In the age of big data, it’s easy to get lost in all the numbers. That’s why the net promoter score (NPS) is so valuable. It cuts through the clutter, clearly showing how customers feel about your products, services, and brand.
NPS isn’t just another number to watch. Think of it as starting a big conversation with your customers. With just one question, you can find out if they’d recommend your business to others. This feedback speaks volumes about satisfaction, loyalty, and the overall health of your customer relationships.
By sending out NPS emails, you’re tuning into what matters most: your customers’ voices. This direct line to their thoughts is key to improving your service and keeping your customers happy. Now, let’s explore how to write NPS emails that really get people talking.
What is an NPS survey email?
An NPS survey email is a simple message that asks customers one important question: “How likely are you to recommend our [company/product/service] to your friends and family?” This question is at the core of the NPS system, a widely used metric for gauging customer loyalty and satisfaction.
Based on their answers, you’ll group your customers into 1 of 3 categories:
- Detractors (0-6): Unhappy customers who might tell others not to buy from you
- Passive customers (7-8): Satisfied but unenthusiastic customers who could easily switch to a competitor
- Promoters (9-10): Happy customers who will likely buy again and tell others about you
To get your NPS, you subtract the percentage of detractors from the promoters’ percentage. The final score ranges from -100 to 100, providing a clear snapshot of customer sentiment.
There are 2 types of NPS surveys you might use:
- Transactional NPS checks how customers feel about a recent interaction, like a conversation at checkout or an exchange with your Customer Support team. You’ll collect this feedback by sending a survey right away.
- Relational NPS measures how customers view your brand overall, usually through surveys sent every few months or once a year.
Email is a popular choice for sending NPS surveys because it’s convenient for businesses and customers. Companies can send these surveys to many customers simultaneously and automate their delivery.
At the same time, email surveys are quick and easy for customers to complete, often requiring a single click. This ease of use typically leads to higher response rates, making it a highly effective way to gather valuable feedback.
How to craft NPS emails that cut through inbox clutter
NPS surveys are great for gathering feedback, but a high-quality email makes the magic happen. Even the best survey won’t get results if your customers don’t open the email or feel motivated to respond. So, it’s worth taking the time to get this right. Here’s a step-by-step guide to help you create emails that stand out in a crowded inbox.
Step #1: Spark curiosity with a strong email subject line
The subject line is your first chance to grab attention. Keep it short and sweet, perhaps using a question to pique interest. Here are some examples:
- How likely are you to recommend [Company Name]?
- Got a minute? We’d love your feedback!
- Help us improve by sharing your thoughts.
By sparking curiosity with the subject line, you’re already halfway to gathering the insights you need.
Step #2: Open with a friendly, personalized greeting
Start the NPS email with a friendly greeting using the customer’s name. A straightforward “Hi [Customer Name],” can make your message feel more inviting and less like a generic survey request. If you don’t have the customer’s name, saying, “Hello valued customer,” can still feel welcoming, though it’s not as effective as email personalization.
Step #3: Explain the reason behind your NPS email survey request
In the NPS email body, explain why you’re reaching out. Let your customers know their feedback helps you improve your company and its offerings.
You might say, "Your opinion helps us improve our service. We’d love to know how you’re doing and how we can serve you better.” This direct approach shows your customers that their feedback matters and encourages them to take the time to respond.
Also, be transparent about the effort required. Let recipients know it’s a quick survey that will only take a minute of their time. For example, you could add: “This survey is just 1 question and will take less than 60 seconds to complete.”
Step #4: Embed the survey directly in the NPS email
Allow customers to respond quickly by placing the NPS question directly in the email. This allows them to provide their rating with a single click, increasing the chances of a fast response.
Use clear and concise wording for the survey question, such as:
- “How likely are you to recommend [Company Name] to your friends?”
- “On a scale of 0-10, how likely are you to use our [service/product] again?
- “How satisfied were you with the help you got on your recent customer service call?”
Consider adding an open-ended follow-up question after the customer submits their rating, like “What could we do to improve your experience?” This can help reveal areas for improvement you might not have considered otherwise.
Step #5: Show gratitude to end on a positive note
End your email positively by thanking the customer for their time and feedback. Then, briefly describe how you’ll use their feedback to improve. You might also include a call to action (CTA), such as inviting them to download your app for limited-time offers.
Before signing off, decide who the email should come from. For B2B customers, an email from someone on your Customer Success team can feel more personal. For B2C consumers, using your company name might work better since it’s more familiar.
