The orange bars show the statistics for a standard email invitation (with alink to survey hidden under a CTA button), and the blue ones show the click and completion rates when a survey is embedded in an email.
As you can see, when the email body contains the first question, the respondents’ attention is captured, and they are more likely to complete the survey. With Survicate, you’ll also receive partial responses, so even if they just answer the first question, you’ll be able to analyze the data.
So how can you embed a survey in an email without unnecessary hassle?
Find the best email survey software
Different survey tools excel at different tasks. Great customer satisfaction tools, for example, should allow you to quickly and easily embed surveys in emails. Let’s look at three pieces of software that make this possible.
With Survicate, you can use HTML code generated in our Share tab to embed your first question in the email body.
All it takes is two clicks (i.e., copy and paste).
As long as you use one of our supported providers (e.g., Intercom Emails, Mailchimp, HubSpot, and 30 others), the survey will look exactly like the preview. You can find a full list under the Configure Tab in our survey panel. You can also use other email marketing tools, as long as they support HTML.
The survey tool lets you edit colors, fonts, spacing, CSS, and much more. Depending on your subscription, you can even remove our branding and add your own.
If you want to send surveys with other email system providers (ESP), like Outlook, the first question may look different than in the preview.
This is because popular ESPs can render your email's HTML and CSS code in their own way. We can’t ensure they support all of our customization options. But if you know some code or have a code-fluent developer, you can use custom CSS.
You can also collect user attributes to track your respondents and schedule follow-up emails within the ESP. Do this by editing all the links in the HTML code to add merge tags that will capture the respondent attributes.
SurveyMonkey is another tool that allows survey email embeds, but the process is a little more complicated.
To embed a survey in an email with SurveyMonkey, add a supported question type to the beginning of your survey, ensure the design meets requirements, toggle to the Collect Responses section, and create an email invitation.
From there, you’ll be able to craft a marketing email containing your survey.
Note, though, that email embeds are a paid feature. If you want to make a custom survey, you’ll also have to upgrade. You can read more about the SurveyMonkey basic plan in our feedback collection tools breakdown.
Typeform also allows survey emails and pairs with 10 email service providers (EMS), like Hubspot, Nift, and Nimble.
In the share tab, you can click on “email invite,” and the tool will take you directly to your EMS, where you can edit the email message copy. Note: this method only creates a “naked link” inside the email body.
If you want to embed the first survey question, you’ll have to go to the “embed in an email” tab. You’ll get a code similar to Survicate that you can paste into a Typeform-approved EMS (they have 10). Your Typeform will have to be live before you can do this.
You can do this on the free survey plan, but you’ll only be able to collect 10 responses. Learn more about Typeform quizzes in our comprehensive rundown.
How to create an email survey
Let’s go through the steps of embedding a survey in an email with Survicate.
If you choose a different question type, a link to edit your survey will pop up along with information about what changes need to be made.
Why do we limit some question types? Well, Survicate offers many options. Some - especially ones that require drag & drop features - won’t work with an HTML code for emails.
4. Customize your survey
When embedding a survey in an email, you want to ensure it will look exactly how you want. Our email survey tool will let you alter the form appearance in any way you like. What’s more, the survey email embed will look the same as in the survey’s ‘Share > Launch in an email tab’.
Use the visual Survicate survey builder to change colors and fonts, or add media to your survey. If you have a higher subscription plan, you’ll also be able to add your branding.
Those code-savvy can use custom CSS to fine-tune the visual aspects of the survey. You can even edit line height, padding, and more. This is a paid feature, though.
5. Copy the email embed code
The share tab will generate a code you can simply paste into your EMS. If you use one that we integrate with, you can be sure your survey will look exactly like in the preview.
You can alter the HTML code to customize your survey further, but this will only affect the embedded question. To change the CSS in the entire survey, you’ll have to use the CSS button in the Design Tab. Our Help Center article goes over this process in detail.
6. Set up follow-up emails
Depending on the EMS you use, setting up follow-ups will look different.
Positive feedback lets you know what you are doing well. These respondents are great prospects for word-of-mouth advertising. You can also look into optimizing all processes in adherence to your positive data.
Negative feedback may be even more important. You’ll know which aspects of your business need your attention and how yourcan act on negative feedback to reduce churn.
Customize the survey appearance with our advanced features to keep things looking professional and on-brand.
You can send surveys for free with Survicate. The freemium allows one active survey for 7 days. If you need to collect feedback for more than one survey at a time or for longer periods, consider upgrading to a paid plan.
Senior Content Manager
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My role at Survicate is to create and manage content. I'm a copywriter, but recently I’ve also gotten into video editing. I devote the rest of my attention to my many pets.
NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.