How to Get Clients to Agree to a User Interview

So, you want to talk to your current clients/users to ask for their product feedback?

Here are some tips that helped us get 60+ quality user interviews in a period of a few months.

Use the Right Tools

Before you can reach out to your clients, you need to pick efficient tools:

(1) For fetching contacts

It’s important to have access to a client database where you can easily categorize cohorts based on your requirements.

We wanted to make the email outreach as tailored to each group as possible. So, we definitely did not send the same email to all of our users at once.

Manually separating thousands of users into groups is a nightmare, so we needed a good tool for this.

What We Used

We personally used Posthog for fetching users. Most of the time, we could easily set the requirements for each cohort on the platform, export the list, and call it a day.

At other times, there were cohorts that were more complex than we could explain in the matching criteria options. For example, we wanted to look at a cohort of users who stopped for at least two weeks but started using our product again. This requirement seemed to be too particular, so we just exported a retention cohort as CSV, pasted it onto a Google Sheets spreadsheet, and made it automatically check all contacts based on our requirements. We would then delete the contacts who weren’t a match.

So, Posthog could do almost everything for us. Probably no tool can perfectly fit every niche need, but you should choose one that works efficiently enough (whether it’s a CRM tool or something else).

(2) For booking a meeting time

You need to make the action of a user booking a time slot with you as easy as possible. Even if your outreach is perfect otherwise, it might fail due to a complicated booking system. People, understandably, don’t have the time or the patience to go through any more hassle with tech than they need to.

What We Used

We tried the free version of cal.com. It was convenient for one person. However, if multiple people want the same meeting to automatically appear in their calendar, we recommend getting the team plan.

Important features we looked for in a booking tool included:

Allowing users to choose between different meeting lengths
Setting restrictions on how far in advance someone can book a slot
Integrating with your availability and recognizing when you’re out of the office based on your linked calendar
Enabling edits to the meeting description on the booking link at any time

Pro tip: We created multiple different “event types” or links to accommodate different cohorts. This way, each booked meeting (which included the booking description) could indicate which cohort the user belonged to, ensuring we were prepared for different types of feedback. Managing multiple cohorts simultaneously was much easier with this setup.

(3) For outreach

Outreach tools streamline and personalize communication, making it easy to connect with users and track response rates. With the help of this data, you can do experiments with different cohorts and emails and see what works for you.

What We Used

For us, SendGrid has been a reliable email outreach tool that covers the essentials. Getting used to their component-based content building system didn’t take too long. It’s easy to preview and test the emails before sending them out to the masses. They also provide nice data about the performance of each email campaign (or single send).

At one point, after sending lots of different emails to different cohorts, our email performance plummeted. It seemed like we were automatically being sent to spam. We didn’t get any clear information regarding the reasons, but after a few weeks of not sending any new emails, the performance was back to normal.

Pro tip: for each email, you need to offer the option to unsubscribe. Make sure to create and choose a specific unsubscribe group for each email instead of using the Global Unsubscribe option. If you choose the latter, and the user unsubscribes, they’ll automatically opt out of all emails from you. That is still possible but less likely if you offer the option of only unsubscribing for one type of email campaign.

a screenshot of sendgrid stats — Example of Sendgrid email data: how many emails were triggered, delivered, opened, and so on.

In-App Messages

In-app messages provide a way to engage users directly within your product, capturing their attention while they’re actively using it. Many in-app messaging tools, such as Intercom and Userpilot, allow you to target specific user segments or cohorts based on their behavior or account details. For example, you could display a message only to users who recently adopted a new feature or those with high engagement levels. This makes in-app messaging highly effective for reaching out to users who are currently active and engaged, increasing the likelihood of a positive response.

Why they’re effective: In-app messages are minimally intrusive yet highly visible, making them ideal for engaging users in real-time. Targeted in-app messaging adds relevance, ensuring that the message reaches only the users most likely to provide valuable feedback.

Community Forums or Groups

If your company has an established online community—such as a forum, Slack group, or Discord server—this can be a valuable resource for feedback outreach. Posting an open invitation to participate in user interviews within these spaces can reach users who are already engaged with your brand and likely to be interested in contributing. This method works especially well for gathering feedback from power users and enthusiasts who are familiar with your product and eager to share their insights.

