Irrelevant emails are the #1 reason why people unsubscribe and 91% of unhappy customers won’t buy from you again. This is where survey emails come in. Survey emails allow you to better understand your subscribers, collect useful information to personalize lifecycle campaigns, and gather product reviews and feedback.

Let’s explore the different survey strategies you can leverage to improve your email program. 

Want to dive into the examples first? View the 30+ survey email examples.

Retain Customers & Improve Your Product with Post-Purchase Feedback

Remember, unhappy customers won’t buy from you again. This email from BarkBox shows that the brand cares about you by opening the lines of communication.

The email is fun, on-brand, and personalized. Any feedback shared improves your experience—and everybody else’s.


Increase Social Proof with Post-Purchase Reviews

Brooks Brothers’ email is simple and to the point: please rate your recent purchase. Also, it’s nice to see an image of the item purchased.


The main drawback of this email are the four “review guidelines”. Perhaps their team can implement a review submission process where they remove any specific mention to competitors and pricing—letting reviewers know that this will happen, of course.

Gather Additional Data to Improve Your Lifecycle Campaigns

Diamond Candles prompts subscribers to share their birthday and anniversary. This information is used to send well-timed emails.

If email personalization is a the top of your agenda this year, this is a great strategy to mimic.


Use Success Stories to Improve Marketing Efforts

1A Auto Parts’ email encourages subscribers to share their success stories. While we don’t know exactly what they did with this information, it can be used to create case studies and gather testimonials to improve marketing efforts.


Stay in the Loop with Research and Product Development

Why guess when you can be certain? Anthropologie’s email asks subscribers for insights to help them plan their upcoming product collections.

Notice how well crafted the email copy is; I’d feel delighted to receive an email like that.


Reduce Distractions by Keeping Your Emails Focused

This last email is from a secret company (logo and brand name were obfuscated on purpose). Notice how chaotic the email feels. That’s because there are two competing calls-to-action.

Do you want me to send a selfie or fill out the survey? I don’t know… I’ll just delete the email.



Keep this in mind when designing survey emails:

  • Ask recent purchasers for their thoughts—make sure they’re happy.
  • Get to know your list better by asking them to answer a few questions. Use this information to tailor future emails.
  • Leverage your audience’s taste and know-how. This will remove the guesswork out of product development.
  • Keep the email focused: Don’t include competing CTAs.
  • Try not discounting. Notice that no examples shared in this post (except for the last one) include discounts or incentives. This is on purpose. Next time you’re offering a discount in a survey, try sending a variation that doesn’t include said discount. Focus on the recipient’s ego instead—make them want to share their thoughts.

Looking to take your survey emails to the next level? MailCharts is the solution. We’ll purchase from the companies you love, your competitors, and even yourself. By understanding exactly how every company in your space is actually leveraging survey emails you’re able to optimize your own survey strategy.

Rather continue reading our content? Great! Explore other email strategies and tactics.