Gathering Customer Insights through Embedded Email Surveys

Gathering Customer Insights through Embedded Email Surveys


Picture this: you send out a survey and receive immediate responses without your customers needing to leave their email inboxes. Embedded email surveys offer this convenience, streamlining the feedback collection process. By integrating surveys directly into the email body, you make it easier for respondents to provide their insights, resulting in higher response rates. It also enhances the user experience and increases the likelihood of receiving timely and accurate feedback. In this article, we explore the practical benefits, types, and step-by-step implementation of embedded email surveys, helping you optimize your feedback strategy.

Customer Satisfaction Question Embedded in Email Message using Survalyzer

Why Embedded Email Surveys

Data from traditional survey methods is often incomplete, and response rates are low. The hassle of clicking a link, navigating to another page, and filling out a lengthy form is enough to deter anyone. Embedded email surveys eliminate these pain points by letting respondents answer questions directly within the email. This seamless approach not only increases participation but also ensures that the feedback you collect is more reliable.

Embedded email surveys address these issues by streamlining the feedback process. By placing survey questions directly within the email content, you can engage respondents immediately, making it easier for them to provide feedback. This approach not only boosts response rates but also ensures more complete data collection.


  • High Response Rates: Embedded email surveys typically achieve higher engagement compared to traditional methods. The convenience of answering questions directly within the email reduces the effort required from respondents, leading to higher participation rates.
  • User Convenience: For respondents, embedded email surveys offer a seamless experience. They can provide feedback without leaving their email client, making the process quick and hassle-free. This convenience encourages more respondents to complete the survey, resulting in more comprehensive data.
  • Cost-Effectiveness: Embedded email surveys can be cost-effective when using platforms like Survalyzer, provided that they offer comprehensive features that effectively integrate survey and email functionalities. This integration can potentially eliminate the need for separate tools, reducing total software costs and simplifying processes. However, businesses should assess their specific needs and the full capabilities of their platform to determine true cost savings.

Use Cases of Email Surveys

Types of embedded email surveys and their use cases infographic

Step-by-Step Implementation Guide

Step 1: Create Email Survey

Begin by crafting an email with a question and its corresponding answer options. These options could be presented in various formats like text, buttons, or images, provided they function as clickable links. Each link should direct the recipient to the designated survey, transmitting the selected answer via a URL variable.

For detailed instructions, including HTML code examples, go to our Education Center article. This resource offers a comprehensive guide on setting up your survey, complete with downloadable templates that you can use directly by selecting the ‘from file’ option when creating new surveys or messages in your account.

An example of application is an email featuring an NPS question that measures how likely recipients are to recommend our services. Below is an illustration of how this NPS question can be seamlessly integrated into the email, utilizing a template from our Education Center:

NPS Survey Question embedded in email message using Suyrvalyer

Step 2: Create Response Links

To effectively capture survey responses directly from your emails, it’s essential to construct links that embed URL variables. These variables ‘hold’ the value of the selected answer and pass it on to the survey system, enabling precise data collection.

Example of Setting Up Survey Links:

Whether you use personalized or general links, the key is to append a URL variable that reflects the respondent’s answer. For instance:

  • Personalized Link Example: If a respondent selects a score of 7, you would format the link as follows:

<a href="{{survey.personal_link}}?urlvar01=7">7</a>

In this case, {{survey.personal_link}} dynamically generates a unique link for each respondent. The ?urlvar01=7 part captures the score of ‘7’, passing it directly to your survey platform.

  • General Link Example: For anonymous surveys where individual tracking isn’t required, you might use a static link like:

<a href="">7</a>

Here, urlvar01=7 appends the score to a generic survey URL. If there are existing parameters (e.g., a language setting l=en), add the score using an ampersand (&), resulting in &urlvar01=7.

URL Variables in Depth:

URL variables are critical for associating the choices made in an email with specific survey questions. They ensure that the data collected is directly linked to the respondent’s selections, enabling more accurate analysis and insights.

For those interested in exploring the nuances of URL variables, our Education Center provides a detailed guide about this topic. Additionally, for insights into the strategic use of personalized and anonymous surveys, including their implications for data privacy and customization, check out our blog article on Anonymous Surveys vs. Personal Surveys. These resources are invaluable for anyone looking to enhance their survey strategies and data collection methodologies.

Step 3: Set Up Survey and Assign Values

Now we need to decide which scenario aligns better with our goal.

  • Scenario 1: No Further Questions
    • In this scenario, the survey consists of a single question, and no additional questions follow. When a respondent selects an answer, it is automatically submitted, and they are directed to a thank you page.
  • Scenario 2: More Further Questions
    • In this scenario, the initial question from the email is pre-selected in the survey, but additional questions follow. This approach allows for a more comprehensive survey experience by building on the initial response.

Set up the corresponding survey to match the question in the email. Use URL variables to pass the selected answer to the survey.

Assigning Answer Values:

  • Create an equivalent question in your Survalyzer survey that matches the email question.
  • Use a ‘Value Assignment’ element to apply the URL variable as the selected answer.

Step 4: Test the Survey

  • Cross-Client Testing: Test the survey across different email clients and devices to ensure it displays correctly and captures responses accurately.
  • Full Journey Test: Conduct a full journey test by inviting a small group of testers to identify and fix any issues before sending the survey to your entire audience.

Case Studies

Understanding how embedded email surveys work in a real business context can illuminate their practical benefits and versatility. Here, we explore a few instances where companies from various sectors have successfully integrated these tools into their operations:

Case Study 1: Retail Company Feedback Loop

  • Challenge: A major retail chain needed to improve customer engagement and gather immediate feedback post-purchase.
  • Solution: They implemented a single-question embedded email survey following each purchase.
  • Outcome: This straightforward approach significantly increased response rates and provided the chain with real-time data, enabling quick adjustments to their customer service strategies.

Case Study 2: Service Provider NPS Implementation

  • Challenge: A consulting firm required frequent and detailed client feedback to adjust their services appropriately during projects.
  • Solution: They incorporated embedded NPS surveys into their regular project update emails, using pre-selected answers to ease the completion process.
  • Outcome: The simplification of the feedback process led to higher completion rates of follow-up questions, providing the firm with richer and more actionable client insights.


Embedded email surveys simplify customer feedback collection by integrating the survey directly into the email. This approach enhances response rates and data quality, making it easier for customers to provide their insights. By using embedded surveys, businesses can gather accurate, timely feedback that informs better decision-making and strategic improvements.

By adopting embedded email surveys, you streamline the feedback process, making it both cost-effective and user-friendly. By leveraging practices and strategies outlined in this guide, you can improve your feedback collection process, ensuring high engagement and valuable insights that propel your business forward.

Christian Hyka

Managing Partner

Need Help Choosing the Right Survey Type?

Schedule a free 30-minute demo with our experts to discover how our tools can help you make the best choice and enhance your data collection process.

Schedule a Demo
Related Posts