Templates
Email template: a partner survey with four questions
This is the survey email used in the Shelly Group installer programme: four numbered questions in the body of the email, nothing to click, and a reminder or two. In the June to August waves, 13.6% of installers replied, against 3.3% for the first email alone. The base was an existing partner network, not a cold list.
Published by Sellinger AI. Numbers and settings checked on 19 October 2026 against the fact register. Report an error.
- of 1,966 installers replied across the first email and the follow ups (June to August waves, data to 9 October 2026)
- 13.6%
- would have replied to the first email alone: 64 of 1,966
- 3.3%
The text
Subject: [short subject in the partner's language] Hello [first name], [One sentence: who we are, and why we are asking.] Four short questions. You can answer in a reply to this email: 1. What kind of projects do you mainly work on? 2. Roughly how many Shelly projects do you complete per month? 3. What is your biggest challenge? 4. What is the one thing Shelly could do to support you better as an installer? [Team name, not a named person]
Hello [first name], A short reminder in case my first email got buried. The four questions are below. [the same four numbered questions] [Team name]
Hello [first name], This is the last time we will ask. The four questions are below. [the same four numbered questions] [Team name]
Thank you, this is useful. If you would like to talk it through, there is an optional 30 minute call: [booking link]
Why each line is there
| Line | Why it is there |
|---|---|
| Four numbered questions in the body | Nothing to click. 172 of the 210 complete surveys came back in one message. |
| The partner's own language | 51% of installers replied in a language other than English. |
| The questions repeated in every follow up | Seven installers asked for the questions again after a reminder dropped them. |
| Two follow ups | 76% of replies came only because of a follow up. The only two stop complaints came at touches four and five, so Shelly capped the sequence at two follow ups. |
| The call offered after the answer | No booking link appears before the survey is answered. 9 of the 17 booked calls came from this line. |
What it measured
| Touch | Reply rate |
|---|---|
| First email | 3.3% (64 of 1,966) |
| Follow up 1 | 5.3% (100 of 1,902) |
| With all follow ups | 13.6%, which is 4.2 times the first email alone |
The October wave was one week old and showed 2.0%, which is not a rate yet. The study claims engagement only, no sales.
Full numbers and what did not work: Shelly Group case study and the playbook.
When not to use it
- On a cold list. The base was registered partners, and the study has no data for cold use.
- When you want to sell. The email asks and does not pitch, which is why the study makes no sales claim.
- When nobody will read the answers. A person took pricing, support and the big projects.
- With more than two follow ups to a base you care about.
How to paste it into Sellinger
- 1
Step 1
Open Flow-Maker
In the campaign's drawer, open Flow-Maker and add three email steps.
- 2
Step 2
Paste the text
Paste each email into the step's instruction box. The box personalizes a pasted message with the lead's data, so read the first sends.
- 3
Step 3
Set the timing
Set the waits, about a week before the first follow up, and assign the flow to a segment.
Common questions
Do I need to translate the template myself?
Why a survey and not a pitch?
Is 13.6% a benchmark I should expect?
Sources and method
Shelly installer programme case study, Sellinger production data, read only, data to 9 October 2026. Text outside the four questions is our wording of the documented structure.
Related: Templates hub, Case study: Shelly installer programme, Playbook: four question partner survey, Use case: partner and installer engagement.
