8 Tips To Creating The Perfect Email Survey For Customers

Posted By admin On 29/12/21

A common way to recruit respondents to take surveys is by sending an invitation email. Getting the survey invitation email right is vital to ensuring good response rates. A poor invitation email can lead to poor survey participation jeopardizing your ability to do any meaningful analysis of the survey data. Customer engagement is a key element for success in any business. Your email campaign should promote your brand and engage your customers. You'll start by learning to identify the goal for your effective email. You'll end by learning the right closing and the importance of an email signature template. We'll also discuss the use of images and animations in email, as well as the right time to send a business email. Now jump into these killer tips for how to write an effective email: 1. Create an online survey and start publishing surveys for free using exclusive tips, tricks and tech help from SoGoSurvey's official blog.

Online surveys are a great way to engage your audience and get feedback from them. You can use online surveys in any number of ways, including to find out what topics your readers want to learn more about:

  • Get product feedback
  • Conduct market research
  • Get customer service feedback
  • Gauge employee satisfaction
  • Plus plenty of other uses!

Making an online survey or poll is easy – there are many great online survey creators out there to help you craft that super survey. Let’s take a look at your options!

When it comes to online survey tools, you can choose between the free or paid route. If you’re just looking to do some light audience research, you should get on just fine with the free survey makers available online.

Usually the paid versions offer added capabilities like:

  • Survey logic. Survey logic uses information from previous answers to dictate the following questions. For example: Do you have a dog? If the user answers yes, the next question might ask what breed? If the user answers no, the breed question would be skipped.
  • Export data. Many tools won’t let you export your data unless you use the paid version.
  • Custom logo. Paid versions let you get rid of the tool’s logo and instead add your own.
  • More question types. Most free survey creators offer plenty of question options, like multiple choice radio buttons, drop downs, rating scales, etc. Usually paid versions offer even more options, like the ability to select multiple options in a dropdown, star rankings, grids, etc.

Got it? We took a look at the many survey tools available online and evaluated them to come up with our eight favorite:

  • SoGoSurvey
  • Survey Monkey
  • Typeform
  • Google Forms
  • Client Heartbeat
  • Zoho Survey
  • Survey Gizmo
  • Survey Planet

Let’s explore the online survey tools in greater detail.

1. SoGoSurvey

We’ll begin with SoGoSurvey for one simple reason—as far as free survey tools go, you won’t find another that delivers so much value.

The SoGoSurvey UI.

8 Tips To Creating The Perfect Email Survey For Customers

SoGoSurvey is an end-to-end survey design, distribution, and analysis platform. Because it provides a full suite of functionalities, SoGoSurvey users will never need to find additional tools for survey-related tasks―even if they’re not paying a cent.

Here’s a (far from exhaustive) sample of the tasks you can complete with the free SoGoSurvey account plan:

  • Unlimited surveys
  • Unlimited questions
  • 24 unique question types
  • Three skip logic/page branching feebies
  • Ability to embed surveys into emails and web pages
  • Up to 200 respondents per year
  • Data export functionality (Word documents and CSV)

Best of all, SoGoSurvey doesn’t put support behind a paywall. If you’re a free user and you encounter a problem, you’re entitled to 24/7 email customer service.

And if you’re looking to upgrade, here’s what you pay and what you get:

2. Survey Monkey

Probably the most well known name in the realm of online survey tools, Survey Monkey is an obvious contender.

In the free version, you’ll get:

  • 10 questions
  • 100 respondents
  • 15 question types
  • Light theme customization and templates

The system is well designed, pretty easy to use, and you can embed surveys.

The stinker: no exporting your data. Paid versions start at $26/month, with more questions, more respondents, and other features.

3. ProProfs Survey Maker

ProProfs Survey Maker is an online survey tool with advanced survey and analytical capabilities. With its minimalistic yet classic UI, it aims to delight both the user and the survey respondents.

The free version gives you access to:

  1. Unlimited Surveys
  2. Unlimited Responses
  3. Survey Scoring and Logic
  4. Professionally made templates
  5. Custom logo and branding
  6. Presentation ready reports
  7. Advanced analytics

The free plans also give access to over 100 professionally made survey templates that can be used in all surveys. These include templates for employee surveys, customer satisfaction surveys, NPS surveys, and more. Under the paid plan, ProProfs Survey Maker can be integrated with most major CRM and marketing tools.

When you sign up for a free trial of ProProfs Survey Maker, you have access to all the features for 15 days. After the trial period ends, you can choose from plans starting at $7 a month.

With loads of professionally made templates and a question bank with over 100+ question types, ProProfs Survey Maker is a comprehensive survey tool that is worth checking out.

