How to Write Survey Emails Your Customers Will Actually Respond To
Gathering customer feedback is crucial for businesses that want to improve their products, services, and overall customer experience. And one of the most effective ways to collect this valuable input is by sending well-crafted survey emails.
When done right, survey emails can generate strong response rates and provide you with the insights you need to make data-driven decisions. But all too often, these emails get ignored or deleted without a second glance.
To help you write survey emails that actually get opened and completed, we‘ve put together this guide featuring best practices, inspiring examples, and a template you can use to get started. Let‘s dive in!
The Anatomy of an Effective Survey Email
Before we look at some real-world examples, let‘s break down the key components of a survey email that drives engagement and responses:
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A Compelling Subject Line
Your email subject line is the first thing recipients will see, so it needs to grab their attention and make them want to learn more. Some effective tactics include:
• Asking a question (e.g. "Hey [Name], got a minute to share your feedback?")
• Clearly stating the purpose of the email (e.g. "We want your input! Take our short survey")
• Teasing the incentive offered (e.g. "Take our 2-min survey for a chance to win a $100 gift card")
• Creating a sense of urgency (e.g. "Last chance to have your say! Survey closes tonight") -
Personalized Email Content
Personalization can go a long way in making your survey email feel more relevant and compelling to each individual recipient. At a minimum, use merge tags to include the recipient‘s first name in the email.
You can also segment your email list and tailor the survey and messaging to different customer groups based on their demographics, interests, purchase history, or other attributes. The more you can make the recipient feel like the email and survey were created just for them, the better. -
Concise, Action-Oriented Copy
When it comes to the body content of your survey email, keep it short and sweet. Clearly explain the purpose of the survey, how long it will take to complete, and how their feedback will be used. Focus on the benefits to them – how their input will help improve their experience with your brand.
End with a clear call-to-action (CTA) that tells them exactly what to do next, whether that‘s clicking through to take the survey on your website or responding to a single-question survey right within the email itself. -
A Compelling Incentive
Offering an incentive is a great way to boost your survey response rates, as it provides motivation for people to take time out of their day to provide feedback. Your incentive could be a discount code, a gift card, an entry into a larger prize drawing, or access to exclusive content.
Make sure to clearly state the incentive in your email – it could even be the star of your subject line. And consider offering a reward to everyone who completes the survey, rather than just a chance to win a bigger prize, to drive maximum participation. -
Easy Access to the Survey
The easier you can make it for people to take your survey, the higher your completion rates will be. Embed the first question directly in the email if you can, or include a prominent button that links to the survey.
Avoid using vague calls-to-action like "Click here" – instead, make the action you want them to take crystal clear with copy like "Start the survey now". And keep the survey itself short and easy to complete – aim for 5-10 questions max. -
Follow-Up Reminders
Your initial survey email is unlikely to generate responses from everyone on your list, and that‘s okay. To bump up your completion rates, send 1-2 reminder emails to anyone who hasn‘t responded yet.
Space these reminders out by a few days or a week, and consider using a different subject line to catch their eye. You can also highlight the survey closing date to add a sense of urgency (e.g. "Only 2 days left to share your feedback!").
Just be sure not to go overboard – more than 2-3 total emails about the same survey can start to feel spammy and hurt your engagement rates.
Now that we‘ve covered survey email best practices, let‘s look at some examples of companies that are putting them into action effectively.
12 Survey Email Examples to Inspire You
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Uber
Subject line: "Trip feedback: How was your latest ride?"
Uber regularly sends follow-up emails asking riders to rate their latest trip and provide additional feedback. These emails are personalized with the rider‘s name and details on their recent trip, making it feel very relevant.
The email features the satisfaction survey question and star rating scale right in the body of the email, so providing feedback is quick and frictionless. It also includes a text box where riders can share additional details about their experience.
By reaching out promptly after each ride, Uber can address any issues or negative experiences quickly before they turn into larger customer service problems. And positive ratings help them identify top-performing drivers to reward and retain. -
Airbnb
Subject line: "How would you rate your stay at [listing name]?"
Much like Uber, Airbnb sends email surveys to guests after each stay to collect feedback on their experience with the host, listing, and the platform overall.
