Customer Feedback Emails: How to Write the Best Ones with Examples + Template

Customer feedback emails are an excellent way to collect active feedback and engage your customers. If you can hold your customer’s attention the moment they check their inbox, you stand to make big gains for your business.

But writing an effective feedback email is easier said than done. If your copy fails to hit the mark, you'll lose out on valuable feedback that can help you improve the customer experience.

In this article, we'll explore how businesses can craft effective emails. With the help of our best practices, real-world examples, and template, you’ll be able to level up your feedback emails in no time. 📩

Why customer feedback emails matter

Email campaigns are among the most powerful communication channels for businesses. After all, your customers’ email inboxes are a huge part of their lives.

According to an email statistics report, 88% of people check their emails daily. Moreover, 40% of them do it to look up a brand’s offerings. This could include coupons, discounts, new deals, and so on.

Given the number of people you can reach and engage with emails, it makes sense to focus on it for feedback collection. Here are three big reasons why customer feedback emails matter for your business:

• They help build stronger customer relationships. You show customers that you value their opinions enough to reach out to them. This practice fosters customer loyalty, which is a huge plus for your business.
• They allow you to gain valuable insights. Feedback highlights what works for your customers and what doesn’t. It points you in the right direction by bringing up your strengths and areas for improvement.
• They enable continuous improvement for your business. Collecting feedback from your customers helps you stay relevant and competitive. You’re always aware of your customers’ needs and expectations so you can keep improving your product.

Feedback is powerful - be it from emails or in-app widgets like this:

✨ Start collecting & managing customer feedback with Featurebase for free →

Best practices for writing customer feedback emails

The best customer feedback emails will engage your customers and get them to respond. Here are some best practices to help you write compelling customer feedback emails.

1. Crafting an engaging subject line

Your subject line is the most important part of your feedback collection email. 👀

It’s a single line that needs to hook the reader. If it fails to catch your customer’s attention, the hours you put into your email body will go to waste!

First, you want to keep your subject line short and simple. It should immediately resonate with the customer and make what you want from them clear. Your choice of words could make all the difference.

For instance, it’s tempting to use a phrase like “Help us improve our product with a quick survey.” It’s not a bad phrase, but it feels robotic and demanding. 

It’s worth remembering that customers don’t want to feel like they are being ordered around. You want to make them realize that their opinions have genuine value for you.

So, a better subject line would go something like this: “Hey [name], we’d love to hear from you in our 2-minute survey!”

Notice how this example doesn’t sound like you’re giving an order or even requesting help. It puts the customer front and center, letting them know you value their thoughts.

Another thing you’ll notice about this line is that it addresses the customer by name. This is a crucial feature of personalization, which brings us to the next tip. 👇

2. Personalizing the email

Personalization makes your email feel more relevant to the recipient. 

Address your customers by their name and reference their recent interactions with your product. This shows that you know who they are and value their individual input. 

For example, "Hi [name], we’d love to hear your thoughts on your recent purchase."

Businesses that personalize their emails experience 25% higher unique click rates. So, one of the simplest ways to get your emails rolling is to add that personal touch!

3. Keeping it Short and Sweet

People are busy, so keep your email concise. Get straight to the point and make it easy for customers to understand what you’re asking for. 

Use clear, simple language and avoid unnecessary details. Your customers are more likely to read and respond to a short email. 

In fact, 66% of respondents to an email survey said they prefer short emails.

Therefore, try to keep your email body under 300 words. Make it direct and to the point. State your purpose (gathering feedback) and provide an easy way for the customer to respond (e.g., a survey link).

The language should be simple and friendly, making it easy for the customer to understand and act on.

4. Providing a Clear Call to Action

A clear call to action (CTA) guides your customers on what to do next. Make sure your CTA is specific and easy to follow. 

For example, "Click here to take our 2-minute survey" or "Share your thoughts with us by replying to this email." 

A clear CTA increases the chances that customers will provide the feedback you need.

Your CTA should stand out and be easy to find within the email. Use action-oriented language that clearly communicates what you want the customer to do. 

Phrases like "Take our survey," "Give feedback," or "Share your thoughts" make the desired action clear and compelling.

5. Following Up

Following up shows customers that you value their feedback. After they’ve shared their thoughts, send a thank-you email to acknowledge their input.

Let them know how their feedback will be used and, if possible, share any changes made based on their suggestions. This will close the feedback loop and encourage future feedback.

For example, Featurebase sends out automatic emails to users when you implemented their feature request:

✨ Start collecting & managing customer feedback with Featurebase for free →

5 excellent customer feedback email examples

At this point, you understand the power of a well-crafted email. You also have a few pointers to keep in mind when sending out your next customer feedback emails.

In this section, we will use five examples to illustrate everything we’ve talked about so far. Along with the template we provide at the end, you will have enough inspiration to get started on an engaging email!

1. Atlassian’s “quick online” survey

If you’re currently working with tools like Jira, you are already familiar with Atlassian. You might even have received one of these feedback survey emails!

