Types, examples, and how to add them — Stripo.email

No matter how confident you are that you know your audience and understand exactly what they want, staying in touch with them is incredibly important. And email forms are one of the best ways to find out what each client thinks about your services. You can send them to thousands of your subscribers and collect transparent feedback in no time. But what types of email forms are there, and how to add them to your emails? This is what we will talk about.

Even if you think you know your audience, it’s key to check in and learn what they truly need. Feedback forms help you collect zero-party data — honest input straight from your subscribers. You can send them to thousands and get clear insights fast. But what types of forms can you use, and how do you add them to your emails? Let’s break it down.

Key takeaways

1. Feedback forms are an easy way to gather valuable information that can impact your business decision-making.
2. Interactive feedback forms in emails are five times more effective than ones that transfer the recipient to a dedicated page.
3. There are several types of feedback forms you can choose from: external forms, interlinked buttons, interactive forms (input fields, NPS forms, questionnaires).

Why feedback forms are a great communication tool

Feedback is the source of your future business decisions that shape the way your business works and provides to the audience. Forms are the simplest way to gather feedback in various ways that are convenient for both you and your audience.

You can create any form you like, add as many questions as you need, and make them as detailed as you want. Then, you can send it to every person on your email list. After that, all you have to do is wait for that precious feedback.

Types of feedback forms

Overall, there are three main options of how you can implement feedback forms within your email. Those options also shape the looks and way these forms operate. 

External feedback forms

The first and simplest option is an external form. At its core, it’s a regular link to a third-party page where the feedback form is already located. The form can be absolutely anything (questionnaire, open feedback forms, and much more).

For example, Skoda created an email with an invitation to share feedback and linked a dedicated feedback form to the Start Now button.

(Source: Email Love)

Interlinked buttons

This approach is quite similar to the previous option. You can create several buttons to which you can attach links. By clicking on the button, the recipient is redirected to a page where the feedback has already been automatically accepted. Each button is a separate page, to which its own feedback is assigned.

Hearth created a multiple-answer form to better understand why a particular customer abandoned the checkout process.

(Source: Email Love)

Interactive forms within email

These are the most advanced forms that emails have yet supported. They provide recipients with a web-like experience, which allows them to fill out the forms within emails. No additional web pages are needed.

This may seem like overkill — why bother implementing interactive forms in your emails when regular ones on dedicated pages do the trick? However, our experience has shown that interactive forms are more effective (to be exact, by five times) when they are implemented within emails. This demonstrates that people don’t like to go elsewhere to answer your questions and provide feedback. This correlation works for most interactive content.

The most interesting detail here is that these interactive forms have several shapes you can choose from to receive the kind of feedback you need, depending on how detailed you want it to be:

Forms with input fields

These forms can grant you the most detailed (or the most shallow, depending on the recipient’s mood) feedback for your services. These forms have input fields for open answers, so your audience can speak their minds freely.

(Source: Email Love)

NPS forms

Net Promoter Score, or simply NPS, is another way to create your feedback email. At its core, you ask the recipients one question they need to answer on a scale of 0 to 10 (or 0 to 5, or sad emoji to happy one, and so on). This is not the most detailed feedback you can receive; however, you will get the answer to the question you are most curious about.

(Source: Email Love)

Product review

This is another way of creating feedback forms that look similar to the input field forms. The product review form has it, too, but it also provides you with an NPS rating that your recipients can click to rate your services.

Questionnaires

Last but not least are questionnaires. This type of feedback form allows you to receive answers to the questions you really want to know about. All you need to do is create your list of questions and provide your recipients with the answer options. This feedback is not as detailed as that in open forms, but you have the opportunity to research the things you want to improve based on the feedback you receive.

Besides that, you can use it as a customer persona form to ask questions so that you can gather needed information about your clients (for example, their region, habits, and preferred content).

How to add basic feedback forms

Now, let’s get to the technical side of the question. Adding email forms is verified in difficulty depending on the type of form you want.  But fear not, as the forms we provide you can be added without any technical knowledge from your side.

External forms: Feedback via link

Let’s start with the easiest option, namely, a third-party form page linked to a button. We have a prepared email template to show you how you can add one.

