Best examples of customer feedback in email campaigns: 3 examples that actually work

If you’re looking for the most reliable examples of customer feedback in email campaigns, you start with the post-purchase email. It’s the backbone of almost every serious ecommerce and SaaS feedback program.

Here’s how a strong version works in practice.

A DTC skincare brand sends an email 10 days after delivery. The subject line is simple: “How’s your new moisturizer working out?” The body has three tight sections:

• A single 1–5 star rating scale right in the email
• A short, optional text box on the landing page: “What did you like or dislike?”
• A small incentive: 10% off your next order for completing the 2-question survey

This is a clean example of customer feedback in email campaigns that respects the customer’s time and still gives the brand:

• A measurable satisfaction score
• Qualitative comments they can mine for messaging and product improvements
• Segmentation data (happy vs unhappy buyers) for future campaigns

Why this post-purchase example works in 2024–2025

Three things line up with current behavior and privacy trends:

• First-party data focus. With third-party cookies fading, brands are leaning harder on direct feedback. McKinsey has been writing for years about the rising importance of first-party data for personalization and performance (McKinsey, 2020). Post-purchase surveys are one of the cleanest ways to get it.
• Mobile-first design. Most people open these emails on phones. One-tap ratings and minimal scrolling are non-negotiable.
• Immediate value. A small discount or loyalty points reward makes the ask feel fair, not needy.

Some of the best examples of customer feedback in email campaigns use this format but tweak timing by product type. A mattress brand might wait 30 days for a real usage window. A food delivery app might ask within 1–2 hours of delivery while the experience is fresh.

You can also spin off variations:

• A “first use” email for software: “How was your first project in our app?”
• A “setup experience” survey for hardware: “Was installation clear and easy?”
• A “gift recipient” survey: “How did they like the gift?” sent to the purchaser

All of these are real examples of customer feedback in email campaigns that keep the core structure but change the angle to match the moment.

2. NPS and satisfaction emails: relationship health checks

If post-purchase emails are about a single transaction, NPS (Net Promoter Score) and satisfaction emails are about the relationship. These are classic examples of customer feedback in email campaigns that leadership teams actually read.

Picture a B2B SaaS platform that sends a quarterly NPS email to active customers. The email is short:

“On a scale of 0–10, how likely are you to recommend us to a colleague?”

Below the scale, there’s a single optional question:

“What’s the main reason for your score?”

That’s it. No long preamble, no brand story paragraph, just the ask.

How smart teams use this feedback

The best examples of NPS-style customer feedback in email campaigns don’t stop at collecting a score. They plug the responses into workflows:

• Promoters (9–10): Trigger a follow-up email asking for a review, testimonial, or case study.
• Passives (7–8): Trigger an email from the CSM: “What would move us from good to great for you?”
• Detractors (0–6): Trigger an immediate support ticket or escalation, often with a personal outreach from an account manager.

In 2024–2025, companies are also layering in CSAT (customer satisfaction) emails after key milestones: onboarding completion, first renewal, or after a support interaction. For example, a bank might send:

“How satisfied were you with your recent support experience?”

And offer three emoji-style buttons: unhappy, neutral, happy.

The examples of customer feedback in email campaigns that perform best here share a few traits:

• Sent at logical milestones, not random dates
• One primary question, optionally one follow-up
• A clear path from feedback to action (customers can feel when feedback goes into a void)

If you’re working in a regulated industry like healthcare, you also need to think about privacy and consent. The U.S. Office of the National Coordinator for Health Information Technology has resources on patient experience measurement and data use (HealthIT.gov). Even outside healthcare, that mindset—clear consent, minimal data collection, secure handling—builds trust.

3. Feature request and product roadmap emails: turning feedback into direction

Another powerful example of customer feedback in email campaigns: 3 examples that product teams love are feature request campaigns. Instead of guessing what to build next, you ask.

A project management app, for instance, sends a targeted email to power users:

Subject: “Help us choose what to build next”

Body: “We’re planning our Q3 roadmap. Which of these would help you most?”

• Better reporting
• Calendar integrations
• Mobile offline mode

“Pick one, then tell us why.”

This is a direct, honest example of customer feedback in email campaigns that:

• Gives customers a sense of influence
• Generates clear, quantifiable priorities
• Surfaces unexpected use cases in the open text responses

Real-world variations that work

Marketers in 2024–2025 are getting more creative with this format:

• Beta invite plus feedback combo. “Try our new dashboard and tell us what you think” with a short in-email poll and a longer survey for those who click.
• Roadmap transparency email. “Here’s what we shipped this quarter; what should be next?” with a quick ranking poll.
• Churn-risk outreach. For accounts with low usage, an email asking, “What’s missing or getting in your way?” often reveals product gaps or onboarding issues.

These are some of the best examples of customer feedback in email campaigns because they move beyond satisfaction into co-creation. The email is not just asking, “Did you like it?” but “What should we do next?”

4. Six more real examples of customer feedback in email campaigns

You asked for more specificity, so let’s get concrete. Here are six additional real examples of customer feedback in email campaigns that brands are actually running right now:

A. Onboarding “speed bump” email for SaaS

A workflow automation tool identifies that many new users stall after connecting their first app. Three days after sign-up, if the user hasn’t created a workflow, they receive:

“We noticed you haven’t launched your first automation yet. What’s holding you back?”