Why they’re effective: Community forums or groups bring together users who are naturally engaged and often passionate about the product. These users tend to provide high-quality feedback, and the informal nature of the setting can make them more open and candid.

Keep It Brief

By keeping your outreach brief, to the point, and user-centric, you can increase the likelihood of participation and create a smoother experience for users from the start. Here’s what that means in practice:

(1) Short, Clear Outreach Message

Keep your invitation message concise and to the point. Use a single sentence to explain the purpose of the interview, followed by a clear call to action (e.g., “Book a time here”). A streamlined message respects users’ time, making it easier for them to scan and respond positively without wading through lengthy explanations.

(2) Limit Follow-Up Emails

Too many follow-up emails can feel overwhelming or pushy. We opted out of any follow-ups completely (mainly because our gift card offer was tempting enough in the first email. Read more about it below)

(3) Simple Booking Process

We simplified the booking experience by providing only essential information and a direct link to schedule (so the recipients didn’t need to wait for our reply for booking a time). Reducing the number of steps—from choosing a time to receiving the confirmation—made it more likely for users to complete the action without hesitation.

(4) Respectful, Low-Pressure Tone

Conveying a low-pressure, friendly tone in your messages encourages a positive response. Rather than making it feel like a big commitment, position it as a quick, casual conversation to hear users’ thoughts.

(5) Time-Friendly Meeting Options

We gave users the choice between booking 15- or 30-minute time slots—making it easy for them to commit to a meeting without feeling overwhelmed.

We stayed flexible: most of the time, the meeting length stayed within the bounds of the booked time. But, if everyone was okay with it and their schedules allowed , fruitful discussions actually extended to 30 or 45 minutes.

Communicate a Simple and Relevant Goal

In your outreach (either email, calendar booking description, etc.), give context to the meeting.

By briefly explaining a specific goal for the discussions, the user can join feeling better prepared. They also have more time to process what they’re going to answer, making it more likely they’ll give comprehensive insights.

Remember to link the goal to the cohort in a relevant way.

Let’s look at 3 examples of how to communicate the expected outcome to different cohorts.

(1) Churned Users

Imagine: Sarah recently stopped using Wudpecker after trying it for a few weeks.

❌ Bad Example:

We’d love to hear your critique on Wudpecker.

✅ Better Example:

We’d love to learn why you initially decided to try Wudpecker and what made you stop using it. This will help us identify areas where we can better meet user expectations.

(2) Power Users of a Certain Feature

Imagine: Michael uses the "Ask Wudpecker" feature daily and relies on it heavily in his workflow.

❌ Bad Example:

We’d like to hear your feedback on how you use Wudpecker.

✅ Better Example:

We’d like to understand how the "Ask Wudpecker" feature fits into your daily workflow and what improvements you’d suggest to make it even more effective for your needs.

(3) Former Paid Subscribers

Imagine: Emma recently downgraded from a paid plan to the free tier after a few months of use.

❌ Bad Example:

We want to know how you feel about Wudpecker’s pricing.

✅ Better Example:

We’d like to hear about your experience with both the paid and free plans. Specifically, we’d like to understand what features you found valuable and whether there were areas where the paid plan didn’t fully meet your expectations.

Offer a Direct Benefit to the User

Naturally, you have to offer something to the user in exchange for giving you their valuable time and insight.

There are a few different options for this. Let’s see what we did and what else you can do if our approach doesn’t suit you.

Our Approach: Gift Card

While some users are genuinely happy to support a product they enjoy, a little extra motivation never hurts—after all, their time is valuable, and showing appreciation with a tangible incentive can make all the difference.

We offered $50 Amazon gift cards, and it proved to be a popular option.

Pros: Easily the most appealing incentive. Users can choose how to spend the amount, and we also get meetings booked quite fast. Gift cards are also straightforward to manage and distribute.
Cons: Gift cards come with a direct cost, which can add up quickly if you’re conducting a large number of interviews. Additionally, you may occasionally encounter people who join primarily for the gift card rather than for genuine interest in sharing insights. In these cases, it’s important to ensure you’re getting meaningful feedback. If it’s clear someone isn’t providing real insights, it’s okay to decline the incentive politely. Fortunately, we found this was rare in our experience.

