Shopify · 27 April 2021

10 Ecommerce Companies That Focus on Customer Feedback on Email and Why You Should Too


Consumers are benefitting from the surge in eCommerce. Most of the brands have gone online. Accordingly, shopping has also transitioned from brick-and-mortar stores to click of a mouse.

Customers are spoilt for choices, as new brands have sprung up, invading the age-old loyalty that many known brands were enjoying. But many “big” brands have continued to remain in the said league, as they transitioned with time and adopted the seemingly trivial yet significant best practices.

“Your most unhappy customers are your greatest source of learning.” This quote from Bill Gates has been adhered to quite well by large brands like H&M, Fashion Novas, and Marks and Spencer.

They have been able to retain their customers by keeping up with times and valuing customer feedback. 

For example, Fashion Nova responded to customer feedback that some of their customers wanted the exact same style that may have only come in smaller sizes but for a curvier silhouette. Customers, in order to be showcased on the Fashion Nova account,  have modeled the brand’s clothes on their Instagram accounts and tagged the brand.

With time, getting customer feedback has become an essential to-do in any existing or upcoming organization’s checklist.

Brands, big and small that are doing great online, are focusing on capturing customer feedback – via one of the most trusted channels for 1:1 communication – emails.

Don’t believe us? Here’s how they use emails to capture customer feedback. 


Brands that focus on customer feedback

1. Brand: Target

About: Target Corporation is an American retail corporation. The eighth-largest retailer in the United States, it is a component of the S&P 500 Index.

Notable feature about their feedback email: First, the email is acting as an ice-breaker by removing the hesitation factor.

Also, the “Before you write your review” part in the image text should be useful to both the customer and the brand. The customers get an additional opportunity to resolve any initial issues about the quality or to get specific information they were looking for but couldn’t find somehow. The brand is benefitted as they ensure that the customers provide the review after all of their issues are resolved. If, otherwise, the review could have been significantly biased against the brand just because of a slight information gap.

2. Brand: Everlane

About: Everlane is an American clothing retailer that sells primarily online. The company was founded in 2010, with the mission of selling clothing with transparent pricing.

Notable feature about their feedback email: First, the email uses personalization to perfection. Using the addressee name and the offering the gift card both as part of the subject line ensure a higher open rate.

The possibility of winning a gift card will improve the response rate of those in doubt or planning to procrastinate writing their responses. By defining the categories, such as fit and style, they have not only made the task of their customers a lot easier but also ensured clear segmentation for their team as well.


3. Brand: Chewy

About: Chewy, Inc. is an American online retailer of pet food and other pet-related products based in Dania Beach, Florida. Chewy was acquired by PetSmart in 2017. Their clear and concise mission statement is quite reflective of their focus as a brand – To be the most trusted and convenient online destination for pet parents (and partners), everywhere.

Notable feature about their feedback email: While separate, product-specific folds, all in one view, make it convenient for the customers, this feedback request stands out by listing key customer-centric features around the feedback forms. This not only ensures that the customers check these out before providing the feedback but also acts as a nudge to the customers, reminding them what all they stand to gain by staying loyal to the brand.

4. Brand: Casper

About: Casper Sleep is a public e-commerce company that sells sleep products online and in retail locations. It’s known for its award-winning mattresses, sheets & more.

Notable feature about their feedback email: The first line of the email gets customer attention from the word “go.” It starts with the assumption that the Casper product bought recently was put to use immediately and the user or the customer is now ready to share his/her experience. Also, by seeking honest feedback to advise other shoppers, the email is quite assuring to the customer that he/she can go ahead and share his/her experience, ensuring a higher response rate than without a feedback email.

Also, this feedback request stands out by listing key customer-centric features around the feedback forms. This not only ensures that the customers check these out before providing the feedback but also acts as a nudge to the customers, reminding them what all they stand to gain by staying loyal to the brand.

5. Brand: Warby Parker

About: Warby Parker is an American online retailer of prescription glasses and sunglasses, based in New York City. Warby Parker sells products through its website and features retail locations across the U.S. and Canada. It was started with the intent to provide higher-quality, better-looking prescription eyewear at a fraction of the going price.

