Feedback
Feedback collection blocks let you ask readers to rate their experience directly within an email. They combine a short prompt with a rating input – such as stars, thumbs, sentiment icons, or a numbered scale – to gather quick, low-effort responses without requiring users to visit a separate survey.
When to use
Use a feedback block when you need to:
- Gather satisfaction feedback after a service interaction, event, or transaction.
- Measure reader sentiment at the end of a newsletter or update.
- Collect quick ratings before directing users to a more detailed survey.
- Capture actionable data with minimal friction for the reader.
When not to use
Avoid using feedback blocks:
- In place of a full survey when detailed or qualitative feedback is needed.
- For complex or sensitive topics that require context or explanation.
- When the email audience is unlikely to interact with embedded content.
- More than once per email – use a single rating prompt to keep focus.
Variations
The NSW Email Toolkit supports four feedback rating styles, each available in centred and left-aligned layouts:
Rating scale center
Centred numeric scale that lets readers rate satisfaction from 1–10.
Rating scale left
Left-aligned numeric scale that lets readers rate satisfaction from 1–10.
Sentiment rating center
Centred emoji icons for capturing an emotional response at a glance.
Sentiment rating left
Left-aligned emoji icons for capturing an emotional response at a glance.
Star rating center
Centred star rating for measuring overall satisfaction.
Star rating left
Left-aligned star rating for measuring overall satisfaction.
Thumbs rating center
Centred thumbs up/down for collecting simple binary feedback.
Thumbs rating left
Left-aligned thumbs up/down for collecting simple binary feedback.
Design guidance
- Keep the prompt short and specific – one sentence is usually enough.
- Place feedback blocks near the end of the email, after the main content.
- Use only one rating type per email to avoid confusing readers.
- Match the rating style to the question – use thumbs for yes/no responses, stars or a scale for satisfaction, and sentiment icons for emotional responses.
- Avoid pre-selecting a rating to prevent biased responses.
Accessibility
- Ensure rating icons have descriptive alt text (for example, '3 out of 5 stars').
- Don't rely on colour alone to communicate rating levels – support with labels or numbers.
- Use sufficient colour contrast between icons and the background.
- Avoid hover-only interactions – email clients may not support them.