Use email to know how your customers feel about you

By December 3, 2018Technology, Tips

Using email is one way to collect feedback from your customers about how your product or service is helping them meet their needs and goals.

Email trends like interactive email is one area that will come in useful when communicating with existing customers to get valuable information that will enable you position your brand to always meet their needs (and retain them). In this post, we will address the following about email as a source of funnel to get what your consumers think about your product or service.

Uses of email
Free email tools
Email strategies

Uses of Email

Email is a direct communication tool with your customers. Being a channel that almost everyone uses, this makes it a good tool in reaching out to customers about updates, new products and more.

While most people tend to focus on using email to communicate all manners of messaging, very few use this tool as a means to collect feedback about services from customers. Simply adding a paragraph in an email sent to customers with a question you will like feedback for, or sending a new email with the subject, “We want to know how we are doing!” will go miles in endearing a customer to you.

Another thing email affords you is that being a personal channel, the customer can be candid about their opinion and in the case where their satisfaction is low, their experience is shielded from public eye and you can work in silence to fix up. The same customer can be reached via email after their issue has been resolved or updated.

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Some Free email tools

Setting up email is easy. As a brand, when you get your domain name from a host, you usually get email as well. The email comes with some storage and any other tools your host has provided. In practice, you will find yourself sending emails to more than one of your customers. Bulk email senders are the solution to this. They offer you ability to upload a file of emails and broadcast one message to all.

You can personalize the email so everyone sees their name or something unique to them i.e.

“Thank you [name] for visiting us on [Date_visited] and purchased [product or service purchased and paid for]. We want to get your candid opinion of our customer service and plead that you help us do better for you by replying this email with how the experience was for you.”

  1. MailChimp – Commonly touted as the popular tool, MailChimp comes with a chest of useful and valuable tools to its users. From email automation to email drips, A/B testing, RSS feeds integration and more. The platform is easy to begin using and they have guides/tutorials that can really help get started and go pro in a short while. Particularly, it allows you send out surveys which can be used to collect customer feedback. Tracking and analytics also available. MailChimp is FREE for the first 2000 subscribers or for 12000 emails per month. Pricing starts at $10/month.
  2. Mailerlite – If you find MailChimp overwhelming, MailerLite is an easy option to work with. It has similar features as MailChimp but comes with an intuitive, easy to understand interface that allows you navigate it easily. MailerLite allows you create drip campaigns, resend your message if it hasn’t been opened or read and offers you analytics.
  3. ConvertKit – Using this tool will help you grow your email list by placing custom opt-in forms for website visitors. From there, you can get their user experience after they have engaged with your brand
  4. Hunter – Not a commonly known email tool. Hunter basically helps you find email addresses of people when you know where they work for instance and know their first/last name.
  5. MotionMail – With this tool, you can send FREE countdown timers in your email. Countdowns invoke fear of missing out and prompts your customers into taking action quickly.

3 email strategies

  1. Segment & personalize your email list – Calling your customer by name and other personalizations show your customers that you are a listening brand. A listening brand is known to always solve problems and hence your brand becomes their go-to fixer. Having “Hello [Firstname]”, instead of “Hello people” goes a long way and can end up being the critical factor to your email being read VS it being skipped.
  2. Drip – I have mentioned ‘Drip’ about twice above, what does it mean. Drip is the term used to denote a series of scheduled emails that will be sent out automatically after specific triggers are fired. e.g. when someone joins your newsletter, they get sent a thank you email, a few days later, they are sent a guide, supposing they make a purchase(another trigger), they can get a follow up email 3 days later or weeks later with another product they might be interested in.
  3. A/B Testing campaigns – This strategy helps you test two versions of the same email campaign on devices and channels. This is done to find the best copy of the campaign that should be sent out. By running the A/B test, you can find which CTA works best, which layout is suitable as well which campaign copy is producing click through to your desired action.


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Utilizing email as a channel to obtain feedback from your customers is easy to set up, implement and start receiving feedback. You likely have a list of your customers, segment such a list according to metrics that make sense for your business. Some common metrics you can work with is “high value customers”, “repeat customers”, “yet to purchase customers”. Personalize messages to these segments and perform an A/B campaign test to find the best copy to send. Get those feedback in and more importantly, work on the feedback you get. Then possibly send an update to the customer who gave that feedback. They will appreciate you for valuing their time and you will have satisfied, customers.

Do you have other ways you use email to collect feedback from customers? Share with us in the comment section.

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Ayoola Animashaun

Author Ayoola Animashaun

Ayoola specializes in developing business opportunities, driving operations growth, creating strategic initiatives & building solid teams. When he isn't developing brand strategy, Ayoola can be found playing basketball or organizing events for friends, clients and family to network.

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