Surveys email examples

Understanding customers is one of the hardest, yet most-critical, aspects of building a loyal brand following.

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Understanding customers can make or break a brand—and that’s why Surveys are so helpful to gain insights into products, customer experience, and more! It’s best to send survey emails to customers of all types—current customers, not-yet-purchased subscribers (leads), and of course past customers.

While we also mention survey emails in our subscription cancelation strategy, survey emails can stand on their own, too!

Strategic recommendations for surveys

The big measure of success for surveys is earning the customers’ time for a valuable response. This can be quite tricky, but after analyzing over a hundred survey emails, these are the strategies that stick out:

Create a discount or giveaway

Depending on the desired send list size, consider creating either a discount or giveaway to those who fill out the survey. This is an effective technique to get survey results in a short period. Meal service, Plated, gave away a holiday survival kit worth over $400 during the holidays to one lucky survey participant.

Offering a discount is one of the most popular techniques. Take a look at our discounts and sales email examples for more ideas.

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Make it about the user

Language in survey emails should be friendly and personable. For example, this delicious-looking email from Bristol Farms has friendly messaging like “what is important to you?”. It adds a personal touch to the email by also adding the CEO’s signature instead of abruptly ending with a button.

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Keep the survey brief

To increase the number of responses, consider sending brief surveys that will take customers no more than a minute or so. This survey from BookBub includes a brief survey that starts within the email. The messaging is also short, sweet, and to the point.

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Implementation details for surveys

Part of the implementation is influenced by the survey tool—it’s important to note that you may want to contract a separate vendor to integrate with your ESP (or even to stand on its own). If the email team is separate from the researchers/customer experience team, ensure everyone is on the same page and have all the data needed to analyze and follow up with customers.

Create custom URL parameters within the survey tool for the customer’s email address

Okay, so this is more work on the survey creation side than the email side, but it’s still essential to the email to survey experience. By capturing a user’s email address (or other non-personal identifier, like a token) when they click through the email to the survey, you’ve eliminated the need to ask them for all of their information again.

Set up an integration between the email service provider and survey tool if available to track responses

This can be done through a native integration or a 3rd party automation tool like Zapier or Workato. Integrating the two tools would allow a brand to track success in the email program and be useful to the email marketer who may want to send follow-up emails.

If sending a follow-up email regarding the survey, exclude users who have taken the survey

If an integration exists like in implementation tip 2, great! If not, export the data from the survey tool and upload emails of those who have filled out the survey to an exclusion list and omit from follow-up sends.

Survey emails are a great pairing for strategies such as newsletter signups, recent purchasers, or canceled subscriptions. With a MailCharts pro account, you’ll have access to entire brand journeys where you’ll see exactly when a survey was sent and to what audience.