The email includes the listing details and a 5-star rating scale asking "How would you rate your stay?", followed by a prompt to leave a more detailed review. Airbnb makes it clear that this feedback will be shared with the host and future guests, tapping into the idea of helping others in the Airbnb community.
The survey email is visually appealing, with images of the property and a clear CTA button to "Leave a review". This feedback helps Airbnb ensure quality standards, resolve problems, and empower users to make informed booking decisions. -
Warby Parker
Subject line: "It‘s time for your annual Eyecare Reminder Survey!"
Warby Parker, the direct-to-consumer eyewear brand, sends an annual survey to customers due for an eye exam. The subject line creates urgency by framing the survey as a "reminder" that it‘s time to prioritize their eye health.
The email goes on to highlight the importance of regular eye exams and includes a yes/no question asking if the recipient has had an exam in the past year. Customers who respond get a promo code for $50 off their next eyeglass purchase – a relevant, high-value incentive.
This survey helps Warby Parker demonstrate their expertise, show customers they care about their well-being, and drive repeat purchases and engagement with the brand. They make providing this important health information quick and easy for customers. -
United Airlines
Subject line: "Aaron, how was your flight to JFK?"
United, like other major airlines, sends post-flight survey emails to gather feedback on customers‘ travel experience. These emails are personalized with the customer‘s name and specific flight details.
The body of the email is short and to the point, with a quick 5-star rating scale asking "How was your recent flight?" followed by an open-ended question where customers can share additional feedback on what went well or what could be improved.
United lets customers know that their feedback is important to improving the airline‘s service and thanks them in advance for taking the time to share. The survey itself is easily accessible via a prominent "Provide feedback" CTA button. -
Lyft
Subject line: "Rate your ride with [driver name]"
Rideshare company Lyft also sends post-ride survey emails to gather feedback and maintain service quality standards. The email features the driver‘s name and photo along with the ride details to jog the recipient‘s memory.
Lyft‘s survey email is mobile-optimized, with a simple star rating scale right in the body of the email. They also include a text box where riders can recognize drivers for going above and beyond.
Driver ratings and feedback are crucial for rideshare services like Lyft to ensure passenger safety and high-quality experiences. Making it quick and easy for riders to provide this input helps Lyft collect a higher volume of valuable data. -
Casper
Subject line: "We‘d love your feedback on [product name]"
Direct-to-consumer mattress brand Casper sends post-purchase survey emails to gather product feedback from verified buyers. The email includes the customer‘s name and the specific product they purchased.
The body of the email is friendly and conversational, telling customers "We‘d love to hear what you think!". It includes a link to leave a product review along with an eye-catching graphic showing the product.
Casper knows that authentic reviews from real buyers are one of the most influential factors for prospective customers considering a purchase, especially for a high-ticket item like a mattress. These survey emails help them generate more of this user-generated content to build trust and drive conversions. -
Grammarly
Subject line: "Loving Grammarly? Let us know!"
Grammarly, the popular writing assistant tool, occasionally sends Net Promoter Score (NPS) survey emails to its users to gauge satisfaction and loyalty.
The email is friendly, telling users "We really appreciate your help" and letting them know the survey will only take a minute of their time. The survey asks users to rate how likely they are to recommend Grammarly to a friend on a scale of 1-10, followed by an open-ended question about how Grammarly could improve.
By collecting regular NPS data and customer feedback, Grammarly can track sentiment over time, identify their most loyal users, and surface opportunities to improve their product and customer experience. -
Squarespace
Subject line: "We‘d love your feedback on our new web analytics feature"
Website builder Squarespace often surveys its users to gather feedback and ideas for new and improved product features. This particular email announces the launch of a new website analytics dashboard and asks users to test it out and share their thoughts.
The email starts by explaining the benefits of the new feature and why they built it, based on previous customer feedback. It then offers a quick tour of the new dashboard and explains how to locate it within the Squarespace UI.
A prominent "Take the survey" CTA follows, leading to a brief feedback survey. Customers can also respond directly to the email with their thoughts if they prefer, reducing friction.
Squarespace closes the email by thanking users for their ongoing input and partnership. Actively involving customers in shaping the product roadmap like this is a great way to boost engagement and loyalty. -
Eventbrite
Subject line: "We‘d love your feedback"
Event management and ticketing platform Eventbrite regularly surveys its users to surface opportunities to improve the platform and customer experience. Their survey emails tend to be short and friendly.
