What are HTML Forms?
HTML forms are interactive components that allow users to input information. They typically consist of input fields, buttons, and labels. A common example of an HTML form is the checkout page where you enter shipping information when purchasing a product online. These forms are incredibly useful and are often used to create online surveys. So, you might think, “I use HTML code for the survey on my website, so the same HTML code should work in my emails, right?”
Unfortunately, anyone who has tried this will tell you—it doesn't work.
The Issue with Deliverability
When you add a survey built using HTML forms to your marketing email, it may display correctly in your email builder. However, once you send a test or launch it to real users, the email will either fail to deliver altogether, or the survey code will be stripped out. In cases where the email is delivered, it will likely end up in the recipient's spam folder.
Why does this happen? Email clients such as Gmail and Outlook have strict privacy policies designed to prevent senders from collecting user data through forms in emails. HTML forms can be used to track user behavior, so these email providers block or remove form elements to protect their users.
How to Structure a Successful Email Survey
To successfully embed a survey into your marketing email, you need to comply with these privacy policies. One way to do this is by using ‘table’ elements and a series of ‘mailto’ links to mimic the appearance of a survey or poll—without relying on HTML forms. The tables can be styled to look like interactive elements, and the mailto links can prompt users to submit responses via email.
For a simpler, no-code solution, you can use tools like Survey Magnet, which generate surveys and polls that are compatible with email. These tools ensure your surveys are properly embedded while adhering to email client restrictions, improving both deliverability and user experience.
Alternative Methods for Collecting Feedback
Embedding your surveys lead to higher engagement and more responses however, If embedding a survey directly in your email isn't feasible or doesn't provide the desired functionality, consider alternative strategies. We recommend a clear call-to-action (CTA) that links to an external survey hosted on your website.