How to Leverage Customer Feedback in Your Email Copy
Do yourself a favor. Think about the last email you wrote to your audience. Doesn't matter if it was direct response, information only, or a funny story told to keep them feeling good.
Did you write it based on what you think they want to read?
Or did you take a peek at what they’ve said they want to read?
If you haven’t been using customer feedback in your email copy… well, my friend, you’re leaving some serious engagement (and money!) on the table.
Here's the truth - your customers are literally telling you what they want. What they want to buy. What they want to know. What they want to read.
Yet, too many people don’t use this goldmine of information to shape their emails.
It's not some great superpower to get inside your customers' heads. Really, it's not.
Sidenote: it's a superpower to get inside your target markets' heads...but right now I'm talking about your buyers/customers.
All you need is good ol' feedback. That's right - customer feedback. When you collect and leverage insights from surveys, social media engagement, email responses, and more...
you’re no longer guessing what they want—you know what they need, and you can serve it to them on a silver platter.
How to Collect Feedback (Without Being Weird About It)
So, how do you actually get this feedback?
The researcher in me is excited that you asked. Here are a few ways you can get great feedback:
1. Surveys
- Send out a short survey. Ask your customers about their challenges, desires, and what they love (or don’t love) about your product.
- Pro tip: Make it short and fun! People love giving feedback when it doesn’t feel like a chore.
2. Social Media Comments
- Your customers are already sharing their thoughts in real time. Check out the comments on your social posts for instant feedback.
3. Product Reviews
- Don’t sleep on those reviews—they’re packed with real-world language you can use to talk directly to your audience.
Use That Feedback to Write Killer Emails
Once you’ve gathered feedback, you’re sitting on a treasure trove of insights. Now, it’s time to use it.
Address Their Pain Points
- If customers consistently mention they struggle with staying organized, start your email with, “Feeling overwhelmed by a million tasks and no clear plan? We’ve got your back.”
- Boom! They feel seen.
Highlight What They Love
- When you notice people raving about a particular feature, highlight that in your email copy.
- Example: “Our customers are loving the new drag-and-drop feature—because who has time for complicated setups?”
Use Their Language
- This is HUGE. Pay attention to the exact words your customers use and sprinkle them into your email.
- Example: If they say your product is “life-changing” or “a game-changer,” borrow that language! “This little tool has been a life-changer for so many of our customers.”
Oh, you're in ecommerce so you don't think this applies to you?
My friend, you need to do this more than you think. I'm serious. Especially with Black Friday coming up in November.
You want to stand out, right? You want your customers to come back to you...not your competition, right?
Then don't rely solely on Sales or Discounts.
Yes, your customers are looking for those discount numbers. And yes, you're going to offer those discounts. But so is your competition.
If you add copy that reflects the feedback you've gotten from your customers - they will buy from you again. They will see your competition's ads and emails and then see yours. And will buy from yours.
Let’s say your customer feedback shows that your audience struggles with finding time for self-care. Here’s how you could turn that into an email:
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Subject: Feeling too busy for self-care? We hear you!
Hi [First Name],
If you’ve been feeling like there’s just never enough time for yourself, you’re not alone. We’ve heard from so many of you about how tough it is to squeeze in self-care when life is so busy.
That’s why we created [Product], designed to give you a little me time without taking hours out of your day. And from the feedback we’ve gotten, you’re loving it!
See how I used the customer’s exact pain points and feedback to drive the message? That’s how you create emails that click with your readers.
Now It's Your Turn!
Next time you’re crafting an email, don’t just guess what your audience wants to hear—ask them! And then use that feedback to write emails that reflect their needs, desires, and experiences.
First - gather some feedback. Surveys, social comments, product reviews—wherever your customers are talking, listen.
Second - weave that feedback into your email copy. Address their struggles, highlight their wins, and speak their language.
Third - hit send and watch your engagement soar.
That’s it for now. I’m excited to see what kind of feedback-fueled magic you create in your next email!
Talk soon -
Charlene Burke
Let's Connect
P.S. Got a favorite way to gather customer feedback? Reply and let me know—I’d love to hear it!