Knowing how important it is for you to get your customer's feedback about their recent shopping experience, we have introduced the Customer Feedback content block for our automated workflows and a preset Customer Feedback automated workflow. These new features will provide you with additional data that you will be able to use to segment your contacts and reach more targeted groups based on their good or bad experience.

Note, this automation is available for classic email builder only.


Before you start
Automation set-up
Content of the message
Popular use cases
Customer feedback with 3rd party apps

Before you start

Automation set-up

Customer Feedback automation is intended to ask your customers about their feedback on the products they have purchased. Therefore, we add a particular block to the automation workflow editor. To create this workflow, proceed to the Automations tab -> click on the Create workflow button and pick it from the list.

The setup process is the same as all our automated workflows - check our Automation Setup for more details. However, the major difference is the predefined customer feedback collection content block.

Automation trigger settings

By default, this automation has the trigger set to Order Status Changed -> Order Fulfillment status is Fulfilled. We recommend using this trigger since the automation should be sent after the customer gets the product and some time for evaluation.

It is also important to note that the Customer Feedback content block can be added to the automation with the trigger set to Order Placed or Order Status Change.

Automation trigger settings

Audience filter/Conditional Split

If you wish to trigger the automation for a particular category of customers, you may add an Audience filter or the Conditional Split block to the automation settings.

Filters in automation

Conditional Split

Exit conditions

Customer Feedback sequence has the default exit condition set to Order Placed, meaning that the customer exit the flow in case he re-engages with your store or receives all emails from the sequence. However, you may also cancel the flow under certain conditions, for example, when the customer purchases a particular product or depending on the country they specify at the check-out page.

Exit conditions


In the Trigger settings, you may also choose not to trigger the sequence for contacts who have already been in this automation. With Order Placed trigger in place, this sequence will be triggered every time the customer places the order.

However, since you may want to know your customer's feedback on every product they have purchased, you may want to leave this option disabled.


We suggest waiting 5 days after the order is fulfilled. However, you may want to adjust it according to the time it takes for your products to be shipped and the first impression to be built. If your customers need more time to try out the product, it might be better to increase the delay.

You don't want to rush, as it may annoy your customers, but you also don't want to be late, especially when you need to hear their voice or get a review published on your website.

Carefully estimate your business average and, if needed, test a few scenarios before your automation goes live.

Content of the message

You may add different messages to the automation workflow, including Email, SMS, and Browser Push Notification. We suggest creating Customer Feedback automation, but the content block offered in this sequence can be added to any other order-related workflow, such as Order Follow-up and Order Confirmation.

Customer Feedback content block

Add the block as you add any other content block - just drag and drop it to the preferred position on a particular automated email.

The Feedback block will appear in your preferred place on the email.

You can then personalize the text, including thumb texts, and the colors within the Content Editor. You can change (or translate) the headline, thumb up and thumb down texts. As for now, it is not possible to update or add more images to the block.

Although Omnisend doesn't have the option to link your customers to the page with the products they have purchased, you may still show them in the email message content by adjusting the settings of the Order block.

How to Measure Customer Satisfaction for Ecommerce

Segmenting customers based on the feedback

Once you start collecting the feedback from your customers, you will be able to send even more targeted campaigns and automated workflows based on the feedback they provide. To do this, you will need to select, under Segments, the rules: Shopping Behavior > Placed > Order > Customer order feedback.

Visit our Segments section for more information.

There is a number of ways you can use the collected feedback from your customers. We provide you with 3 most popular ways to get the most out of it.

  1. Exclude customers who left bad feedback from segments that are synced with Facebook or Google.

  2. Create a segment with customers who left bad feedback and send them an automated flow asking for more info. You can link a Google Form in those messages and this way collect even more detailed feedback on what's not ok.

  3. Create a segment with customers who left bad feedback and set it as a cancellation for any workflow.

Customer feedback with 3rd party apps

You also have an option to collect customer feedback via 3rd party apps. Good news is, that you can integrate some of those apps with Omnisend and use the feedback you collect for your communication. The most popular apps our customers use for feedback, reviews are:

Find the full list of available 3rd party app integrations here.


Is it possible to change the thumbs up and thumbs down signs or add more options to the block? Unfortunately, it is not yet possible to change the layout of the content block. You can only add some customization, change the color or font of the text, or set the background image.

If you still have any questions or need any assistance, do not hesitate to contact our Support team which is available 24/7 via in-app chat or email.

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