NPS Email Surveys: Drive Responses & Gain Insights

When it comes to measuring customer loyalty and satisfaction, NPS is a metric that always pops up. Net promoter score is a simple yet effective way to know about your customer base. It gauges ten customers’ minds and provides insights that you can use to drive growth for your business effectively. 

This metric is facilitated through a survey, and there are multiple channels to do this survey, like SMS, email, in-app and on-page Surveys, and even the phone. However, one of the best and most widespread channels to get your NPS done is email surveys. That’s why, in this blog, we will discover everything you need to know about NPS email surveys. 

Unlocking the Power of Net Promoter Score Email Surveys

Let’s first understand what NPS email surveys are. As their name suggests, an NPS email survey is a survey sent to customers through email. Just like any Net Promoter Score Survey, it has a question that asks the customers to rate the likelihood of recommending the brand’s product or service to others on a scale of 0 to 10. Moreover, it also has an interactive scale to let the customer rate the survey. 

Now, there’s no doubt that these surveys help businesses to measure customer loyalty. If you get more promoters in the responses, your customer base will be loyal, and vice versa. But, using email to send these surveys to customers benefits businesses. Here are some of the benefits of email NPS surveys:

  • Broad Audience: Emails can reach a vast audience regardless of geographic location.
  • Low Cost: Sending emails is relatively inexpensive compared to phone calls or postal mail.
  • Automated Systems: Email marketing tools can automate the distribution process, saving time and reducing manual effort.

However, all these benefits make sense when you get responses, right? So, let’s now discuss some effective ways to implement Net Promoter Score email surveys. 

Crafting the Perfect NPS Email Survey for Maximum Engagement

Catchy Subject Lines That Demand Attention

The first thing your customer will read is the notification he/she will receive, which is the subject of the email. So, it’s important that your subject line grabs the customer’s attention and makes them want to click on it. It increases the chances of customers’ participation in the survey. For example, if you send an email to the customers with a subject line as simple as “NPS Survey”, it will not attract your customers. But writing something like “Help Us Improve – Share Your Thoughts with Us!” will make them click on the mail and see the content. 

Personalized Salutations: Make It Personal

Personalization is one of the top trends in all industries. That’s why your attention to making your survey email personalized will help you get more responses. It’s not a speculation, but personalized emails can attract 27% more unique click rates and increase open rates by 11%

So, it’s already proven that personalization works. But how do you include it in your email surveys? You can simply use automation to include the customer’s name in the salutations. You already have their name since the customer has shopped from your website, app, or store. It gives your customers a sense of priority and a positive relationship, which is good for becoming your customers’ favorite brand. Also, instead of using phrases like “…your recent purchase…” use the exact name of the product or service you are talking about. 

Optimize for Mobile: Survey on the Go

Yes, a mobile-friendly design of your email is also crucial. This is because people are shifting towards handheld devices. With the increasing use of mobiles, you need to understand that inconvenience during the survey can motivate your customers to leave even if they open it from notification, and an unoptimized survey design can be open to the reason. 

Keep It Concise: Straight to the Point

For NPS surveys, you should revolve around your motive and not give space to the fluff. The motive is simple: gauge your customers’ insights on your product or service. So, just add that to your survey. For your reference, you should start with the salutation, then explain the purpose of the survey and add the question with the scale. At last, close it with a thank you message. That’s it. There’s nothing else to play with. 

Dive Deeper with Follow-Up Questions

Now, open-ended questions have great significance in NPS. They allow you to get beyond the rating and understand customer motivation. In simple words, they let you know why behind the rating your customers choose to give you. Hence, you can add an open-ended question like”  “What motivated you to choose the rating”. 

Turning Responses into Insights: Analyzing NPS Data

As you receive the data from your email surveys, it’s time to analyze it to find out the net promoter score and other stats like the percentage of promoters, detractors, and passives. You can do it with the help of tools like SurveyCXM, SurveyMonkey, Qualtrics, and many more

For instance, SurveyCXM is a tool that not only gives you the Net Promoter Score but also gives you access to other scores like CSAT. Moreover, it has a comprehensive dashboard that allows you to look at your NPS and CSAT data in real time. So, having an NPS tool like SurveyCXM is crucial to handling customer data.


In conclusion, email NPS surveys are a powerful tool to measure customer loyalty and satisfaction. They offer broad reach, cost-effectiveness, and scalability, making them ideal for businesses. By implementing effective strategies like compelling subject lines, personalized salutations, mobile-friendly design, and concise content, you can drive high response rates and gain valuable insights. Utilizing net promoter score tools to analyze the data further enhances your ability to drive business growth.