This email features quite a few of the components we’ve talked about earlier in this article. For one, the language is simple and easy to understand. You get all the information you need with a quick glance.

For another, with the help of phrases like “we’d love to hear” and “we’ll be reading every response”, it places value on the customer’s feedback.

Finally, the email thanks the reader and signs off with the sender’s name. This adds a personal touch to the email, making it more likely to engage the customer.

2. Rev’s humorous and friendly feedback request

Adding a bit of personality and humor to your feedback collection email is never a bad idea. As long as you don’t overdo it, it’s a great way to hold the customer’s attention despite being longer than traditional emails.

Rev’s memorable email starts off by making the customer feel valued and heard. Instead of directly asking for feedback, it makes it clear that the company wants to listen to its users.

The email copy itself is a case study in appealing to emotions. It uses humor and storytelling to compel the reader to provide feedback. With each line, the copy makes it clear that customer feedback means a lot to the Rev team.

Finally, the email offers an incentive—gift cards will be randomly awarded to survey participants. While offering rewards isn’t necessary to collect feedback, it certainly gives your customers an extra nudge to engage!

The CTA buttons add the finishing touches to a truly fun email. It stands out from the crowd of “Take the survey” buttons, making it more likely to be pressed by the customer.

3. Squarespace’s simple and straightforward NPS survey

Squarespace is an easy-to-use tool that helps businesses build websites. It applies the same simplicity and straightforwardness to its survey email.

Once again, addressing the customer directly by name is a great way to start the email. The rest of the body is simple and to the point. More importantly, it lets the customer know that all they have to do is click one of the numbers.

Not only are customers likely to read this short email, but they will also engage. Why? Because clicking on a number is easy and intuitive - that’s why NPS surveys are so popular!

The email concludes by expressing gratitude to the customer.

4. Shopify’s reward-based feedback email

Shopify is a hugely popular platform for building an online marketplace. Its customer feedback emails help it continue to improve its products for retail businesses.

One thing that stands out about this email is the structure. The first two bold lines pretty much give away what the email is about. The reader doesn’t have to go through the rest of the copy, which isn’t too long to begin with.

Just like Squarespace, Shopify emphasizes personalization and highlights the customer’s role in improving the product. When customers realize that they can help make Shopify “the best it can be,” they are more likely to participate.

Finally, just like Rev, Shopify doesn’t shy away from offering reward-based incentives. It also uses the concept of “scarcity” to great effect - by placing a deadline on the reward, it plays on the customer’s fear of missing out!

5. Canva’s “wishlist” email

A common theme in the customer feedback emails we’ve seen so far is the emphasis on the user’s opinion. Canva, the popular graphic design tool, perfectly encapsulates this theme with its wishlist email.

The copy starts by thanking the customer, making them feel like a valuable part of the company. It then highlights the role of customer feedback in the product’s journey, using numbers for greater impact.

The main part of the email is a simple but powerful question: what features or tools would you like to see in Canva next? The concept of a wishlist works so well because every customer already has one in mind!

The email also commits well to listening to customers without setting unrealistic expectations. There will be a ton of feedback, and it will naturally take time to process it all. In fact, you might even have to turn down some of the feature requests.

Finally, the CTA button emphasizes the wishlist concept, encouraging readers to talk about what they want.

Customer feedback email template

With the help of the tips we shared and some remarkable examples, you should have a better idea of how to craft that perfect email.

But here’s one more thing that could help you: a free template from yours truly! 👇

Subject Line: Your opinion matters to us!

Hi [name],

We're always looking to improve [product], and your thoughts mean a lot to us. We would love to hear about your experience and any suggestions you might have.

Could you spare a few minutes to [complete this brief survey/reply with your thoughts/share a quick video]? Your feedback will help us make [product] even better for you and others.

[CTA - Share Your Thoughts]

Thank you for being an awesome customer. We appreciate your time and look forward to hearing from you!

Best regards,
[Your Name] from [Company]

The template uses the following components of great customer feedback emails:

• Addresses the customer by name and signs off with the sender’s name (personalization)
• The subject line is simple and inviting (it emphasizes the customer’s opinion right away)
• The main body is short and easy to read (less than 100 words)
• Phrases like “love to hear from you” and “your thoughts mean a lot” keep the customer front and center
• CTA is action-oriented and easy to follow
• The main body concludes with a note of thanks to the customer

Wrapping Up

Customer feedback is a crucial part of user-centric product development. With email continuing to be a popular and accessible channel, feedback emails are powerful tools for your business.

By crafting engaging, clear, and actionable emails, you can gather valuable insights that drive continuous improvement and strengthen customer relationships.

Featurebase can help streamline this process, making it easier to collect, manage, and act on feedback. With our Free Plan, you can start transforming customer feedback into meaningful product improvements at no cost at all.

Don’t miss out on the opportunity to elevate your feedback strategy and take your business to the next level.

Start collecting customer feedback with Featurebase for free today →