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Creating a Customer Feedback Email People Will Respond To


Collecting qualitative, useful feedback from your customers is a meaningful way to gain insight into improving your products, services or business. While there are many channels you can use to start this conversation with your audience, email is probably the most successful.

By simply sending the right feedback email to your customers, you’ll be able to learn how your business is excelling, where you’re missing the mark, and build a deeper relationship with your customers. Here’s how you can make this happen:

Start with a Simple Design

No one wants to take the time to read an email that’s cluttered with unnecessary elements. Studies have proven that simplicity in emails increases conversion rates by 200%!

These feedback emails should really only have three elements:

  • Your logo (no other imagery) so users can quickly identify who they are receiving an email from
  • A brief message
  • Clear call-to-action to submit feedback

A simple, focused email design keeps the focus on your message and the main action you want them to take, which drives users to click the button and take the survey.

Clearly Explain What Kind of Input You Need

When asking for useful feedback in your email, tell your subscribers why it’s important to you and what you plan to do with the information you collect. An example of this would be, “we’d like to get feedback on your experience on our new app so we can plan new features.”

With that statement, you’ll notice it tells them why you want their feedback, but it also gives me an incentive to complete your survey (their input may carry weight in how you shift/change your efforts).

Make Your Call-to-Action Pop

There are plenty of ways to collect feedback (more on this later), but no matter which method is best for your audience, make sure your call-to-action (CTA) within the email is clear and easy to spot. That way, users know the next step you want them to take and how they can complete this next step.

Offer an Incentive For Their Time

It doesn’t take a genius to know that people love free stuff, and rewarding incentives for users’ time will only boost your chances of getting valuable feedback. By offering an incentive, your customers will feel valued and want to purchase more items from your business, while you use their feedback to advance your business from their perspective.

Incentive offers could include:

  • Gift cards
  • Exclusive discounts
  • A chance to win something bigger such as a TV or iPad
  • Virtual deliverables

This is where you can get creative! While you don’t have to invest a lot of money into an incentive, think of ones that your customers would see worth submitting feedback for.

Make Submitting Feedback a Breeze

Thinking of the overall user experience is the most important part of collecting this feedback. There are a ton of ways to gather feedback from a customer, and no matter which way you decide to move forward with, it needs to be foolproof. If you don’t take the time to make this easy to complete, they will not complete the survey.

Here are the best ways to make it simple to submit feedback:

  • By online survey: This is the most common way to collect feedback, and there are a lot of tools out there to help you create an easy-to-use survey. Most email platforms have form/survey solutions as well, and no matter which option you go with, make sure it’s mobile responsive so that anyone can fill out this survey on any device.
  • By replying to the email: Another great way to give responses is allowing users to reply directly to the email you sent them. However, to ensure your inbox doesn’t become a disaster, it might be worth segmenting these emails into a separate folder in your inbox or looking at solutions like Zapier that automatically add responses to a Google Sheet.
  • By phone: Depending on your audience and industry, a phone call might be the best way to collect feedback. If you decide to go this route, you’ll need a good system to allow people to schedule a call, or you will be flooded with email responses when they want to talk to you. A tool like Meetingbird will help users schedule a time that works for everyone’s schedules, and it automatically adds this event to your calendars.

After you’ve received your customers’ feedback, take a good look at it and see what’s possible for you to include in your business model. Maybe it will open your eyes to opportunities you’ve been missing out on or give you insight into a problem you didn’t know existed, but you’ll never know until you start the conversation!

To learn more about customer feedback emails or email marketing in general, let’s get on a Zoom call today!

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Brooke Desmond

Communications Manager
With a passion for all things digital marketing, Brooke aims to give a unique perspective on the latest trends and ideas in this ever-changing space.

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