You’re probably familiar with email subject lines that say
something like, “Customer satisfaction survey,” “Let us know
what you think,” or “Feedback about your recent
But how many of those do you actually open?
You already know that subject lines can make or break any email
campaign you send out. The tricky thing about survey emails is that
you need your subscriber to do something for you once they open the
But before you get that far, you need to actually get them to
open the email. In this piece, we’ll go over nine key tips and
examples for creating solid subject lines for survey emails that
will actually get your emails opened.
9 survey email subject lines your subscribers will open
There’s nothing like raw and honest feedback from your
subscribers and customers. Unfortunately, if you’re sending out
survey emails with lackluster subject lines, your data probably
According to a
recent report, only 22% of marketers believed customer loyalty
for brands has increased over the past two years. 38% of customers,
however, consider themselves loyal to brands they love. This shows
a very discouraging disconnect between marketers and the people
they want to reach.
Why is this happening, and what can we do to bridge that
Well, like we mentioned in the intro, who are the people
responding to your surveys? If you’re sending generic “Let us
know what you think” survey email subject lines, it’s likely
that only angry or frustrated customers are going to respond.
That’s not good if you want to collect honest data about a wide
range of customers—both happy and unhappy.
When it comes to survey email copy, you have a lot of strategies
and tactics to make it work. None of that work is worthwhile though
if no one actually opens the email. Use the tips and examples below
to send out emails that actually get opened.
1. Trigger an emotion.
Imagine all the survey email subject lines in your inbox right
now. What emotions come to mind?
Are you having trouble coming up with an answer? That’s
probably because most of those subject lines don’t trigger any
type of emotion. They’re forgettable.
Just like with your other email campaigns, you want to invoke
some type of emotion in your subscribers when they see that Gmail
notification. Emotion always trumps rationale. “Let us know what
you think” will not produce an emotion unless the customer had an
extreme experience with your company.
While extremely positive reviews are great, it can take a lot to
counteract extremely bad reviews, so you want to aim for customers
who had a pleasant experience but may need extra reinforcement or
reward to write a review.
The easiest emotion to trigger in your survey subject lines is
empathy. People tend to identify with other customers as the
“us” and brands as “them.” That’s why word-of-mouth
marketing is so important.
Let subscribers know that they can help their fellow comrades
make informed decisions about your company or organization by
replying to the survey.
Example: “[Name], people have questions about [insert
product]. Can you help?”
2. Make sure it’s personal.
“Quick customer feedback survey” doesn’t necessarily pack
the punch you’re looking for. Not only is this email subject line
dry and boring, but it’s also extremely robotic and impersonal.
Your subscriber isn’t an inbox—they’re a human. So in your
subject lines, speak to them like a person.
According to research from
Accenture, 75% of customers are more likely to spend their
hard-earned money with brands that recognize them by name and
remember information about them. Plus, personalized emails
are vital for customer retention.
You’ve heard us talk about the importance of personalization,
and it’s extremely important to use it when you can in subject
You can also take it a step further by sending personalized
If you’re requesting feedback about a recent purchase, make
sure to incorporate the day, location, order number, and any other
unique information you have to help the customer recall their
Uber does a great job of personalizing their automated feedback
emails with a friendly tone and specific information about the
Example: Your Saturday afternoon trip with
3. Pose a question.
Even if you go the route of “Well, how did we do?” you’re
still engaging with the subscriber instead of simply reacting to
their purchase. A question forms the beginning of a conversation
with a real human being—it’s not simply a robotic response.
Questions are excellent survey email subject line choices both
for past purchases and general surveys about your brand as a whole.
Time automated surveys about products to go out after the
subscriber has had a chance to experience the item.
Example: Hi [name], how do your new [brand] sneakers
Amazon does a great job of engaging their customers when asking
Really Good Emails
4. Mention the word “survey.”
Specifically asking your customers to take a survey in the
subject line is a great and clear CTA right off the bat.
However, you should still word your subject lines in an
intriguing way. “Take our survey today” probably won’t
deliver the results you want. Instead, use personalization or some
kind of incentive along with the word survey to boost your subject
Example: Take a quick survey, earn 25% off.
5. …or don’t mention it at all
This isn’t carte blanche to completely dupe your subscribers.
You can, however, entirely avoid even mentioning the survey in your
Get creative. Consider how you would start a conversation with a
trusted friend you’re asking for advice, and write your copy from
Focus on developing a one-on-one relationship with your
subscribers in your survey email subject lines.
Example: “Hi [name]. Can we talk?”
6. Focus on the benefits.
Following up with the previous point, you can avoid mentioning
the survey in your subject lines by mentioning the benefit instead.
To do this, however, you need to offer some kind of incentive for
taking the survey.
For longer surveys, offer a bigger incentive—like 50% off a
one-time purchase. This may seem like quite a large give, but
remember the value of a customer’s time and feedback.
Even quick product reviews on your website could warrant a
smooth 10% or 15% off.
Example: Looking for 40% off?
7. Make sure your copy lives up to the survey email subject lines.
This point is crucial for several reasons: avoiding spam
filters, upholding your brand’s (and email service provider’s)
reputation, and getting the results you want.
If you make promises in your survey email subject lines, make
sure you follow through with it in the copy.
Likewise, you should also create engaging copy inside the
Example: Penny (or more) for your thoughts?
Really Good Emails
8. Keep it short.
According to research from
Campaign Monitor, over 53% of emails were opened on mobile
devices in 2015 and that number has only increased since. Survey
email subject lines need to be short so they fit into app
How short? You should be safe with 50 characters.
You should also keep it short so that your subject line copy is
concise, straight to the point, and easy to understand.
Example: Well, what do you think?
9. Encourage some kind of urgency.
If you don’t discuss anything about time constraints, your
subscribers might not respond. They’ll think about responding.
They’ll have every intention to respond. But they won’t
Expressing urgency can be as simple as using the word “now”
in your subject lines. You can also let subscribers know that the
coupon for taking the survey will expire at a certain time.
Example: Hey [name]. Time is almost up to earn 50%
Survey email subject lines are rough because, by nature, surveys
aren’t the most interesting pieces of content. Marketers really
need to use their creativity to come up with something unique that
will spark interest.
We could write an entire blog post on survey email copy but you
need to actually get subscribers to open the email first.
Otherwise, you’ve just wasted your time creating something
amazing that no one will ever read. Focusing on your subscribers’
wants, needs, and state of mind can help you develop subject lines
that hit home. Just don’t forget to A/B test a few.
Need help creating rock-solid subject lines or embedding
beautiful surveys directly into your emails? Campaign Monitor can
help with customizable
Source: FS – Email Marketing Blogs!
9 Surefire Survey Email Subject Lines