Example of a well-crafted NPS survey email
Need some inspiration for your next NPS email campaign? Use this example to guide you in crafting a message that resonates with your customers.
Subject line: Your opinion matters to us, [Customer Name]!
Hi [Customer Name],
We hope you’re enjoying your recent purchase from [Company Name]. Your satisfaction is our top priority, and we’d love to know how we’re doing.
Could you please take a moment to answer 1 quick question? It’ll only take a few seconds.
On a scale of 0-10, how well did our product meet your expectations?
[0] [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]
Thank you for your time and valuable feedback. Your input helps us make [Company Name] even better.
Sincerely,
[Your Name]
Customer Success Manager
[Company Name]
P.S. Have you checked out our new [feature]? [Link to learn more]
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Pro tips for improving the impact of your NPS email surveys
Want to take your NPS survey emails to the next level? These pro tips will help you boost response rates, gather helpful insights, and turn feedback into actionable improvements.
Pick the perfect email marketing tool
Not all email marketing tools are created equal. Some are perfect for sending broadcast emails, while others are better for automation and segmentation.
For NPS, you need an email marketing platform that can do it all. Look for features that simplify the process and help you collect useful data, such as:
- Easy survey embedding: Add the NPS question directly into your emails for smooth feedback collection.
- Automated sending: Program your emails to send automatically based on customer actions, like after purchases or live chat sessions, or at regular intervals.
- Advanced segmentation: Group your audience into meaningful segments to send more targeted surveys.
- Personalization options: Use customer data to personalize emails and boost engagement.
- Multichannel capabilities: Pair email with SMS or other channels to reach customers where they’re most responsive.
- Robust reporting and analytics: Track key metrics like response rates, overall NPS, and open rates to improve performance.
Choosing the right tool can greatly improve your results, so take the time to find one that fits your needs.
Segment your audience to increase relevancy
Not all customers are the same, so your surveys shouldn’t be either. Make your surveys more relevant by dividing your audience into groups based on things like:
- Their demographics
- Customer journey stage
- What they’ve bought
- How long they’ve been customers
- How often they use your product
By customizing your NPS emails for different groups, you can ask questions that match their unique experiences. For example, you might ask new customers about their onboarding process but reserve questions about product updates or loyalty rewards for long-term customers.
Let your brand personality shine in every email
Your NPS emails should show off your brand’s unique voice and style. If your brand is fun and casual, feel free to add a bit of humor to the survey request. For a more formal brand, keep it professional but friendly.
Additionally, match your survey design to your brand using your colors, style, and logo. Some survey platforms let you add these elements with just a few clicks. This helps keep everything consistent and makes your NPS email survey easily recognizable to customers.
Offer a reward to get a higher response rate
Sometimes, a little incentive can encourage more people to take your survey. This could be a small discount on the recipient’s next purchase, a chance to win a prize, or early access to a new product. Just make sure the reward fits your brand and doesn’t influence your customers’ responses.
Design NPS emails with mobile users in mind
Many people check their email on their mobile phones, so make sure your NPS emails look good and work well on all devices. The survey should be easy to complete on every screen size. If not, you might miss out on useful feedback from busy customers on the go.
Use A/B testing to improve your NPS email strategy
A/B testing is an excellent way to fine-tune your NPS emails. Try different personalized subject lines, layouts, or CTA buttons to see what works best. Even small tweaks can lead to better email open rates and more responses. Use the data from these tests to keep improving your NPS email strategy.
Have your Customer Success team follow up on low scores
Every NPS email response is a learning opportunity, especially when it’s a low score. Customers giving a 0-6 score might be unhappy, but they’re telling you how to improve. Don’t let these insights go to waste.
Set up alerts so your team knows as soon as a low score comes in. Have them follow up within 24 hours to show your customers that you care about their experience and want to fix any issues.
Make sure the follow-up is personal. Have your team mention the customer’s exact problem and really listen to what they have to say. Give your team the power to solve problems on the spot, whether by offering a discount or extra support. After fixing the problem, follow up again to confirm the customer is happy with the solution.
Use what you learn from these low scores to identify common issues. You can even take it a step further and build a customer experience program that prevents these problems from happening again.
Unlock key customer loyalty metrics by sending NPS emails
Now it’s your turn. Take these ideas and make them your own, and you’ll soon be creating NPS emails that don’t just ask for feedback but inspire it. Your customers—and your business—will thank you for it. So, why wait? It’s time to start crafting NPS emails that engage, inform, and drive real change in your business.