The subject line is straight-forward: "We‘d love your feedback". And the body copy lets users know their feedback "will help shape our platform".
The email features a bold, orange CTA button prompting users to "Take the survey", which leads to a brief feedback survey powered by SurveyMonkey. And recipients are told upfront that the survey will only take a few minutes of their time.
Simple, to the point, and respectful of their users‘ time, these survey emails help Eventbrite gather a steady stream of customer input to inform their product development and retention efforts. -
Duolingo
Subject line: "Quick favor?"
Language learning app Duolingo knows how to write a survey email subject line that stands out in a crowded inbox. "Quick favor?" is casual and conversational, as if the email is coming from a friend. It‘s intriguing enough to prompt an open.
The body of the email is also short and sweet. The company explains that they‘re looking for feedback on a new app feature and that they‘d deeply appreciate the recipient‘s input.
Duolingo also appeals to the user‘s intrinsic motivation by framing the survey as a way to have an impact on an app they know and love. They make it clear that the user‘s feedback "will help us create an even better Duolingo."
The survey itself is easily accessible via a bold, green CTA button with the copy "Yes, I‘ll help!". This single-question survey approach feels less daunting than a lengthy feedback form and is likely to drive more responses. -
Asana
Subject line: "Tell us what you think 🙏 "
Asana, the popular project management and collaboration software, frequently surveys its users to gather feedback on the product, pricing, and overall customer experience.
This particular survey email includes a friendly emoji in the subject line and a casual, personal greeting: "Hey [Name]!". The copy goes on to explain that Asana is looking for candid feedback to improve their offering and better meet customers‘ needs.
The email includes a prominently placed CTA button inviting the recipient to "Share feedback", which links to the survey. As a token of appreciation, Asana offers a gift card to anyone who completes the survey — a nice gesture that incentivizes participation.
These regular pulse-check surveys help Asana stay close to its customers and make continuous improvements to the platform based on actual user needs and pain points. -
HubSpot
Subject line: "🔥 We need your help!"
In this survey email, marketing and sales platform HubSpot grabs the reader‘s attention with an eye-catching flame emoji and an urgent subject line.
The email body leads with a personal appeal, referring to the HubSpot community as "friends" and emphasizing how deeply they value customer feedback. They clearly state the purpose of the survey, which is specifically aimed at improving the HubSpot blog.
HubSpot calls out their respect for the reader‘s time, noting the survey will only take a few minutes. And they tap into the reader‘s intrinsic motivations by noting "you‘ll have a direct impact on the future of the HubSpot blog."
The CTA copy reinforces the message of the email, with a button that reads "Yes, I‘ll share my feedback". Throughout the email, HubSpot does an excellent job making the reader feel like a valued part of their community.
Putting It All Together: Survey Email Template
Feeling inspired by the examples above? Here‘s a survey email template you can use to get started:
Subject line: Hey [Name], got a minute to share your feedback?
Hey [Name],
Thank you for being a valued [company name] customer! We‘d love to hear about your recent experience with [product/service].
Your feedback helps us understand what we‘re doing well and where we can improve to better meet your needs. If you can spare just 5 minutes, we‘d be so grateful if you‘d complete our brief survey.
➡️ Take the survey now
As a token of our appreciation, everyone who completes the survey will receive a [incentive].
Thank you in advance for your time and input! We deeply appreciate your partnership and look forward to continuing to serve you.
Cheers,
[Your Name]
[Company Name]
Customize this template with your company‘s voice and the specific details of your survey and incentive. The more you can personalize the email to each recipient‘s unique customer experience, the better!
Gathering customer feedback is essential for any business that wants to improve and grow. By crafting survey emails that are personal, relevant, and easy to act on, you‘ll be well on your way to collecting the valuable insights you need.
Remember to respect your customers‘ time, clearly communicate the purpose and benefits of the survey, and consider offering an incentive to boost participation. And don‘t forget to follow up with a thank you message and a summary of the key findings and actions you‘re taking based on their input.
With a commitment to regularly gathering and acting on customer feedback, you can create a virtuous cycle of continuous improvement that will help you build deeper customer relationships and drive long-term business success.
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