How to Optimize Emails With The Right Customer Feedback

How to Optimise Emails With The Right Customer Feedback
4 min read

Email is a powerful marketing tool that enhances personalized, two-way private communication. You have control over the data and are less dependent on third-party algorithms like in social media marketing.

Email marketing delivers strong ROI if done right. You can measure campaign effectiveness with metrics like click-through-rate, bounce rate, open rate, and conversion rate. If you want to go beyond analytics and understand why the numbers are what they are, qualitative feedback is necessary. Private and personal emails make an excellent medium to gather such insights, but managing the often-scattered responses has its challenges.

This article will provide you with tactics to collect as well as manage customer feedback received through emails.

What Can You Achieve With Email Feedback?

Here are three primary benefits of the feedback you collect with email marketing campaigns:

Go Beyond Numbers

The open rate, for example, tells you what percentage of the subscribers open your email newsletters. You can see which one in the last ten campaigns has the highest open rate, but the statistics don’t tell you why. With qualitative feedback, your contacts reveal their reasons for opening your emails, which you can apply in the following campaigns.

How to Optimise Emails With The Right Customer Feedback

Reduce Opt-Outs

When you get the people who unsubscribe from your list to explain their choice, you can stop guessing and start acting. Finding out what your readers want and delivering that content is the way to maintain an interactive and profitable email list.

Boost Customer Satisfaction

The first step to bump up metrics like CSAT, CES, and NPS is to find out what makes your customers happy. The answer often lies in qualitative feedback.

How to Ask for Feedback

If you want to get what you ask for, consider these two tactics specific to emails:

Attach A Short Survey to the Email

When you want feedback regarding a particular email, such as its design or length, attaching a short survey directly to the email is more effective than sending the survey separately.

Use a Widget

Place the widget at the bottom of the email, with a dedicated space where a reader can leave feedback. Check the example below:

What Feedback to Ask for

Here are a few areas you can ask for customer input and question samples:


These questions investigate how your customers rate what you send them.

  • Was this email interesting?
  • How useful were the topics?
  • Was the information/deal/product update relevant to you?
  • Did the content match your expectation from the subject line?
  • What are the topics you want to know more?
  • What would you like to read next time?
  • How would you rate the length of this email?  


These questions help to find out if your readers find it easy to read your content, including when using a mobile app.

  • Do you think this email was easy to read?
  • Does this email appear in full on your mobile phone?

Email Delivery

These questions explore your customers’ preferences regarding receiving your email

  • When is the best time to contact you?
  • How often do you want to receive emails from us?


Some additional questions you can ask:

  • Would you share this email with a friend?
  • Do you have suggestions on how we can improve this email?

What Can You Improve Thanks to Customer Feedback?

Every piece of communication is more than what you say, but the way you say it and the medium used to deliver the message. You can improve all three fronts with email feedback.


If you have recently started an email newsletter, you might find yourself experimenting with different types of content before working out the perfect formula. By asking what works, you discover what is most suitable for your specific lists.

After doing email marketing for a while, it could be challenging to find additional sparks. Why not take the customer-centricity approach and ask your reader proactively about their favorite reading? Find out if they prefer discounts and deals to the latest industry trends or a mix. You can also segment your list into groups, such as “long-read” vs. “snacky content.”


Some people prefer images; others would rather read text only. Knowing what the majority of your readers find agreeable helps you to make decisions regarding the layout, sizes of pictures, font choices, buttons, etc.

How to Optimise Emails With The Right Customer Feedback


Customer feedback gives you a better idea about the right frequency as well as the time of the day or week to send emails. Though the best time for email newsletters also depends on your workflow, competitor, and goals, your audience should be a decisive factor.

Bonus Tips: Email Feedback Best Practices

Here are some extra tips on gathering and managing email feedback:

  • Use short, open-ended, goal-oriented questions
  • Ask one question at a time
  • Integrate feedback into your A/B testing
  • Inform customers about your purpose of collecting feedback and your intention to protect the privacy of their opinion. Read more about privacy in our latest GDPR post.
  • Have a process in place on how you will act on the feedback

Usabilla for Email gives you a way to get insights from your users that go beyond open and click rates. Find out what users think of the content you send them and use it to improve your email campaigns. Keep your users happy and engaged by sending the stuff they want.


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