Notable feature about their feedback email: Their email copy is a combination of multiple short sentences with the right words, an attractive CTA, and minimal text overall, which work well for them (remember children’s stories!). Short sentences like “Thanks for stopping by” and “We love feedback” would for sure give hope to a frustrated customer before he gets down to write his review or complaint.

A satisfied customer would go ahead with the order summary and then with the survey; note that the CTA in contrast and $100 gift card are quite distinct.

6. Brand: Frye

About: The Frye Company, founded in 1863, is a manufacturer of shoes, boots, and leather accessories.

Notable feature about their feedback email: This brand is known to rely on its legacy craftsmanship, expertise, and quality. We like:

1) how they rely on visuals to create an impact and

2) how while offering the gift, they specify the fall as the deadline of their offer

7. Brand: Prima

About: Prima is a best-in-class, purpose-driven holistic wellness brand elevating hemp-based CBD and functionally innovative botanicals. A women-founded organization based out of the US, Prima is built on the essential principle that balance is a critical part of health and happiness — and that we all deserve better.

Notable feature about their feedback email: This email uses a very clear subject line and a personalized approach to connect the Spotify channel with the product range. We like how the storytelling approach takes the reader/prospect through this journey wherein:
1) More visuals and less text are used consistently. This is a significant step, as other features stand out because of it.
2) Product segmentation is showcased per human moods, such as CALM and ENERGIZED.
3) The intermittent CTAs do not distract the reader.
4) The end is professional yet assuring.

8. Brand: Magic Spoon

About: A brand termed as “future of the breakfast” by Forbes, Magic Spoon started out as late as 2019. They are known for their “childlike cereal for adults” that’s keto-friendly and free from gluten and artificial sweeteners.

Notable feature about their feedback email: This is one of the emails that has almost everything going right about it. A new cereal flavor is launched not as a promo but as an optional flavor for the customer’s cake. The subject line clinches it. 

We also like their attempt to upsell and invoke the sense of urgency both in just one line – check out the use of “limited edition” and “5-Pack.” (They had 4 flavors earlier!)

9. Brand: Anthropologie

About: Anthropologie is an American clothing retailer with approximately 200 stores across the U.S. and Canada. Anthropologie is part of URBN brands and is known for clothing, jewelry, home furniture, decoration, and gifts. Their product offerings cater to five muses: soft & delicate; boho chic; easy cool; elegant classic; and modern sporty.

Notable feature about their feedback email
: We’d love to see the smiles on customer faces when they enjoy the 20% off they would get as an incentive, in addition to the improved customer service.

The email copy also lists the product categories right after the offer and feedback CTA. This layout style can encourage their half-sure customers on planning their next purchase and, therefore, complete the feedback.

10. Brand: Amazon

About:, Inc. is an American multinational technology company, which focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.

Its key principles include “customer obsession rather than competitor focus” and “commitment to operational excellence.”

Notable feature about their feedback email: We like this email copy for:

1) personalization – note how the subject line addresses the customer by his name

2) clear and specific size options for the customer to select and

3) if it’s the first review that the customer is providing for his purchases so far, a link right after the question tells him how to do the same for his earlier purchases as well.

Such efforts save time both for the customer and for the brand and help generate customer interest in tracking his purchase and related feedback.

What’s Next?

As an eCommerce business, you are already using emails to promote deals and discounts. You should also make it a point to use this communication channel to gather feedback that works.

Note that returning or repeat customers not only impact your business volume and RoI but also significantly impact the number of new customers through referrals and recommendations.

If you can get 20-30% of customers coming back every month and making a purchase from your store, you should do pretty well.

Qrite lets you do this with ready-to-use and customizable feedback templates that can be added to your emails. You can:

  • Implement NPS/CSAT feedback formats on the thank-you page of your online store when a shopper completes a purchase.
  • Request feedback via sms and email after a purchase has been made.
  • Provide editable questions in the feedback format.
  • Auto-segment +ve and -ve feedback.
  • Reach out to +ve feedback customers to request them for reviews/ratings.
  • Reach out to the ones who gave -ve feedback, asking for a resolution of the problem.

As a business, you need to ensure that customer feedback doesn’t become a routine exercise to understand shoppers but also helps you generate more revenue! 


Ready to take the first step towards getting to know your customers better? 

Sign up on Qrite today