3. Typeform

Typeform wins the championship belt for creative survey creation.

Typeform’s interface is elegant and its style is attractive, reflecting the company’s motto, “Asking questions should be easy, human, and beautiful.”

The free version, nicknamed the CORE plan, has a ton to offer, including:

  • Unlimited questions
  • Unlimited answers
  • Data export
  • Custom design themes or choose from templates
  • Basic reporting

These are some pretty great features to find in a free version, especially the unlimited questions and answers. While logic jumps aren’t available for CORE users, you can pipe respondent answers into the text of your survey (for example, if a user gives their name, you can call them by name in the following questions).

The Pro version, for $25/month, includes payment fields, a calculator feature for scoring and pricing, options to send respondents follow-up emails, etc.

With a beautiful design and hefty capabilities even in the free version, Typeform is definitely worth checking out.

4. Google Forms

Google Forms is another feather in the cap of the wonder that is Google.

Some awesome features of Google Forms:

  • Unlimited surveys
  • Unlimited respondents
  • Survey answers and data are automatically collected in Google Spreadsheets
  • Lots of theme options
  • Add your own custom logo
  • Add images or videos
  • Skip logic and page branching
  • Imbed survey into emails or website
  • Add collaborators
  • 100% free!

Google Forms is the only free online survey tool that provides free skip logic other than SoGoSurvey. This will probably be the first pick for most.

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5. Client Heartbeat [Paid Only]

Client Heartbeat is a pricier survey option starting at $25/month. Honestly though, since the basic version only allows for 50 contacts, you’ll probably want the Gold version at $57/month.

That’s a pretty big price tag compared to the other survey creator tools we’ve been looking at. However, Client Heartbeat does offer some much more advanced reporting features.

You’ll get alerts to warn you of unhappy customers, see how your customer satisfaction compares against your industry benchmark, as well as a testimonial widget that can display endorsements on your website.

6. Zoho Survey

Zoho Survey is another decent free survey creator offering. The free version gives you:

  • Unlimited surveys
  • 15 survey questions
  • 150 responses

You’ll get much more with the paid versions, which start at $39/month.

7. Survey Gizmo

Survey Gizmo creates some snazzy looking surveys, and they’re a great choice, even with the free version, so long as you don’t plan on getting a ton of respondents.

Survey Gizmo has a limited free version hidden towards the bottom of their pricing page. The free version offers:

  • Unlimited surveys and questions
  • 50 respondents
  • Several basic question types
  • Free templates
  • Basic reporting
  • Option to export to CSV

Paid versions start at $15/month and offer increasingly more features, like skip logic and piping, customized themes, multiple users, API, and data encryption.

The extra-pricey version offers integration with Salesforce, MailChimp, and other 3rd party software tools.

Consider checking out the full comparison chart between the free version vs. various paid options on Survey Gizmo to determine what plan will work best for you.

8. Survey Planet

The free version of Survey Planet is pretty robust, offering:

  • Unlimited surveys
  • Unlimited questions
  • Unlimited respondents
  • Survey theme options
  • Survey embedding

The Pro version, at $15/month, offers plenty of extras. With pro you can remove Survey Planet branding, include printable survey results, and include in-question images. Biggest caveat – only Pro version can export to excel.

Which is the Best Online Survey Tool?

While the best online survey creator for you will ultimately depend on your business needs and budget, I’d recommend starting with Google Forms or SoGoSurvey.

They both offer much more than any other free survey tool.

If your emphasis is on aesthetics, I’d suggest checking out Typeform.

If you want some intense analytic action, consider Client Heartbeat.

All the online survey tools discussed above have their own advantages, so prioritize what you want in a survey tool and have at it!

Do you have any favorite online survey tools that we didn’t mention here? Share your top picks in the comments!

Writing a solid survey introduction is not a waste of time.

You’ve created a survey and you need answers.

Preferably without respondents going “NOPE” at seeing the word “survey” in their mailbox.

It’s your one window to get in, create a feeling of sympathy and make people feel like “Mmkay, I want to help these guys out with my answers”.

In fact, it’ll be the same trigger that pushes you to read this article or not.
(No hard pushes though, just a gentle nudge. OK?)

There are a few essentials that make up an irresistible survey introduction. We’ve collected all of them for you in a useful list and written up a good (copyable!) example of each approach. And one PERFECT template that combines them all.

4 Aspects of Writing a Solid Survey Introduction

1. Provide all (relevant) necessary information

Based on what you want to ask and who, choose from the items below.
Don’t write an endless introduction for the sake of being correct.

Limit yourself to giving the essential information, and the trigger that your audience needs to take action.
Let people know:

– What’s your purpose?

