I have been noticing a new trend in my inbox lately. Every company wants to know more – how they can improve, what features I like, how I discovered their company, etc. I only give feedback on companies that make it super easy for me.

I never click on survey or feedback links in an email.

However, I always rate and review things when it is embedded in my email and it only takes one click.

Google Checkout does a great job with this. I’ve rated more things via Google Checkout than on Amazon:

Followupthen does an amazing job with this as well:

How important is this?

Pretty important. Think about the last time you bought something on Amazon. How many of the reviews did you read? Would you buy a product with 0 reviews? This is a great way for your users to generate content for you and gather feedback about your products.

Quick Survey Tip:

The longer the survey/feedback form is the more likely I’m going to stop reading the questions and start filling bubbles in randomly. Limit yourself to 1 question if possible.

Super easy way to pull this off via Google Forms:

1. Go to Google Docs.
2. Click on “Create New” -> “Forms” (2 minute video of me setting up survey and embedding it in an email.