How to write better email texts for your surveys

8 pointers and examples of how to emails

1. What is the survey about?

Be clear with the content and purpose of the survey. Try and make it as short and concise as possible.


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2. Why should the recipients respond to the survey?

The percentage of answers increases if you give them a good reason for responding and explain why it is vital that they respond.

3. How long will it take to respond?

Be honest! If you are unsure, ask some colleagues to respond to the survey and see how long it takes. If it is a short survey, you can use that as an argument to respond and if it is a longer one, it is good to provide the recipients with plenty of motivation to respond to the whole survey.

4. How will the results of the survey help you?

Don’t forget to write how important the respondents’ feedback is and how it will help you to improve your product/support/service.

5. Is the survey anonymous?

If it is anonymous, be sure to tell them, in order to obtain answers that are honest.

6. How should the subject field be worded?

The subject field is the first thing that the respondent reads. Keep it short, easy to understand and with a clear purpose. You can also do a test by sending two emails with different subject fields to a small group of respondents to see if either of the emails receives a larger percentage of answers.

7. Which email address is the survey sent from?

Use an email address that the respondent will immediately recognise, otherwise you will risk having the email dismissed as spam.

8. Who is the sender of the survey?

Most companies use the company name as the sender, but it can also be effective to use a specific person as the sender. You could, for example, send the survey from the product manager if the survey is about product development or from a sales representative who has had direct contact with the customer.

Examples of emails sending out surveys

As with all emails, it is important to use language that suits the company, the target group and the purpose. The most important thing is to be clear, irrespective of whether the email has a formal or informal tone. One example might look like this:


Another example: more personal with background data

Another example is when you send a more personal survey triggered by a specific event, a purchase for example. By using background data the respondent can be addressed personally by automatically including the name in the email. You can also add other information to the email, such as the product that was purchased or the store that was visited – everything to increase the relevance for the respondent and enhance the quality of the replies.


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