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How to Collect Customer Feedback Using Email (+4 Examples)

Customer feedback is a tricky beast—we need it to grow our companies and give customers a better experience… but it isn't easy to get. 

We want customer feedback because it gives us a way to peek into their thinking: are they satisfied with our products? Did they have a good experience? Will they recommend our brand to their friends?

But the problem with feedback isn't just that it's hard to collect—it's also difficult to analyze and act on. Gartner says that although 95% of companies have collected customer feedback for years, only about 10% actually use it to change their processes and improve customer experience. 

The good news is that we can use our customers' words to make our businesses better, and sending out customer feedback emails that get a response is the first step. 

In this article, you'll learn:

  • How to ask for customer feedback via email 
  • Four examples of how to ask for customer feedback over email
  • How to create and send a customer feedback email campaign

Let's dive in.

How to ask for customer feedback via email 

Asking customers for feedback should result in one thing for your business: positive change. 

Ultimately, customer feedback should get you the answers you've been looking for and help improve the experience for other customers. The best feedback emails—the ones that will get the most responses—have a few things in common: 

⏲️ Timing: Make sure your email lands in their inbox at the right time, whether it's after a purchase, a cancellation, or product return

👌 Simplicity: Your request should be short and sweet and clearly state how much time it'll take the customer to complete

🤝 Personalization: Include their name and any other relevant info you can to make the email more genuine

🤔 Convincing: Explain the purpose of your feedback message and how important the customer's opinion and feedback is to your business

🎬 Actionable: A clear call-to-action so the customer can complete your request

🙏 Salutation: And finally, say thank you!

Effective customer feedback emails also tell people exactly what you want them to do. If you want their feedback on a product feature, ask that specifically. If you are requesting a testimonial or review, make it clear. 

We've found four examples of how to ask for customer feedback over email—and actually get it. Let's take a closer look at them!

Four examples of how to ask for customer feedback over email

1. Use customer feedback emails to get actionable advice

Asking for real, actionable feedback from a customer means asking for their time to fill out a form or write a survey. 

The problem for companies is that to get customer feedback they can actually use to improve, they need to find a way to ask people to give up their time. Achieving this means you need to convince the customer that taking the survey is worth their time and their feedback is important. 

There are some ingredients you should always include in a simple, goal-oriented feedback email like this:

  • Tell the customer how much time they'll need to spend on the feedback form
  • A clear headline that makes your ask (i.e., feedback, survey) clear
  • Your brand logo, so customers immediately recognize it's you
  • A strong, goal-oriented call-to-action (CTA) that stands out from the rest of the text
  • A quick thank you note

Look at how MeUndies asks its customers for feedback: 


It starts by saying how important the customer’s opinion is to them (talk about making them feel special!) and then outlines exactly how much time they will need to spend on feedback: just a few minutes. 

And it's wrapped up with a clear, stand-out CTA and a thank you. 

This email is a great example of a quick customer feedback email that gets straight to the point and leaves out the fluff. You may be tempted to throw in a few GIFs or promotional offers (and in any other scenario, we’d definitely recommend that.) However, adding them to emails like this distract from your main goal: getting feedback. 

And if you ever catch yourself thinking… should I add something else in this email? Try turning to the inverted pyramid for help: 


This way, you’ll be able to effectively keep recipients focused on giving feedback without adding unnecessary fluff. 

‍Pro-tip: Before you hit Send on any customer feedback email, read it aloud to yourself to make sure the feedback request is clear. Or, better yet, send a test email to a team member using Sendlane to get their opinion first!

2. See how happy your buyers are with a customer satisfaction survey email

Customer satisfaction surveys are easier for your customers to respond to because they require less thinking: they either like or dislike your product. 

Now, customer satisfaction surveys follow a similar formula as asking for feedback: 

  • Always tell the customer how much time it'll take
  • Explain to them what the survey will involve
  • Embed a CTA that's impossible to miss
  • Say thanks!

You should also try to personalize customer satisfaction surveys wherever you can. Signing off emails from someone on your team humanizes your brand. Trust us, customers know when companies send out generic emails with a we-just-sent-this-to-literally-everyone vibe—and these emails are not good at getting them to give thoughtful feedback. 

This customer satisfaction survey email from Ritual ticks all the boxes:


And to finish the email, the head of the program, Amy, signs off using her name and signature. This adds a personal touch that makes the entire email feel more genuine. 

3. Send out customer review emails to boost your online presence

Collecting customer reviews is absolutely essential to running a successful business online. 

Roughly 95% of customers read reviews before purchasing a product, and 72% of customers won’t take any buying actions until they’ve read a review.

When it comes to getting reviews, people are more likely to help you out with something when you tell them why it’s important to you and how they will benefit from responding to your request. When creating a customer review email, try adding in:

  • Why you’re asking for their opinion, and
  • What you intend to do with the feedback they provide

That way, it's easier to convince the customer that their review will make a difference. 

We love this customer review email Bellroy:


Take a closer look at the wording that Bellroy uses:

“So we can keep your journey on track, we’d like to know how it’s been so far”

“Tell us how much you like it”

This is a very convincing way to get a customer to leave a review because:

  • It effectively communicates the reason for sending a review request 
  • It hints that they're already having a positive experience

Adding in a section at the end to ask how likely the customer is to refer the brand to a friend can encourage them to do just that. 

4. Get the good news (and the bad) with product feedback request emails

Product feedback requests are important, but fear of a bad review or poor feedback makes many vendors shy away from even asking.

Here's the deal: the best time to ask for product feedback is immediately after a customer has bought something from you. Asking for feedback early allows you to gather positive reviews for your website and handle any fallout from unhappy customers. 

Here's an example from Everlane:

When Everlane asks customers what they think of their recent clothing purchases, they can use the feedback to learn what customers like and don't like. The company can also post these reviews on their website so that potential buyers can see how happy past customers are with their new clothes. 

Ideally, product feedback request emails should be sent out to customers: 

  • 3 days after their order was delivered 
  • If they buy but then cancel before it’s shipped 
  • If they return an item 
  • If they leave a poor review

However, sending out this many emails can take a lot of time and effort from your team. The good news is that you can put customer feedback email campaigns on autopilot. 

Here's how!

How to create and send a customer feedback email campaign

Getting customer feedback doesn't mean spending hours in front of your computer sending out emails manually every time someone buys something from you.

With the right tools, you can create automated email campaigns and collect feedback in the background. Automations are made up of four parts: 

  1. Triggers: User-based actions that start your automation, like someone buying a product
  2. Actions: Everything that happens in your email funnel, such as customers being added to a feedback automation workflow
  3. Communications: Your content and messaging, such as sending a customer feedback email
  4. Goals: Checkpoints in your email funnel that help customize the journey for each customer and determine what happens next

//[inject:ad-demo]

Putting all those parts together, you can build an automated workflow that asks customers for product feedback that looks something like this: 


And the best part about building email campaigns like this is that once they're built, your team will save a ton of time chasing up customer feedback which will be collected automatically. 

Want to automate your customer feedback process? Start your free 14-day test drive of Sendlane today!

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