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 valuable data and insight 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 the 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.
Building a customer feedback email template
Asking customers for feedback should result in one thing for your business: positive change.
Ultimately, a customer feedback email should get the answers you've been looking for and help improve the experience for other customers. A great customer feedback email—one that will get the most responses—has 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 a product return
📧 Subject line: Customers should be able to tell what's inside the email prior to opening
👌 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: Encourage customers to respond by explaining the purpose of your feedback message how important the customer's opinions and feedback are to your business
🎬 Actionable: A clear call-to-action so the customer can complete your request
🙏 Salutation: And finally, say thank you!
An effective customer feedback email tells 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 current customers for feedback over email—and actually get it. Let's take a closer look at them!
Four Examples of Customer Feedback Emails
1. Customer feedback emails to get actionable advice
Asking for real, actionable feedback from customers 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 must convince the customer that taking the survey is worth their time and 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 customers' opinions are 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. Customer feedback survey email
Surveys are easier for your customers to respond to because they require less thinking: they either like or dislike your product.
Now, customer feedback 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 quick 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. Customer review emails to boost online presence
Collecting customer reviews is absolutely essential to running a successful business online.
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 providing feedback will make a difference.
We love this customer review request email from 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 the 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. Product feedback request emails
Product feedback requests are important, but the fear of 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 your team a lot of time and effort. The good news is that you can put customer feedback email campaigns on autopilot.
How to create and send a customer feedback email automation
With the right tools, you can create automated email campaigns and collect feedback in the background. Automations are made up of four parts:
- Triggers: User-based actions that start your automation, like someone buying a product
- Actions: Everything that happens in your email funnel, such as customers being added to a feedback automation workflow
- Communications: Your content and messaging, such as sending a customer feedback email
- Goals: Checkpoints in your email funnel that help customize the journey for each customer and determine what happens next
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!