How to improve your response rate

As the world's largest verified reviews platform, Feefo knows the value of receiving customer feedback as soon as possible. Whilst there's no exact science to it, there is plenty of advice available to get your response rates moving in the right direction.

Did you know the average email open rate is 18%?

From grabbing the attention of your customers to sending emails at the right time, here are a few changes you can start making straight away to help improve your chances.

1. Send your emails to the right people

No matter what product or service you’re selling, not all your consumer’s journeys will be the same, so there’s no reason why their emails should be.

For example, your business may sell online alongside brick-and-mortar stores, or perhaps you offer a diverse range of products that appeal to various demographics. Creating multiple campaigns to target these different customers won’t just provide the best customer journey - it will also give you better business insights.

By unlocking Multiple Campaigns within Feefo's Campaign Manager Tool, you can segment your data and create an unlimited number of bespoke campaigns. This means you can target specific customers with tailored requests, and even adapt questions to specific customer journeys.

2. Make sure your emails get opened

Once you’ve figured out who your emails are going to, it's time to look at how you can optimise your click-to-open rate and make sure more of your emails get read, more of the time.

What’s the best time to send feedback requests?

When it comes to getting a response, timing is everything. If you're building a calendar, the highest open and conversion rate tends to be the middle of the week - Tuesday, Wednesday and Thursday.

According to Hubspot, emails sent at 1pm have the highest click-to-open rates (22%), followed by 10am (21%). There is a third spike in the evening, around 6pm, when people get home.

You should also consider at which point in the customer journey you want to reach out to your customers. For example, do you want them to provide feedback on the ordering process, delivery or the actual product or service itself? You’ll need the email to arrive at exactly the right time so that the experience is fresh in their minds, which should improve the chances of getting a reply.

What are the most effective subject lines?

Don’t underestimate the power of a well-crafted subject line – this is your ticket to stand out in a busy inbox. So, what makes a click-worthy subject line that your customer just can’t ignore?

Research from Mailchimp suggests that attention-grabbing subject lines should be:

  • Personalised – Whether this is with a name or location, personalisation is shown to increase open rates in many cases.
  • Snappy – Remember that lots of your customers will be checking their emails on their phones, so the shorter the subject line the better.
  • Invitations – Recipients are intrigued by invitations and announcements.

3. The important bit – get a response!

Now that your email has been opened, let’s get your customer engaged and responding.

Personalised emails tend to perform the best, so customise, customise, customise! Feefo allows you to change just about anything you want when it comes to the content of your email.

From the header and the greeting to the body of the text, make use of all the different fields you can personalise to make your email as well suited to your customer as possible.

You’ll want your email to be scanned quickly by your customers, so keep it simple and decluttered and make sure you include an eye-catching call to action.  

Don’t be scared to follow up your feedback request with a quick reminder – despite your best efforts to get a response the first time, there’s every chance that your email got missed.


Given that there are lots of different factors that can affect it, it's more than likely you'll need to explore a tailored solution. However, making just one small change can have a positive impact, so it’s worth taking some time to audit your process to see where you may be able to improve.

As a starting point, check out the reporting suite in The Feefo Hub for an overview of your whole review process, and get a summary of the different touchpoints that could do with some improvement.

Find out more

There's never a bad time to review your approach to getting more insightful customer feedback. Get in touch with a member of our friendly team today to find out how Feefo can help.

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