Do you want to measure your customers' satisfaction with your products or services? And like most brands, you want to use the email channel, which is less expensive but relatively crowded today. To do this, you need to stand out from the crowd and capture your customers' attention to gather their feedback.

Importance of satisfaction surveys

The role of satisfaction surveys in improving the customer experience

Satisfaction surveys enable companies to gather extremely valuable information on the expectations and needs of their customers, information that is essential for identifying strengths as well as areas requiring improvement. 

In fact, according to a study by Gartner, 80% of companies that use customer satisfaction surveys see a significant increase in customer retention. The feedback obtained from these surveys can guide the company's strategic decisions, making it possible to optimize not only the products and services offered, but also internal processes.

Benefits for BtoC companies

In the BtoC sector, frequent interactions and short purchasing cycles make customer satisfaction essential. Satisfaction surveys provide valuable feedback for understanding consumer needs and expectations. According to a McKinsey study, BtoC companies that excel in customer experience management can increase their revenues by 10-15%.

Satisfaction surveys enable us to respond quickly to customer concerns. For example, a rapid response to a complaint can turn a negative experience into loyalty. By using survey data to segment customers and personalize communications, companies can increase engagement and loyalty. 

This is especially true in the banking and insurance sectors.nance or in tourism. This leads to higher retention rates and positive recommendations, improving customer satisfaction and sales.

Benefits for BtoB companies

In the BtoB sectorsector, customer relationships are often based on long-term contracts and high value-added commitments, making customer satisfaction all the more vital. Satisfaction surveys play a key role in strengthening these relationships, showing customers that their opinion is important and taken into account.

A study conducted by the Temkin Group revealed that BtoB companies that invest in customer experience are 60% more profitable than their competitors. By proactively addressing their customers' concerns, companies can prevent dissatisfaction before it has a negative impact on the business relationship.

1. Objectives of the customer satisfaction email

Clarifying intentions

Define the purpose of the survey

Before even drafting the invitation email, it's essential to clearly define thepurpose of the survey. This could be :

• evaluate the performance of a particular product or service, 
• measure overall satisfaction with a brand or a point of sale, 
• or to gather suggestions for future improvements.

A clear, precise definition of the survey's purpose enables you to design relevant questions and structure the email to emphasize this unique objective. For example, "We want to understand how we can improve our after-sales service to better meet your current and future needs".

Be clear about your expectations to encourage participation

Clarity of intent plays a central role in survey response rates. Recipients need to quickly understand why they are being asked to take part, and what this means in practical terms. Studies have shown that clear, concise emails have a 20% higher response rate. It is therefore imperative to explain in a few simple, direct sentences the purpose of the survey and how the results will be used to improve the customer experience.

Engage receiver

To grab attention in the first few seconds, the subject line needs to be catchy and relevant. Studies have shown that emails with personalized subject lines have a 26% higher open rate..

In addition to personalization, the subject line should be concise and inciting. We recommend using action verbs and proposing a clear added value for the recipient. 

These techniques, combined with a direct tone, greatly increase the chances that the email will be opened, read and inspire the recipient to respond to the survey.

By applying these principles, your satisfaction survey email will become an effective tool for gathering valuable insights. It also strengthens relationships with your customers when they feel listened to.

2. Structuring the invitation email

Email subject

Examples of eye-catching and effective objects

As we've just explained, the subject line is the first thing the recipient sees. It must therefore be sufficiently eye-catching to encourage them to open the message. 

Here are a few examples of effective objects: 

• "[First name] we value your opinion"
• "Help us improve our service" 
• "Your opinion counts for [brand name]"
• "Make your voice heard
• "Following your visit to [brand name] / Following your stay at [brand name]".

These objects are designed to arouse interest and curiosity, while being clear about the purpose of the email. Try to keep the subject line short, under 50 characters.

You should also avoid exclamation marks, question marks, capital letters and words like "urgent" or "free", which are quickly identified as spam. Also, try to avoid overly conventional subject lines such as "Satisfaction survey" or "Your opinion is important", which are seen over and over again and don't invite you to share your opinion.

Paying particular attention to your email subject will considerably increase your open rate, so take the time to write a powerful version.