What are email surveys?
An email survey is a highly effective method used to gather feedback from customers by sending surveys directly through email. In simpler terms, you either embed the survey directly into the email or include a link that leads to the survey. Once the customer receives the email, they can easily click through to the survey and fill in their responses.
For example, let’s say that a customer recently purchased your product online. To ensure they are satisfied with their experience, you can send a customer satisfaction survey to their email. This not only helps you gauge satisfaction but also gives your customers a chance to voice their opinions.
Types of email surveys
There are two primary types of email surveys: embedded email surveys and email redirect surveys.
Embedded email surveys
These are surveys where one or more (usually up to 3) survey questions are embedded into the email. Participants do not have to click on a link as they can directly see the survey and give their responses to those questions.
However, you cannot add many questions to the embedded email survey. Also, you cannot include interactive elements in this type of email survey. This is best suited for simple questions like NPS, CSAT, CES, or pulse (short) surveys to gather instant feedback.
Example email template:
Email redirect surveys
These are email surveys where a separate link is added to the email. When participants click on this link, they will be redirected to a survey platform or website page where the survey is being conducted.
This type of email survey is ideal for in-depth (classic) surveys where you can add numerous questions to the survey. However, one major limitation of this email survey is that many people might not open the survey link, leading to low participation.
Example email template:
How do email surveys work?
Here is a step-by-step guide to help you better understand how email surveys work:
Step 1: Choose the email design
First, you have to decide whether you want to send an embedded or email redirect survey. It is best to use a survey platform, which allows you to directly embed within the email body or provide an external survey link.
Embedding the survey allows customers to complete it without leaving the email, making it super quick and convenient. Providing an external survey link is best if you are planning for a lengthy survey and want detailed insights.
Step 2: Customize the survey content
Now is the time to customize the questions depending on your goals. If you want to know whether your customers are satisfied with your products or services, it is best to ask CSAT question. However, if you want to measure customer loyalty, make sure to add an NPS question.
After the main question, you can also add an open-ended question to gather detailed feedback and know the reasons behind their quantitative feedback. The main point here is to make sure the questions are clear and concise to encourage higher response rates.
Step 3: Tracking & follow-up
After sending the email survey, you can track responses through the survey platform’s analytics. If necessary, you can send a follow-up reminder email to customers who haven’t yet completed the survey, reminding them to share their feedback. With piHappiness, you can see who has completed the survey, the total number of responses, the dropout rate, and more.
Benefits of email surveys
Individuals and even businesses are opting for email surveys due to their ease of use and various other benefits. The primary email surveys pros are listed here:
1. Convenience
One of the biggest advantages of email surveys is how simple they are to create and send. There is no need for specialized tools or technical knowledge. Many survey platforms offer drag-and-drop interfaces that make survey creation simple. Once your survey is ready, you can choose the email template and send it.
2. Reach a huge customer base at once
Email surveys are best if you want to reach a huge customer base in one go. You can send surveys to hundreds or even thousands of customers without worrying about time zones or geographical limitations (you can schedule when to send the email survey). This makes it an excellent tool for collecting feedback from a diverse and large group quickly.
3. Better response rate
As you can personalize email surveys and send them directly to individual inboxes, they tend to have higher engagement rates than surveys posted on social media or websites. There is a high chance that people are more likely to open an email they have received directly, and personalization can encourage them to participate.
4. Send follow-up reminders
One of the best features of email surveys is that you can send reminders to non-responders. You can send follow-up emails with gentle reminders, which increases the chances of getting a response. Thus, an email survey is a simple way to increase engagement without much extra effort.
5. Survey automation & integrations
You can integrate email surveys with other tools, which allows you to automate much of the tedious process. From sending out surveys to collecting and analyzing responses, everything can be automated. Many survey platforms seamlessly integrate with CRM systems, email marketing tools, and analytics software, which can streamline your workflow and provide more targeted insights.
6. 1:1 personalized interaction with customers
Even though you can send a survey to many people, email allows you to personalize your outreach. You can address recipients by name, tailor the subject line to be more engaging, and even customize the content based on customer segments or previous interactions. This makes the experience feel more personal and less like a generic or automated email survey.
7. Low cost
Compared to other survey methods (physical surveys, kiosk surveys, etc.), email surveys are incredibly cost-effective. There is no need for printing, devices, or software bills, which significantly minimizes the cost per response. If you want to collect customer feedback on a budget, this is a major advantage.
Different use cases for email surveys
Check out different email surveys use cases:
- Market research surveys: Market research surveys are important for businesses and researchers who want to better understand the trends, preferences, and behaviors of their target audience. With these surveys, businesses can collect data that helps in making informed decisions, identifying opportunities, and forecasting market trends.
