How to write a customer feedback email with sample email flow and templates

One of the most valuable things you can do for your customers is show them you care about what they have to say. Customer feedback emails are designed to nurture connections and foster a deeper sense of appreciation with your customers.

You likely already know how important it is to consider your audience’s thoughts and feelings. After all, they’re the ones you make your products for! 

But how do you get the information you need without coming off too strong? And how can you get customers to respond to feedback requests, like surveys and questionnaires?

The answer lies in crafting a personalized customer feedback email. In this guide you have everything you need to start.

This is where Flowrite comes in handy, as you can create personalized feedback emails super fast. For example, check out our thank you for feedback template in action:

How to write a customer feedback email

To kick things off, every customer feedback email needs 3 key elements:

• An attention-grabbing subject line
• An engaging but brief body
• A strong call-to-action

Subject line gets your customers to open an email, but the body and CTA will be what makes them take the next steps. 

How many companies have hit a roadblock trying to get their customers to do more than simply open their emails? And how many more struggle to even get their messages seen in the first place?

With Flowrite’s AI-powered technology, you can put these tips into practice and craft irresistible copy your customers will love.

Before we dive deeper, let’s go over some customer feedback email etiquette, shall we?

How to ask a customer for feedback by email

There is a right and wrong way (actually, many right and wrong ways) to ask for customer feedback. Here’s what you don’t want to do:

Or 

Or

All of these subject lines feel like commands. They give recipients obligations when they should be providing options. To politely and effectively ask for customer feedback, you need to align your request with a benefit that motivates your audience to respond.

Benefits needn’t be over-the-top. It can actually be something as small as saving someone time. What matters is that you demonstrate, right off the bat, that you value your customers’ input, and you want to show your gratitude.

Here are some polite, non-salesy examples for requesting customer feedback:

Why are these effective? In example one, you offer a clear benefit through a small credit. Not only does this encourage a customer to buy again, but it also makes them more likely to open your email. Half the job is already done!

In example two, you provided a clear purpose and demonstrated that you value your customers’ time. They can make a difference in your company without compromising their own schedule to answer lengthy questionnaires.

Now, let’s move onto some of the finer points of customer feedback emails. 

Customer feedback email format

1. Customer feedback subject line

Your subject line is the most critical part of your email. Why? Because if people don’t resonate with it, they’ll never bother to read the fantastic copy you’ve tucked inside your email.

Our previous examples covered why some subject lines are ineffective and provided two alternatives. 

Whenever you write a subject line for a customer feedback email, ensure that you are clear about your purpose and provide some value. Worlds like “Help” and “Reminder” are less effective than you might think. 

Instead, opt for terms like “Invite” or “Share”. These are less demanding of the recipient and immediately give them an option to engage. 

People who feel like you value their choices are more likely to engage. 

Also, personalization goes a long way. Using the recipient’s first and last names, when appropriate, can make a difference. Consider the contrast between these two subject lines:

Subject line 2 is personal, to-the-point, and focuses more on the consumer’s feedback than your desire for it.

2. Customer feedback email body

The email itself should be under 300 words. You’re there to make a simple request and extend the opportunity to provide feedback, nothing more. Start off with a friendly salutation, then follow up with your proposal.

If you’re offering an incentive, such as a discount, then make sure you include this early on. The goal isn’t to bribe your audience, however. You really want them to share their thoughts because it helps your company improve its service.

So, the email body should accomplish 5 things:

• Let the customer know why you’re writing
• Express why you want their feedback
• Let them know how you’ll apply their feedback (aka how it benefits them)
• Tell them how long it will take
• Provide a clear CTA they can engage with on their own terms

3. Customer feedback email signature

Closing off your email should be short and sweet. Include a large CTA (preferably a clickable button) that they can interact with if they want to proceed. It should be undeniably clear where they need to go and what they need to do if they decide to share their thoughts. 

It’s best to sign off before your CTA, leaving the button as the last thing the customer sees on the page.

Avoid placing any text after the CTA. This can serve as a distraction that discourages participation.

Customer feedback email examples and templates

Now that you know how to write a customer feedback email let’s look at some examples you can use for your own company.

We’ve crafted an example email sequence with 5 emails you can use for inspiration. From first reaching out to following up, this series illustrates how to navigate the entire customer feedback process, or just the step you need to take.

Beyond simply stating a request, we’ve included a thank you email to customer for feedback template and emails to send when you receive positive or negative responses. 

5 Customer feedback email samples

1. Sample email requesting feedback from customer

2. Reply to customer feedback email sample

3. Thank you email to customer for positive feedback

4. Sample email response to customer for negative feedback

5. Sharing customer feedback with employees email sample

2 Customer feedback email templates

Now that we’ve looked at a customer feedback email flow, here are two customer feedback email templates you can use for your own brand. We’ve included one requesting feedback via email, and another requesting feedback via survey. 

Let us know how these templates work for you! Please adjust the tone, style, and verbiage to suit your business’s tone. 

1. Customer feedback request email template

2. Customer feedback survey email template

Final words

The best way to request customer feedback through email is to be specific, direct, and polite.

You want to avoid coming off as demanding or placing any obligation on your audience. Instead, open a line of communication that encourages them to share what they feel — the good, the bad, and the ugly. 

All of it helps your brand improve and become a better business. Using these free customer feedback email templates can help you easily craft compelling copy people relate to.

And as always, you can take your emails a step further by exploring Flowrite’s AI writing tool, that works like this:

Flowrite is hands-down the fastest email writing experience, that can help you scale your email outreach, while keeping the personal touch.

And the best part is that you can get started for free, so signup today!