With three quick buttons:

• “I’m not sure where to start”
• “I don’t have the right data yet”
• “The setup is confusing”

Each response triggers a tailored help sequence. This is a sharp example of customer feedback in email campaigns because it’s contextual and immediately actionable.

B. Price change feedback email

A subscription box company plans a price increase. Instead of just announcing it, they send an early heads-up to long-time customers:

“We’re considering a small price update. Before we finalize it, we’d love your honest feedback.”

They include a short survey asking:

• How fair the new price feels
• Which parts of the service they value most
• What would make the new price feel better (e.g., faster shipping, higher-quality items)

This is one of those real examples of customer feedback in email campaigns that can prevent churn and guide packaging decisions.

C. Win-back feedback email for lapsed customers

A fitness app notices a user hasn’t logged in for 30 days. The win-back email doesn’t start with a discount. It starts with a question:

“We miss you. What made you stop using the app?”

With options like:

• “Too busy lately”
• “Didn’t see results”
• “Switched to another app”

Each choice leads to a different follow-up: shorter workouts, education content, or a comparison and offer. This is a practical example of customer feedback in email campaigns that informs both product and marketing.

D. Content preference feedback for newsletters

A B2B marketing newsletter wants to increase engagement. Instead of guessing, they send an email:

“Help us send you better emails. What do you want more of?”

With categories like:

• Case studies
• How-to guides
• Industry news
• Templates and checklists

Subscribers click their favorites and are auto-tagged. This is one of the best examples of customer feedback in email campaigns because it feeds directly into segmentation and higher click-through rates.

E. Post-event or webinar feedback email

After a live webinar, a software company sends an email within 2 hours:

“How helpful was today’s session for you?”

With a 1–5 scale and one open question: “What topic should we cover next?”

Responses shape the next quarter’s content calendar and reveal which segments are engaged enough to be good sales leads.

F. Support interaction follow-up

A customer opens a support ticket. After resolution, they receive:

“How did we do today?”

With a simple happy/neutral/sad scale and a text box. This is one of the most common examples of customer feedback in email campaigns, but the magic is in what happens next: low ratings trigger human review, and high ratings can feed into internal recognition programs. The U.S. General Services Administration has public guidance on using customer feedback to improve digital services (GSA, Digital.gov), and many of those principles map neatly onto this pattern.

5. How to design high-performing feedback emails in 2024–2025

Understanding the best examples of customer feedback in email campaigns is useful, but copying layouts without the underlying logic is how you end up with low response rates.

A few patterns stand out across the strongest real examples:

Timing beats volume

You don’t need more surveys; you need better-timed ones. Anchor feedback emails to:

• A clear event (purchase, renewal, support interaction)
• A behavior (stalling in onboarding, downgrade, churn)
• A lifecycle moment (30 days after signup, 1 year as a customer)

The earlier examples of customer feedback in email campaigns: 3 examples plus the six extras all share this: the question matches the moment.

One primary question, one optional follow-up

The best examples keep friction low. Start with a single, easy-to-answer question in the email itself (rating scale, poll, or buttons). Then, if you need more depth, collect it on the landing page.

Make the value exchange obvious

You’re asking for time and attention. Offer something back:

• A discount or credit
• Early access to features or content
• A clear statement like, “We use this to decide what to build next—your feedback directly shapes the product”

People are more willing to respond when they believe their input matters. Research on patient experience and engagement in healthcare has shown that when people see how their feedback is used, participation rises (Agency for Healthcare Research and Quality, AHRQ.gov). The same psychology applies in email marketing.

Close the loop

One thing that separates average from best examples of customer feedback in email campaigns is the follow-up. If customers take the time to respond, consider:

• Sending a “You spoke, we listened” email summarizing changes you made
• Thanking high-value respondents personally (especially in B2B)
• Updating your onboarding, help docs, or pricing pages based on recurring themes

When customers see that their feedback leads to visible changes, they’re more likely to respond the next time you ask.

FAQ: examples of customer feedback in email campaigns

Q1: What are some simple examples of customer feedback in email campaigns I can launch this week?
Start with three low-lift options: a post-purchase rating email, a short NPS or satisfaction email for active users, and a support follow-up email with a 3-point rating. These are proven examples of customer feedback in email campaigns that don’t require complex tooling and can plug into most email platforms.

Q2: What’s an effective example of a subject line for feedback emails?
Real examples include: “Quick favor? 1-question survey inside,” “How did we do?” and “Can you help us improve [Product]?” The pattern is honest, short, and specific. Avoid vague lines like “We value your feedback” without context.

Q3: How often should I send feedback emails without annoying people?
Most brands do well tying feedback to events instead of a fixed calendar. For example, one post-purchase email per order, one NPS email per quarter, and one support follow-up per ticket is usually reasonable. If you stack multiple surveys too close together, response rates drop and unsubscribe risk rises.

Q4: Do I always need to offer an incentive for feedback?
Not always. Many of the best examples of customer feedback in email campaigns rely on intrinsic motivation: users want the product to improve. Incentives help when you’re asking for longer surveys or when your audience is less engaged, but they’re not the only lever.

Q5: Which tools do I need to run these kinds of campaigns?
Most modern email service providers can handle the basics: triggered emails, simple polls or rating links, and tagging based on clicks. For more advanced surveys, you can integrate dedicated survey tools and pass data back to your CRM. The important part is designing the questions and triggers; the tech stack is secondary.