• first of all, drag and drop the Button block to the place where you want your button;

  

• after that, give your button a CTA text to grab attention by adding it to the Button Text field;

  

• once it’s done, paste the link to your feedback form in the Link field.

  

And it’s done. You have an email in which each click on the button will take the recipient to your form page.

Interlinked buttons

Now, let’s go to the next level. Our task is to create several buttons, each with its own link. The idea of this form is to transfer the recipient to the corresponding feedback page depending on the button they’ve clicked on. Sounds complicated, but this is not much different from the form we described above. We have a prepared email template with a dedicated space for our form with buttons.

• first of all, let’s make a container with three sections by clicking on the Plus button, as we’ll need three separate buttons;

  

• after that, we equalize the sizes of each section to make it look pretty (and so our buttons can be the same size as well);

  

• once it’s done, we drag and drop the Image block to one of the empty containers and add our prepared image to this block (in our case, it’s a sad emoji with a “Bad” grade);

  

• we repeat these actions in the other two sections, so we have a row of three images;

  

• to make our feedback form work as intended, we add a link to the corresponding feedback type to our first image (and to the other images too).

  

Voila, you have a good-looking, simple feedback form. If the recipient clicks on the green emoji, it will transfer them to the corresponding good feedback page, where it automatically saves. The same principle applies to the other buttons as well.

How to add an interactive form

Interactivity is a different kind of beast, and creating an interactive form manually requires both technical skills and time. However, we have a few options in store to make the creation of interactive forms easy and fast.

AMP Form block

We have a dedicated AMP Form block that you can drag and drop into any place in the template. It comes with a predefined structure of one label, one input field, and a button that sends you the data from the input field. Every answer and email is sent from or saved in the Data Service, from which you can extract the file and analyze the answers.

This block is highly customizable, and you can add as many blocks as you want to create the feedback form you need. You can customize its content, text, buttons, colors, fonts, and much more to shape the appearance of your form to fit your brand style.

However, before jumping into action with this block, we advise you to complete a small training by reading our dedicated guide article for this AMP Form block. We’ll walk you through each detail you need to know, from editing your form content to creating your Data Source and checking whether it gathers the answers properly.

Interactive module generator

If you don’t have time to make any design actions within the editor, there’s another option you can take — our Interactive module generator.

Product reviews

We have included a dedicated Product review module, which has an NPS part and an input field for recipient feedback.

The whole interactivity part stays the same, as the recipient can interact with the feedback form within your email, and all the answers are saved in the Data Service. The idea behind this interactive module is to make its creation as easy as possible and to allow any marketer to design and add it to their emails. The creation process happens with the help of an intuitive interface.

You can customize the module content and its design using pre-prepared options or experimenting with palettes and fonts. Every module you create is packed in the file we send you, which has every version you need:

• an AMP version of your email that works in Gmail, Yahoo, and FairEmail;
• an interactive fallback that works on all devices and with all email clients that support HTML5 and CSS3 (it also works in Apple Mail and Samsung Email);
• a text fallback version that works with email clients that do not support HTML5 or CSS3, such as some Outlook apps.

Check out our dedicated guide on how to create your own Product review module using the Interactive module generator.

Questionnaire

If you are not a fan of input fields or NPS metrics, you can always turn to an old-fashioned questionnaire. The overall idea behind the Interactive module generator stays the same in this module: It’s easy to create, highly customizable, and grants you all the needed versions to cover most of your audience.

You can create any questionnaire you need using any number of questions. You can experiment with answers, images, styles, and more without the headache of hand coding — and adding the questionnaire to your email is easy.

Wrapping up

Feedback forms in emails are your go-to tool when you need to gather valuable information in a way that is convenient for both you and your audience. Emails are not only a delivery method — interactive feedback forms have proven their effectiveness within emails. You can ask exact questions, gather overall feedback, or determine your buyers’ personas via detailed questionnaires, all within your emails. Creating and adding questionnaires is also an easy process, so neglecting them in the business development process is a significant omission.

We’ve gathered every feedback form option you can create and use to your advantage and hope that this guide will help you gather feedback fast and easily.