If I asked you a bunch of questions, you’d want to know why I’m asking and why I’m asking YOU specifically.

Being clear and transparent about your purpose will help people see you as “someone they can help”.
Give them a chance to be a hero for one day. 😉

Simply state the reason for your survey and what you want to achieve with it, will persuade more people to complete it.

Use this template: We’d really like to find out how you feel about [research topic]

Saying what your purpose is, helps people value your research.
But actually showing what you do with your research, that’ll just draw them right in!
If you have previous results you can refer to and tie this to how people can help you now.

Don’t think, do it!

– Is it private?

Privacy is tricky as it is.
With people becoming more and more aware of the importance of their personal information, it’s necessary that you are up front.

Always be clear about what you plan to do (or not do) with the collected information and you’ll ease respondents into answering more truthfully.

Use this template: No! We don’t want to spam you in any way. So don’t worry, you will remain completely anonymous.

If your respondents aren’t anonymous, be clear to state what will happen to their information and why:

Use this template: We appreciate you letting us know who you are. We don’t want to spam you in any way, the data we collect will be used only for this research.

Extra tip: There’s only so much room in an introduction screen. If you want to be thorough, you can always add a link to your privacy policy in one of the slides before you ask your respondent to submit their answers.

Just in case you do plan to reach out to them afterwards. Always give respondents the option to “opt out”:

Use this template: If you want to be informed about the results of this survey and receive other news from [company name], enter your email here.

– How long will it take?

This is THE most frequently asked question when people take a survey.
Try to give your respondents a realistic estimate of the time it’ll take to answer your questionnaire.

Now let’s be honest!

We both know that your 10 open-ended questions will not get answered if you promised that the survey would only take a minute.

It’s up to you, not only to be honest about the duration, but also to make sure that you limit your survey to the essential questions and no more.
Respondents can and will abandon you for this.

When we send out surveys through email we will always write something along the lines of “This survey will only take 49 seconds of your time. Really! We timed it 😉 “.
(We actually do time it!)

Use this template: We realize how precious your time is. That’s why we made sure this survey will only take a quick [amount of time – preferably in seconds].

– What’s in it for me?

People want to win stuff.
It’s simple.

Winning does not necessarily mean a big prize.
People like to get knowledge in return, have a little fun with a game, get a coupon, …

Incentives are the perfect and easiest way to boost your participation rates.
(Aside from the introduction examples, make sure the incentive is relevant and useful.
Big and expensive does not equal relevance!)

Even people who are initially uninterested can be won over with a well-chosen incentive. Add more power and a little tease by adding a picture or video of the incentive.

Use this template: Think we were going to let you leave empty handed? 🙂 Take this survey and have a chance at WINNING our big prize [that you should specify here]!

– What audience am I in?

Of course, your survey will have a certain target audience.
So when approaching potential respondents about a survey, make sure to inform them about this chosen target audience.

Quickly let them know why you chose this segment and how your respondent fits in.
It’ll increase their recognition of how they can help you personally.

Use this template: Wondering why we chose you? We’re looking for [that which specifies your target audience]. And that’s why you’re a perfect fit!

– Who am I answering these questions for?

Knowing from which company the survey originates is another way of convincing your target audience.

Give some basic information about yourself as participants will be more reluctant to share any data with an unknown company.

Use this template: Nice to meet you! We are [company name] and [a little bit more about your company, or jump straight to the purpose of your research]

2. A simple thank you

Power up your survey introduction with a thank you note.
Hey, it’s not only a sign of appreciation, it’s the least you can do!

Your participants are giving up their time for you to benefit from.
They are not gaining anything from doing this (except maybe your super relevant incentive). Try your best to make this experience as human and “spontaneous” as possible by adding a personal touch, especially by thanking your respondents.

(Thank you, by the way. You’re doing an awesome job reading all the way to the end… )

Use this template: We personally want to thank YOU for every second invested in our research. You rock!

If your company and research allows it, make this even more personal.
Give your brand a face.
Adding a real person’s name works just as well in surveys as it does in a newsletter, blog post or podcast.

Use this template: Thanks for helping us out. From all of us at [company name], [your name] [your title (optional)]

3. Less is more

Take everything you’ve learned in the previous steps…
And now scratch that!

Because a little less will do.

We recommend to always write your survey introduction text as short as possible.

… Sorry, I know!

People – especially those in a hurry – don’t want to waste their time reading page-long introductions before finally being able to start your survey. Use only the essentials from the above tips. Then go ahead and just make your point.

8 tips to creating the perfect email survey for customers using

By writing up your survey introduction as short as possible, you force yourself to only focus on the most important message. And you don’t waste respondent’s time even before they’ve taken the survey. Getting them in is what’s most important.