Side note: some users wanted to participate simply because they valued our product and wanted to help make it better. They didn’t need any incentive other than the opportunity to contribute. This group of users proved especially insightful and demonstrated how much goodwill a well-loved product can generate on its own.

Other Options

If your budget is tight, there are other ways to incentivize feedback.

(1) Discount on the Next Billing Cycle

Offering a discount on the user’s upcoming bill as a reward for feedback can be effective, especially for paying customers.

Pros: Keeps the reward tied to your product, making it more relevant and rewarding users for their loyalty.
Cons: Only appeals to current paying users, so it won’t incentivize free-tier users or those who may not renew.

(2) Free Trial Extension

Extending a free trial period is an excellent option for users who are still evaluating your product.

Pros: Encourages users to engage with the product for longer, which could help increase conversion rates. It’s also a low-cost incentive that gives users more value without requiring a direct payout.
Cons: Only appeals to trial users and may not be enticing for long-term customers who are already subscribed.

(3) Early Access to New Features

If you’re about to launch a new feature, offering early access as a thank-you for feedback can be highly appealing to engaged users.

Pros: Appeals to users who enjoy trying out new features, especially if they’re power users or early adopters. Also emphasizes that their input contributes directly to product improvement.
Cons: Limited appeal if your new features are minor updates. Additionally, coordinating early access requires operational planning.

(4) Shoutout to Their Company

If applicable, offering a shoutout or mention of their company (e.g., in a case study, blog post, or social media) can be a non-monetary reward that still provides value.

Pros: Appeals to B2B users who appreciate brand exposure and visibility. It’s also cost-effective and emphasizes collaboration.
Cons: Only appeals to users who would benefit from public recognition, and it may not motivate users who are less engaged or don’t work in the B2B space.

Test Your Message and Links

Make sure everything works in your outreach as intended. If you’re sending an email, send a test version to yourself. Check that all the links, buttons, images, and other media work properly. Sending broken content and possibly having to fix it with a follow-up message conveys a lack of attention to detail and can come off as disrespectful or unprofessional.

Here are important things to keep in mind:

Check Links and Buttons: Ensure that all links and buttons lead to the correct destination. This includes the main call-to-action link, such as a booking or survey link, as well as any additional resources you’ve included. Testing links in multiple browsers can prevent unexpected issues for users.
Verify Images and Media: Make sure that images load correctly and are optimized for both desktop and mobile devices. If you’re including videos or GIFs, confirm they display and play as intended, as media errors can disrupt the flow of your message and reduce its effectiveness.
Check Mobile Compatibility: Many users will read your email on their phones, so check that your message displays well on both mobile and desktop devices. Make sure images, buttons, and text are easy to view and click on smaller screens.
Review Permissions for Shared Files: If your message includes links to shared documents or presentations, ensure that users will have the appropriate permissions (such as view-only or edit access). Testing the links in an incognito window is a good way to verify that the permissions are correctly set.
Test for Readability and Formatting: Look over the message structure, layout, and formatting to make sure it’s visually clear and easy to read. Check for line breaks, alignment, and font sizes, especially if you’re using a mix of bold or italicized text. These small adjustments can make your message more inviting and professional.
Double-Check Personalization Fields: If you’re using placeholders for personalization (e.g., {{first_name}}), send yourself a test email with these fields populated to confirm they appear as expected. A missed or broken field can make your outreach feel automated and impersonal.

Our Results

By following the steps laid out above, our email outreach was quite a success:

We didn’t need to send multiple emails to the same people and badger them with follow-ups
4% of all delivered emails got us a meeting with a user, while the average email CTR is around 2.6-3 %
In other words, for every 25 emails delivered, we got 1 meeting booked
Most responses to the emails happened on the same day they were sent

These steps worked for us, and hopefully they will work for you as well! If you’d like to learn more about which users we reached out to, check out this blog: