How to Use Email Marketing to Get Feedback from Loyal Customers


Asking for customer feedback gives valuable insight into how your customers perceive your brand. Whether it’s positive or negative, you can use the collected information to adjust and provide a better experience. It also results in a stronger seller-buyer relationship since customers’ opinion are valued and appreciated. So how and where do you collect this precious feedback?


Your email list is an excellent source of customer feedback. However, before asking your subscribers to complete a survey form or write feedback for you, you need to determine and understand the purpose behind your initiative first. Is it for product improvement? Is it for better customer support? Is it for identifying brand advocates?

Mopinion: How to Use Email Marketing to Get Feedback from Loyal Customers - Loyal customers

It’s also crucial to ask yourself what you will do with the gathered information – there’s no point in pursuing customer feedback if you don’t have any intention to follow through. By answering these questions, you will be able to come up with a more effective strategy that asks the right questions to the right customers.

Now let’s discover how to use email marketing for collecting customer feedback:

Segment subscribers based on their email activity and history

The needs of a prospect versus a repeat customer are different. A repeat loyal customer is already aware of what your brand offers while a lead is still on a journey of brand discovery and awareness. Sending them the same customer feedback form or survey email will not get you the accurate information you need.

Let’s say you’ve sent an email blast asking your subscribers for product feedback. An existing customer can quickly answer your questions but how about your newly acquired leads? Since they haven’t purchased from you, they don’t have the first-hand experience in using your product, and in return, they may not be able to answer truthfully or even disregard your email.

Mopinion: How to Use Email Marketing to Get Feedback from Loyal Customers - Segmentation
Source: Personnel Today

What you should do first is to segment your subscribers. Email segmentation is grouping individuals according to their location, age, purchase history, and so on. In this case, you want to separate leads from customers. From your email marketing platform, filter your email list based on purchase history and the date they’ve joined your subscription. Once you’ve grouped them, you can now create a campaign targeted towards their experience with the brand or product. For instance, for new leads, you can ask about their experience with website navigation. As for existing customers, you can ask them to rate their purchased product and the overall buying experience.

Keep your email short and simple

Mopinion: How to Use Email Marketing to Get Feedback from Loyal Customers - Netflix Email Example

When crafting an email survey feedback form, it’s critical to put yourself in your customer’s shoes. If you are asked to complete a 20-minute survey, will you be enticed to join and finish the survey? Your answer is most probably no. Take your experience as a consumer yourself, and think of how you’d make the process easy and less time-consuming for your customers to complete the survey. So, instead of having a long and complicated survey form, reduce it to an acceptable length wherein subscribers can finish and complete the survey within a minute to three minutes. If the survey will take 5 minutes to complete, there will be 15% lower response rate. You can:

  • Focus on one specific product or service
  • Have one call-to-action button
  • Match the email’s content to the purchased product of the customer
  • Reduce email copy and make it scannable
  • Keep it simple and straight to the point
  • Set a clear expectation
  • Embed a survey within the email. For example, you can use the 0-10 rating type of feedback
  • Briefly explain the purpose of the email. Is it for product improvement? Better customer support?

Remember, customers receive hundreds of business and personal emails on a daily basis. It’s important to keep your emails short and simple so they can easily participate.

Write compelling and actionable subject lines

No matter how short and simple and time sensitive your email feedback campaign is, if you use “take our survey”, “we want your opinion”, participate in our survey,” or any other generic and boring subject lines, it likely won’t encourage your customers to participate or let alone open your email. Just like your email copy, your subject line should exclaim what’s in it for your customer and what they should expect. You can incentivize survey participation but only when necessary. Product feedback or a short survey form doesn’t warrant a discount. Making the email subject line personalized can yield to 26% better open rates.

Mopinion: How to Use Email Marketing to Get Feedback from Loyal Customers - Subject Line
Source: Grammarly

Send your email at the right time

Timing is essential when asking for feedback. The sooner you ask for feedback, the better the response because customers have a more precise memory of their experience as opposed to waiting a month before you send an email. Imagine giving feedback on a product that you ordered a year ago, versus what you purchased two weeks ago. You’ll be able to write better feedback because you can still recall your experience. However, it doesn’t mean you should set the email trigger a day after the order was placed. Give your customers a week or two to use your product or service.

So, is there a specific day you should send your email? According to CheckMarket’s report, Monday is best for B2B. There is no specific day for B2C companies.

Mopinion: How to Use Email Marketing to Get Feedback from Loyal Customers - Time

Wrap Up

Email marketing is not only for generating sales or increasing website traffic. You can also use it gather feedback to improve your product or services and build a stronger relationship with your customers.


About the Author

Jericho Gonzales is a Content Marketing Specialist at Campaign Monitor. After seven years of feeling empty and dissatisfied with his career in the financial industry, he decided to follow his dreams and become a writer. When not busy with wordcraft, he immerses himself in the worlds of fantasy and science fiction, whether it be in the form of novels, video games, or movies.