Our performance and growth depend on how well we understand and meet the needs of our customers. The more insight we have into our customers, the more successful we can be – and your perspective is essential.

We invite you to participate in a brief MRI Benchmark Assessment. Your opinion truly matters, and it’s important that we achieve 100% participation.

Logistics:

The assessment takes approximately 25 minutes to complete.

Confidentiality:

Your responses are confidential – no one in the company will see individual answers.

Getting Started:
Click the link below to begin:
[Place the Public link to the Assessment here]

Completion Date:

Please complete the assessment within 7 working days from receiving this email.

Thank you for taking the time to share your insights – your input makes a real difference. Any issues please come back to me

Best regards,
[Your Name]
[Your Position]

SCRIPT 2 

Subject: Help Shape Our Future – Take the MRI Assessment

Body:

Hi Team,

Our success over the next few years depends on one critical capability: how responsive we are to our customers, our markets, and change itself.

To measure and strengthen this, we’re asking everyone to participate in the Market Responsiveness Index (MRI) — a short, evidence-based assessment that helps us understand how well we’re positioned to execute our strategy and adapt to future opportunities. 

This isn’t a typical employee survey. The MRI provides data-driven insights into how our culture, systems, and leadership support customer-focused performance. It highlights what’s working and where we can improve to become an even more agile, customer-responsive organization.

Key Details:

⏱ Takes about 25 minutes

🔒 Responses are anonymous and combined with all participants

📊 Results analyzed with MarketCulture experts to provide actionable insights

Your honest input is essential — every voice matters. Please complete your MRI assessment by DATE

Link to the assessment

[Place the Public link to the Assessment here]

Thank you for your time, insights, and commitment to our shared success. Let’s discover together how responsive we really are.

Best regards,
[Your Name]
[Your Title]