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:

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.