4 Inspiring Examples of Feedback Survey Emails

There’s no doubt that customer feedback is an invaluable tool for brands that strive to enhance their online presence, products and services. However, there is a branch of feedback that doesn’t always get the attention it deserves: feedback survey emails. Email is not only an effective platform for engaging with customers and sharing information, but it’s also an opportunity to let your audience share their experiences and suggestions. In fact, there are many ways to do this depending on your goals as a company.

That being said, let’s explore four inspiring examples of feedback survey emails from renowned brands like Beerwulf, Omoda, Calvin Klein, and DHL. Each of these brands has adopted unique approaches to collecting email feedback, demonstrating the importance of customer engagement and satisfaction.

Exploring Different Types of Feedback Survey Emails

There are many different types of feedback survey emails that all service different purposes including:

Newsletter Feedback Survey Email: Discover how Beerwulf leverages newsletter campaigns to gather feedback and insights from their subscribers.

After Service Feedback Survey Email: Explore how DHL and Omoda use post-service survey emails to gauge customer satisfaction and identify areas for improvement.

After Sales Feedback Survey Email: Learn about Calvin Klein leverages feedback emails sent after a purchase to understand customer experiences and enhance product or service offerings.



Let’s take a look at the examples and explore the key strategies behind these successful feedback survey emails.

1. Beerwulf’s Newsletter Feedback Survey Email

The first example is from Beerwulf, an online beer store specialised in a wide range of craft beers and accessories. In addition to website surveys, Beerwulf excels at gathering feedback from its email newsletters.

As you are likely well aware, newsletters are a great medium for boosting awareness of your product offering, educating your prospects, sharing valuable information such as new content on your website and much more.

However, sometimes with these emails, we can lose sight of what our audience wants and needs. Is the design user-friendly? Is the content hitting the mark with your audience? Do they find it valuable?

Questions you can ask include: Was this content useful? How would you rate this email? Was this helpful?

Here’s how this type of feedback survey email looks in practice:



Once a reader clicks on one of the emoticons in the email, they are redirected to the homepage of Beerwulf. Once they land there, they can add a comment to their feedback. The selected emoticon is copied from the email.



How cool is that? This type of feedback survey has given Beerwulf plenty of invaluable feedback regarding their newsletter content.

2. DHL’s After Service Feedback Survey Email

Effective customer service can help a business achieve success and longevity. In fact, making customers feel valued and appreciated is critical to generating repeat business.

Service emails are a great way of keeping in touch with your customers and keeping them in the loop with certain updates. These types of emails typically contain information about a delivery, account updates, tickets, etc.

A great example of a brand that does this well is DHL. They are a leading international courier and logistics company, providing fast and reliable shipping and supply chain solutions worldwide.

DHL collects feedback in their emails about the delivery. In the email, there is an invitation for customers to share their feedback.



Once the customers clicks on the button ‘Give your feedback’, they are redirected to a landing page where the survey starts. The questions change based on the answer of the customer. In this example, we see a satisfied customer giving their feedback.



For a company with a very high volume of deliveries, this is an incredibly effective way of keeping a pulse on the level of service their customers are receiving. These insights help DHL quickly pinpoint trends in delivery service so that they can make the necessary improvements when needed.

3. Omoda’s Customer Service Feedback Survey Email

In addition to DHL, Omoda too gathers feedback from customer service emails. Omoda is a Dutch footwear retailer known for its trendy and stylish shoes, offering a diverse selection of footwear for men, women, and children.

Omoda sends an email to customers after they’ve been in contact with the customer service to ask if their issue has been resolved. They use a scale of Yes, Partially and No.



When the customer indicates whether their issue is resolved, they are redirected to a landing page where follow-up questions are asked in 4 steps.

Upon clicking Next, they are sent to the next page, where they are presented with a Customer Effort Score (CES) and another open comments section. Customer Effort Score is a great metric for measuring how difficult or easy it was for your customers to reach their online goals.



This particular survey goes a little more in-depth, gathering multiple scores as well providing the opportunity for the customers to provide open comments on their experience.

4. Calvin Klein’s After Sales Feedback Survey Email

And lastly, Calvin Klein. Calvin Klein is a globally recognised fashion brand renowned for its modern and minimalist apparel, accessories, and fragrances, embodying a sleek and sophisticated aesthetic.

Calvin Klein is also great at gathering email feedback. Here’s an example of one of their after sales surveys:



Calvin Klein sends an email with a confirmation when products are returned online. In the email, they ask for a return reason for the specific item. This information is used to identify the main reasons why a product is being returned, which they later use for the product description in the webshop. The product number is connected to the feedback using a hidden data element in the form.

When the customer clicks on the button, they are redirected to a landing page where they can give their reason for returning the product.



This is a quick and easy way to gauge the quality of products in your assortment.

But wait, there’s more!

This compilation of brands successfully gathering email feedback only demonstrates a few ways to gather this type of feedback. But truth be told, there are many other techniques and methods that you can try. Take a look at these email feedback templates and learn more about how you can effectively gather email feedback in a way that suits your brand and its messaging.

And keep in mind, whether it’s a post-purchase survey or a service feedback email, each email feedback survey serves a unique purpose in capturing customer sentiment and driving actionable improvements. And with that you’ll be well on your way towards improved levels of customer satisfaction!