Anonymised case study · Customer experience
Putting the first feedback question inside the email
A one-click rating flow removed unnecessary steps between an email and a customer's response.
- Role
- Growth marketing manager
- Focus
- Feedback design and email journeys
- Outcome
- One click to a prefilled response
Customers received a link to a long external feedback form after an email. The link opened another tab, many questions did not apply to every customer, and the effort required to start the form was high.
What I did
A practical way through the constraint
- 01
Use the capability already available
I used the team's existing form tool and its ability to accept values through a link.
- 02
Bring the rating into the email
I designed the email to look like a simple one-to-five rating question. Each star sent the customer to a form with that rating already selected.
- 03
Reduce the work after the click
The customer only needed to confirm or add relevant feedback, rather than start a long form from scratch.
Result
What changed
The journey became shorter and clearer for customers. It made giving a quick rating feel like part of the email instead of a separate task.
Organisation, form provider, and email design details are withheld.