Build a feedback survey in your newsletter

Drive engagement and get valued feedback using this simple strategy within your newsletter.

Here’s a simple way to get feedback and drive your engagement and email reputation using emojis. You can assemble this in various ways, and we’ll show you the basics and give tips to customize your newsletter.

Objective: Drive feedback & increase engagement via clicks and replies.

How we’ll do it: We’ll use a mailto link to encourage users to click & send an email. You can use this technique in one-off newsletters or add it to your default templates for ongoing feedback. First, we’ll review the basics of what’s happening, and second, we’ll create a survey.

The basics: 

  1. In Newsletters, open a new draft.  Include a mailing address and unsubscribe so you can test your email.
  2. Add an emoji. 
    1. Easy keyboard shortcuts: PC= windows key + period, Mac CTRL + CMD + Space
  3. Highlight and link the emoji
  4. Customize and add this URL to the emoji: 

Example link:👍

You'll want to change these elements: = The email you want to receive the reply from subscribers

Feedback = The subject line of that email

👍(The Body Emoji) = The emoji in the email response's body. Both regular emojis and UTF HEX codes seem to work for most email clients. Your body message can be text; it doesn’t have to be emojis. 

Building a feedback survey:

  1. In newsletters, open your draft or template. 
  2. Add a new section, add a header “How’d we do today?” or similar asking for input. Hit return and enter three emojis with a space between each one.
  3. Additionally, you might make it a Header, so it is easier to see.  A typical emoji pattern here would be Bad, Meh, Good—experiment. Consider thumbs up/down, 1-5 scores, upvote/downvote, or maybe even a single heart emoji for readers to indicate they enjoyed a section.
  4. Add a link to each emoji you use. Remember to replace the body reply emoji in your link format. 
  5. Save and preview your feedback survey. When a link is clicked, it should launch your default email application on your device and preload the mail address, subject, and body of the email. Remember, while reader input is the best outcome, just driving engagement starts to give you an insight into your audience and contributes to your overall performance.