Feedback Forms
Using a feedback form in a campaign
Linking a form from an email, choosing who to ask, and what to do with what comes back.
Last updated September 2, 2026
A form on its own collects nothing. It works when a campaign asks people to fill it in — a short email, one clear reason, one button.
The campaign around it
- Build the form first and know exactly what you will do with the answers.
- Write a short email — two or three sentences and a button. A survey invitation is not the place for news.
- Say how long it takes. "Two questions, thirty seconds" outperforms "we value your feedback".
- Pick a list of people who have a reason to answer: recent customers, recent visitors, people who bought a particular thing.
Who to ask
A recent, relevant experience produces answers; a general "tell us what you think" to the whole database produces silence and a few unsubscribes. Narrow the list.
Afterwards
- Read the responses within a few days, while people still remember answering.
- Follow up the ones that are really enquiries — an unhappy answer is a customer about to leave, and a warm one is a lead.
- Tell people what changed. A short "you asked, we did" email is the cheapest goodwill available.
DO NOT ASK WHAT YOU CANNOT ACT ON
A survey that goes nowhere teaches customers that answering you is a waste of time, and the next one gets fewer responses still.