Optimizing Customer Communication: Creating Survey Emails
Miguel Nicolás
27/05/2025
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Using survey emails is not only a way to boost our sales but also to enhance communication with our customers.
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We have set out to explore all types of emails that can be included in an email marketing flow. So far, we have already explored many of them with articles on promotional emails, newsletters, reactivation, feedback, educational emails, and the lesser-known relational emails.Well then, I hope you are ready to see some great examples of surveys applied to eCommerce. A powerful weapon that, let’s be honest, is used less than it should be, and not always in the best way.Let’s dive in.
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Advantages of Survey Emails in eCommerce
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Unlike other scenarios we have analyzed on our blog, surveys, as a concept and mechanism, do not require much explanation.They simply involve sending a form that may include one or more questions, aimed at evaluating our products or service.What might not be so obvious, however, are the benefits this brings to an online store like yours. Here are a few examples:
- Gain greater customer insight: by collecting information about customer preferences, we can improve the quality of our communication. We know what to send and how to segment.
- Helps us improve: constructive feedback is a great way to enhance everything from store processes to the products themselves. If enough customers complain about something... do not ignore it—work on it. Many others may be having a subpar experience too, even if they have not said anything.
- More interaction: the famous engagement is not limited to a single channel. Email marketing also helps extend interaction beyond social media.
- Fosters loyalty: brands must open up to their store users. When we send a survey via email, the message we’re really sending is: “Give us your opinion. It is important to know what you think. We have made it easy, and we are here to improve.”
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Examples of Survey Emails for Online Stores
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Now that we understand the value of these communications, it is time to see practical examples of how some online stores implement them in their campaigns.We will follow the same format as the rest of the posts in this series: we are going to choose real-life examples and highlight what makes them effective.
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#1 – Survey with Incentive
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Let’s start with online shoe retailer Frye. You probably know that this is a highly competitive segment, with major players like Zappos and marketplaces like Shein offering ultra-competitive fast fashion prices.In such a crowded space, perfecting your product and strengthening your brand positioning becomes essential.
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This survey email stands out because:
- Friendly copy that addresses friction points: it refers to the survey as “quick and easy,” which is exactly what users hope for in these situations.
- Offers a reward in exchange: many people will not fill out a form unless there is something in it for them. A reward greatly increases the completion rate.
- Encourages repeat purchases and loyalty: since the reward is redeemable credit for a future collection, it promotes return visits.
- Shareable: this small detail is often overlooked, but adding a link to forward the survey to a friend is smart. It taps into referral marketing with the added trust of a friend’s recommendation.
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#2 – Strengthening Brand Positioning
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We remain in the fashion sector, and it is not by chance. The truth is that it is one of the most active and successful in eCommerce. Therefore, it is an almost inexhaustible source of very interesting insights that we can apply to our segment or niche.As we were saying, we are talking about a fashion brand: Eton. One of its most notable characteristics is that it has a strong ethical positioning towards sustainability and the circular economy. This can also be enhanced through email marketing campaigns.
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Why this survey email works:
- Sells brand, not products: we have already talked about the importance of establishing relationships with our customers beyond commercial matters. An approach like this helps to project our mission and vision.
- Another copy that is hard to say no to. They are literally asking you for help to improve (while also informing us that they have a sustainability plan in their company).
- There is not a single sales button, but there are links to the main categories and their social networks. The first is a way to redirect traffic, and the second is their way of amplifying the reach of their message. It is very balanced, honestly.
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#3 – Less Is More
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Let’s leave fashion aside for now and move on to another trending niche: specialty coffee. It is one of those segments that hasn’t stopped growing lately, it’s everywhere and, of course, that includes the Internet.The case of this survey email from Sight Glass essentially includes elements we have already seen in the two previous cases, but combined in a different and, let me say , very clever way.
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We like this survey email because:
- Simplicity to avoid distracting from the action. When we have a clear goal, all the noise we add will only end up distracting us from the action we want the user to take. The design of this email is very effective.
- The user at the center: they do not want you to learn more about them, they want to learn more about you in order to improve.
- Duplicate links in the header and footer: if you love and know the brand, you might want to go straight to the store or blog, but if the message and tone win you over, you might go afterward. It may be redundant, but let’s not forget that this way, the links are always present (above and below the scroll line).
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#4 – Post-Purchase Survey
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When you see who is the protagonist of the next example, you may think: this brand again? Well of course, we are big fans of how our favorite online optical store communicates, that is why we always return to them as a success case.In case you do not know, I’m talking about Warby Parker. An optical brand that sells prescription glasses through its online store, its retail channel with its own stores, and its network of partners.
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We like this survey email because:
- It incorporates the survey into a transactional email: when you place your order, they send you the classic purchase summary by email (an email you almost certainly open). Why not include a survey? Now that the customer is excited about their purchase, they are more receptive.
- Incentive: as we saw in Frye’s case, a financial incentive always boosts effectiveness. The difference here is that the reward is not direct and not in the store, probably because the frequency of buying glasses is quite a bit lower than fashion. Still, the chance to win a $100 Amazon gift card is attractive enough for anyone.
- Crosses channels: as I said, Warby Parker has a store network. No one answers a survey in a store, you just want to pay and leave. But if they send it to you by email, why not taking advantage of a free moment to answer it?
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After everything you have read through this post, are you ready to optimize communication with your customer with survey emails? I am sure you are!