Last month in our email case study, we looked at the receipt email from Michael Kors. In this month’s edition, we’re looking at another lifecycle email – the survey email. These emails are typically sent after a customer makes a purchase. These can also be sent after other interactions, like after the customer attends an event, or after a support call, etc.

Feedback emails can help you gather information about pain points in the customer journey, and key metrics that you’re trying to improve. Surveys can be customized to things in your business that you want to focus on.

In this post, we won’t look at the actual survey, but at the email requesting feedback from The Den. We’ll look at what was done well in the email, what was lacking, and what got us to click.

Survey Emails: What was good about The Den email?


The Den provides DIY jewelry-making workshops. Here is what worked well in their thank you email which included a request to fill out their survey.

den survey email

Reward customers for providing feedback

1. Thank you

Saying thank you makes customers feel appreciated for giving you business. The email highlights this in the heading, as well as the first paragraph of the body. A simple thank you can go a long way in improving a customer’s experience and opinion of your brand.

2. Photos

The next major part of this email is giving a link to photos taken during the workshop. Photos are great reminders of the experience, especially if they feature your customers. The link in this email went to The Den’s Facebook page where they featured albums from different events. This also helps grow their social presence, and makes the photos easy to share.

But, photos don’t have to be from a workshop or an event. You can link to your Instagram or other social platforms where people share photos of your products. For example, your Instagram can highlight different ways people are using your products, or of tips on how to use your products.

3. Reward for completing survey

The best part of the request for survey is the offer of a reward for providing feedback. In this email, customers get a $20 credit for future workshops with The Den. Instead of just thanking people for their feedback, this gives them something tangible as a reward.

Store credit works great because you’re locking in the reward to your own store. In addition, it builds incentive for customers to come back to shop more. A typical workshop at The Den costs upwards of $200, so the $20 is a small hit to the margins, but is a big enough reward for customers to come back. You can adjust the reward based your margins and average order value.

Survey Emails: What was bad about The Den email?

1. Layout

Although the email contains a lot of good content – link to photos, reward for survey, big thank you, etc., the layout is not broken into sections. Sections, along with section headings, help compartmentalize different things within the email, and makes the email easy to navigate through.

The generic image helps to remind customers of the workshop experience, but in this email, the image is too large and creates extra scroll space to the main content. Images can make good banners, but make sure the images are relevant and don’t take up too much space in the email if they’re not personalized.

2. No contact information

Jewelry made during the workshop may need future adjustments. The email does not include an email address or a phone number where customers can call for support or follow-up appointments for adjustments. This creates extra work for customers as they have to navigate to the website to find this information.

3. No next steps

The thank you or survey email can be a great opportunity to highlight other products, or workshops in this case. These can be up-selling or cross-selling opportunities, or simply showcase other products that customers may be interested in. This is especially useful since they will receive a $20 credit towards the next workshop for completing the survey.

The Den has workshops for more advanced DIY projects. Including these workshops in the email gives customers an idea of what they can do next within the series.

4. No signer

The email is not signed by anybody, which makes it feel impersonal. Including the name of an individual is probably one of the best ways to sign an email, even better if the name is of the founder / co-founder / owner along with their title.

Emails signed by owners make customers feel more important. They signal the fact that the owner takes an interest in each transaction, and that somebody of authority will receive the feedback.

Survey Emails: What gets you to click?


The two big ones are the link to the event photos, and the reward for completing the survey. The reward not only gives an incentive to customer to complete the survey, but since it is a store credit, it also helps build repeat business.

It also helps build customer loyalty as you are giving back something to the customers in return for their time and comments. Since most merchants don’t do this yet, it can help differentiate you, and create an image that your brand is generous.

Survey Emails: Takeaways


The thank you and survey email is an important part of lifecycle emails. It not only gives you feedback about things you can improve, but also signals to your customers that your business wants to improve.

You can give customers a reward for completing your survey. You can provide discounts or credits on your WooCommerce and Easy Digital Downloads stores using extensions:

  • For WooCommerce, you can use the Points and Rewards extension to manage points for your store. For example, 1 store point can mean $1 value towards a purchase. For customers who complete your survey, you can assign points to their account so that they can use these points for future purchases.
  • For Easy Digital Downloads, you can use their version of the Points and Rewards extension to assign and manage points which can be redeemed for specific dollar values by customers.

Do you use survey emails? What do you do to incentivize survey completion? Please tell us in the comments below.

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Posted by Jai Sangha

Jai is a regular contributor to Sell with WP, and helps merchants improve their WordPress eCommerce businesses with plugin reviews, marketing or customer service tips, and tutorials.

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