4. Inviting atmosphere is key

The first step for your introduction is making sure people will enter your survey and answer questions. Your second priority, is making sure they’re honest.

Here’s how to get that done:

Honesty:“You get what you give. What you put into things is what you get out of them.” – Jennifer Lopez.
Don’t expect your participants to blindly answer in a truthful way if they don’t know the full picture surrounding your study. Offer all corresponding information from the very beginning to avoid sloppy data which could lead to “brand dilution”.

Neutrality: Try to remain neutral throughout your entire survey, not just your introduction. You often see companies using one liners like “leading company in our niche” or “Bringing you the best service”. Don’t do this! As it will only create confusion and prejudice instead of confidence and reliable data.

Now let’s summarize, and get to the good stuff:

The perfect survey introduction example

Followed all of the steps above? Nice!
You will have a survey introduction that is perfect and by the book!

Does it look like it got a bit too long?
Too much info?
Simply not as appealing as you thought it would be?

We wrote up a short, generic and to-the-point version for you to use. The perfect survey introduction example:

Use the ultimate template:
Hey, glad to see you around here!
First of all, let me thank you for taking our [survey duration] survey. You are a great help! 🙂
We at [company name] are on a daring quest to collect the right data about [survey subject]. Our target audience involves everyone who [target audience]. This is why we chose you!
And don’t worry, your data is just for [where you will use it] ]so [be clear about their privacy]. We promise!
– Get started and take your chance to WIN [a grand prize]

It’s most important to make this introduction represent you as a brand, organization or person.
It’s the first step of starting up a conversation.

And don’t be afraid to entertain: Don’t bore, get more. 😉

Extra tips & inspiring introduction examples

1. Increase brand recognition

Hey it’s you!

By adding your logo at the top of your intro screen, you’ll increase brand recognition without having to push it forward during the entire survey.

Make people feel like they’re talking to an old friend.

2. Use a conversational tone

Most people still associate surveys with these boring tasks that are basically – let’s face it – a waste of their time.


Spice up your language and bring some humanity into your questions.
Making your surveys more conversational will benefit your participation and completion rate tremendously!

EXTRA: If your brand and tone of voice allow it, throw in an interjection here and there. A “yee-hah” to show joy or an “ooh-la-la” to let respondents know they can win a prize?
Works like a charm.
Take a look at this list of interjections, for exclamations in every kind of situation.

3. Turn a frown upside down with emoticons

Go back 15 years in time and nobody would even THINK of using a smiley face.
Well, that period is over and now it’s totally fine.


8 Tips To Creating The Perfect Email Survey For Customers

In fact, did you know that the use of emoticons in your communication increases the empathy towards your brand?
Perfect to express the mood of your survey, if your message is a playful one.

4. What’s in a name? Don’t use the word “survey”

Long, boring, difficult, too much work, … the word “survey” brings out some awful associations. We cannot blame our respondents. Instead, ask people to answer “a few questions” or to “spare a minute of their time”.

8 Tips To Creating The Perfect Email Survey For Customers For A

By avoiding the actual word you’ll see an increase in clicks and actual responses. This works in the introduction screen of your questionnaire, but in your email invites as well for example.

Keep in mind though that you should stick to just 4 questions if that’s what you said!

5. Show off the (incentive) goodies

A reward for answering a couple of questions lowers the threshold tremendously! Even more so if there’s a game or contest connected to the reward. The thrill of playing and possibly winning something is a perfect addition to your survey introduction.

6. In all seriousness

There’s a time and place for everything, so if your questionnaire is much too serious for smileys or “whoopees”, you can still write up a longer introduction that eases the respondent into the setup.

A competency assessment, like the above example, is something that requires more information. They managed to put quite a lot of it in the introduction, but decided to refer to an informative page via a hyperlink in case an employee would like to read up before getting started.

8 Tips To Creating The Perfect Email Survey For Customers Without


8 Tips To Creating The Perfect Email Survey For Customers Will

  • October 14, 2020

    Great Tips. Took something away. Always good.

  • August 13, 2020

    Thank you for your fantastic tips.

  • May 6, 2020

    Fruitful & eye opening. Thank you very much.

  • June 29, 2018

    Thanks a lot. This will really help me.

  • March 5, 2018

    I should have read this in the past. I could have a great format. Thank you!

  • February 14, 2018

    One of the great article! Precise and Clear Information, Kudos!!!

  • February 6, 2018

    Thank you for taking the time to offer this guidance.

  • January 17, 2018

    Great tips to help get engagement and not sound like one more boring request for info