How to Gather Customer Feedback through Email Marketing

How to Gather Customer Feedback through Email Marketing


Requesting for custome from your loyal customers is one of the best ways to understand how consumers perceive your business brand. Whether the response you get is positive or negative, you can use it to make your brand better than others.

This also helps strengthen the relationship between buyers and sellers since buyers’ opinions are always appreciated and accepted by the respective department. Even though the feedback is precious, the means of collecting it is the main challenge.

Email marketing is an incredible way of collecting customer feedback across the business setting. However, you need to develop a good strategy before you go ahead to ask the customers to fill in the forms more about their reviews.

Besides, you need to understand the purpose of the move you want to take to be able to get the desired feedback. This might include things such as product improvement, determining better brand advocates, and creating a better customer support team.

Also, you need to have clear information about what you will do with the feedback you receive from customers. Create a funnel of your users and categorize them accordingly just like funnel chart excel and marketing funnel. Note that you don’t need to pursue customer feedback since there is no need for following through.

By having answers to all the questions mentioned above, you will have the best questions for specific customers and get the best answers to help you make the right modifications. Let’s go ahead and discover more about how you can use email marketing to collect customer feedback!

Categorize Subscribers Depending on Email Activity and History

Remember that what prospects need is entirely from what your loyal customer needs. A repetitive loyal customer has clear information about what your business brand can offer. On the flip side, prospects are on the journey of lead discovery.

Sending prospects, an email survey form similar to your regular loyal customers will not help you get the accurate results you deserve. When sending an email requesting feedback regarding a specific product, regular customers can respond quickly, unlike prospects.

This is because prospects haven’t purchased products from your business, so they lack comments regarding the products and the services that you offer. To collect genuine feedback, begin by segmenting your subscribers into different categories.

The segmentation of subscribers refers to the process of grouping your subscribers depending on their purchase history, location, age, and many more. In addition, filter the email list on your platform depending on the purchase history and when they joined your subscription list.

After creating the groups of subscribers, you can now pinpoint your emails to a specific group of subscribers and get reliable feedback. Try and ask them more about their experience and the reviews about the navigation across the business website.

Make Your Emails Short and Simple

When designing the email survey feedback form, it is always good to put yourself in the shoes of your subscribers. Thinks of a case where you are asked to attend an email survey that will take twenty minutes of your time, will you be willing to do it!

The answer is probably no since twenty minutes is a lot of time that you can use to attend to other stuff. Besides, try to take your experience as a consumer just the way you have customers and evaluate how you can make the survey easy and friendly.

Remember that this is not an exam where you create a lot of complicated questions that will turn out hectic among consumers. Reduce your email survey form into a shortlist of simple survey questions that your subscribers can complete within a maximum of three minutes.

When you create an email survey form that requires subscribers to take a minimum of five minutes, you will get a 15% poor response rate due to the amount of time the survey requires. To make it simple, focus on a specific product, insert a call to action, and make the copy scan able.

Keep your email short by hitting the nail directly to the head, try and explain your email’s ultimate goal, and specify the topic of discussion. Keep in mind that also your customers receive other emails that they need to respond to, so keep yours precise to save on time.

Use Compelling and Actionable Subject Lines

Regardless of how precise your email is, you need to use compelling subject lines to persuade your subscribers to open and do the necessary. This is one of the parts of email marketing that requires a lot of creativity.

Similar to the copy of your email, the subject line sends a heavy message before customers open the internal content. Customers are always busy attending to other stuff, and they do not have time to waste attending to petty issues.

You should convince them that they need to undertake the survey for you and their good. Using a short and precise email does not guarantee the feedback you intend to get. Focus on working on the subject lines you use to convince customers to do the survey.

Apart from using compelling subject lines, make them actionable in nature to tell customers what needs to be done with the email.

Send the Email at the Right Time

Timing is important, especially if you are expecting feedback from the message you sent. Note that the sooner you ask for feedback, the better your response since customers have low memory regarding their experience.

You don’t need to wait for a month to send an email survey asking about the feedback regarding the experience. You are most likely to get wrong answers that are likely to affect the ultimate goal of the survey.

If you purchased a certain item a few days ago, you are likely to give better feedback since you can still remember everything. However, you don’t have to set the email survey a day after the purchase. You need to give customers some time to use the product before requesting for feedback.

Bottom Line

Email marketing is an awesome method of gathering customer feedback that can trigger the success of your business. Try implementing the insights shared above to get reliable results from your customers!

Author Bio:

Lori Gillen is a Blogger/Content Creator who is specialized in the field of Digital Marketing & Data Analysis with 5 years of experience. Currently working as a Senior Content Creator.