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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Use the subject line to describe the email

The survey email should communicate what it’s about in the subject line so the customers don’t expect promotional content inside. Beauty brand oVertone said “Couple of questions, one sweet reward.” in the subject line of their survey email, and in the body, they quickly explained how to complete the survey.

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Explain why constructive feedback is helpful

Hearing positive feedback is great, but it’s the constructive criticism that helps you improve. Warehouse Fashion asked customers to complete the survey and submit honest thoughts, good or bad. The subject line of this survey email suggests that they are after constructive feedback too, it says “Be honest.”

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Keep the email short

Here’s a good example of a short and sweet survey email. Roka sent a two-sentence-long email with beautiful visuals and one big CTA “TAKE SURVEY”. You don’t want to make customers read a long email and feel like they’ve already spent too much time before they even started the survey, and Roka managed to go straight to the point in this email.

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Make it simple to change the survey settings

If your survey has different settings, consider mentioning them in the email and adding an option to change them easily. For example, international brands may offer a survey in more than one language and add an option to switch the language within the email, just like Gucci in this example.

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Include branding in the email design

Survey email should be short, but it doesn’t have to be plain and boring. See how Native included on-brand visuals, communicated some of their values and perks, all while keeping the focus on the survey.

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Let the customer know why is their feedback important

We love how Blume communicated that the survey results help them understand the customer’s needs and wants. They also stated how much time it will take to complete the survey (3 minutes) and that all participants are entered to win a $50 gift card.

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Use email to collect feedback about in-store experience

Surveys are not limited to the online experience, you can send an email and ask customers to submit feedback about their in-store shopping experience too. In this example, The Body Shop sent a quick survey email to collect feedback about the recent in-store purchase.

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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.