Benefits of Taking Feedbacks through Embedded Forms, Polls and Surveys in Email

Scope of improvement is totally based on the feedback you receive. Do something your subscribers loved and they shall help you by spreading the message. Do something that offended your subscribers and you can observe a sharp spike in your unsubscribe rate. In a nutshell, by measuring the metrics, you can analyze the kind of feedback your subscribers give you.

But in order to get the news directly from the horse’s mouth, email marketers are now starting to use embedded forms in their emails. In addition to that, you can also use polls or surveys to receive feedback right from the emails they received.

Types of HTML Email Form Elements

Text Box: Form field used to input small texts, mostly one word long. E.g. Names, Age, Company.

Radio Button: To select one answer from a choice of alternatives. E.g. Age Group, Data Range, Location.

Check Boxes: To select more than one answers from the available list. E.g. Interests, Hobbies, Preferential Data.

Practical Uses

1) Restaurants can use Radio buttons to allow customers to rate their experience in form of stars.

2) E-commerce retailers can use Text box to get testimonials from the customers against their purchases.

3) Customers can select their topic of interests from a list of checkboxes to receive email newsletters accordingly.


Email clients like Apple Mail, Gmail Desktop, Yahoo Desktop, AOL, and Outlook on Mac support embedded form in emails.

You can read more above the possibilities of using embedding forms in email in our blog titled “Integrated Forms in Email: Best Way to Know Your Customers

But MailChimp throws a Monkey Wrench in the works

The above embedded forms cannot be sent using MailChimp as it automatically removes the form elements. But thankfully you can create Surveys and Polls using MailChimp’s proprietary Poll & Survey merge tags.

<Your Poll Question Here>

The ‘x’ in the Poll merge tag specifies whether the poll should be displayed Horizontal (replace x with H) or Vertical (replace x with V).

The merge tags get converted into a clickable rating scale when the subscriber receives your poll campaign. Based on the question asked by you, the subscriber can click between 1–10 (which is fixed in poll and cannot be manipulated).

But unfortunately the subscriber is redirected to specific landing page based on their choice, so for asking a series of questions in poll, the subscriber shall need to return back to the email after answering each question.

On the other hand, in the case of survey, you can add numerous merge tags to increase the number of options.

For example:

Q. What do you prefer as a beverage?
*|SURVEY: Tea|*
*|SURVEY: Coffee|*
*|SURVEY: None of these|*
*|SURVEY: Both of these|*

Viewing the Poll Results

MailChimp system stores the captured responses in the campaign report whenever a poll or survey campaign is emailed to your list.

· Go to the Reports page.

· Click on the View Report button for that campaign.

· Go to Analytics360.

· Scroll down to the Poll Results section on the page.

All the information regarding the poll question- votes cast, pending votes, last vote cast and a table with all results- is displayed under Poll Results.

You can find out more about creating a survey and polls using MailChimp from our blog “How to Embed Polls and Surveys in Emails via MailChimp”.

Wrapping Up

Embedding Forms in your email campaign can be a good way to generate feedbacks regarding your services and is worth the efforts you put in creating the email campaign.