- Post-purchase surveys: Post-purchase surveys are sent after a customer has made a purchase. This is the perfect time to check in and find out if the buying experience lived up to their expectations. You could ask about their experience with the website, the checkout process, the delivery speed, and more.
- Customer experience & satisfaction surveys: If you want to measure how your customers feel about your product or service, email surveys are a great tool for that. These surveys help you understand customer satisfaction levels and brand loyalty, often through metrics like Net Promoter Score (NPS) or Customer Satisfaction (CSAT).
- Industry-specific surveys: Different industries have their own unique touchpoints, challenges, and customer needs, which means the types of surveys you send might differ too. For example, in the hospitality industry, you might want to send surveys about the overall guest experience, cleanliness, and staff friendliness. By customizing surveys to specific industry needs, you can collect data that is highly relevant and actionable for making improvements in your field.
Tips for creating effective email surveys
Now that you’ve got a good understanding of the different types of email surveys, how they work, and the benefits they offer, you might be ready to start creating your own. Before you start, though, it is a good idea to keep a few key tips in mind to make sure your surveys stand out and look professional. The below email survey tips can make a big difference in how engaging and effective your surveys are:
Use a simple, catchy subject line
Your subject line is the first thing recipients see, so make it clear, concise, and attention-grabbing. You can think of it as a mini headline that makes them curious or highlights the benefit of opening the email. Keep it direct—something like, “Quick 1-minute survey for a special discount!” can pique interest without being over the top.
Keep it personal
Personalization goes a long way in making your customers feel valued. If possible, address them by name and customize the content based on their previous interactions or purchases. A simple touch like “Hi (Name), we’d love to hear about your recent purchase…” can help your survey feel like a one-on-one conversation rather than an automated email.
Keep the content short and engaging:
As you might know, people’s attention spans are short, especially when it comes to email. Be sure your content is on point—no fluff or unnecessary details. Stick to a brief introduction explaining the purpose of the survey, followed by a few well-thought-out questions. You want your survey to be quick to complete, not something that feels like a tedious chore.
Explain why their feedback matters:
Let recipients know how their feedback will benefit them and others. Whether it is improving the product/service, enhancing customer experience, or helping shape future offerings, people are more likely to respond if they understand that their feedback will be valuable. For example, “Your feedback helps us improve and bring you better products” shows them that their time is well spent.
Optimize for mobile:
Many people check emails on their phones, so make sure your email survey looks great on mobile devices. This is especially important if you are including any visual content or links. A mobile-friendly design will ensure a smooth experience for users no matter what device they are on.
Focus on branding:
Consistency with your brand’s visual style is key. Include your brand colors, logo, and favicon to create a cohesive experience for recipients. This adds a professional touch and reinforces brand recognition, making the survey feel more legitimate and trustworthy.
Create a sense of urgency (but don’t be too pushy):
You want to encourage recipients to complete the survey without pressuring them. Use language like “We’d love to hear your thoughts—please complete this in the next few days” to gently prompt action. This adds a little urgency but keeps it friendly and low-pressure.
Let them know it won’t take long:
People are more likely to fill out a survey if they know it will only take a minute or two of their time. Let them know upfront that it is a quick task—something like “This survey will only take 1 minute” can help set expectations and increase response rates.
Offer an incentive (when possible):
If you can, offer an incentive for completing the survey. This could be a discount, a voucher, or even entry into a giveaway contest. A small reward can go a long way in motivating people to take the time to fill out your survey.
Choose the right survey platform:
Make sure you are using a user-friendly survey platform that makes it easy to create, send, and analyze your surveys. A good platform should allow you to easily track responses, customize your surveys, and even automate follow-ups for those who haven’t completed it yet.
When to send email surveys?
There’s no one-size-fits-all answer when it comes to the best time to send email surveys—this applies to surveys in general, not just email ones. You might be wondering why, and the simple answer is that it’s tough to predict exactly when people will have the time or motivation to complete a survey. People’s schedules vary, and there’s no guaranteed “perfect” moment that works for everyone.
That said, there are some general guidelines that can help you maximize the chances of your email survey being completed:
- Avoid weekends: Engagement tends to drop on Saturdays and Sundays as people are busy with personal plans.
- Choose weekdays, but not during work hours: People are less likely to complete surveys when they are caught up in work.
- Ideal Timing: Lunchtime or after work hours are the best times to send surveys, as people are more likely to be free and willing to engage.
With piHappiness, you have the flexibility to send email surveys whenever you like. Want to send it immediately? Go ahead. Prefer to schedule it for an hour or a few hours later? No problem. You can even set a custom date for when you think your audience will be most responsive. The power is in your hands to choose the timing that works best for your goals.