A small tip speaking of personal experience in building reports- The reason you have good open rates but not good enough form fills is because people don't like to be part of things randomly...even with incentives,
You must first get conversational about your objective with this report in the msg you send, tell them how it's going to make a difference in their life, get their opinions and then use that form if there is one.
Would not suggest having a form in the first place, cause having a form only makes sense when you have too many fields/questions,
If you have too many questions, it means you have not researched your audience enough to know exactly what to ask them
Think about how you would get into a conversation with your friend, it is the key to having valuable conversations