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NPS Email: An Ultimate Guide With Tips & Examples

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends with one message to a newsgroup.” – Jeff Bezos

According to a study by the London School of Economics, an increase of the NPS score by 7 points equates to a 1% growth in revenue.

That’s one side of having satisfied customers, but what if the scenario is flipped? What’s at stake when you risk overlooking your customers’ dissatisfaction and poor experiences?

Bain & Company worked with Dell and learned that a meager 15% of NPS detractors, or unhappy customers, resulted in a loss of $68 million in revenue for the company.

Converting just 2-8% of them into promoters or happy customers could have boosted Dell’s revenue by $167 million each year.

This blog is to help you understand and make the most of NPS (Net Promoter Score) with templates, tips, and real-life examples, so you can accurately create NPS surveys and foster greater customer loyalty.

What Is Net Promoter Score (NPS) and Why Businesses Use It?

What Is NPS?

With all that depends on an NPS score, it is hard to believe that the entire business can be essentially wrapped up in just one question:

“On a scale of 1-10, how likely are you to recommend us to others?”

And yet, it is all there is to it.

Net Promoter Score (NPS) is a customer loyalty metric calculated by asking customers a single question: “On a scale of 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”.

Customers rate their likelihood, and based on their responses, they are categorized into three groups: Promoters (score 9-10), Passives (score 7-8), and Detractors (score 0-6).

NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

NPS score serves as an indicator of customer satisfaction, loyalty, and the potential for future growth.

Why Use NPS Emails?

Despite numerous channels such as SMS, website pop-ups, in-app notifications, and more through which you can distribute NPS surveys, why choose emails?

While other channels may have their benefits in specific scenarios, using emails for NPS surveys offers a range of advantages, such as wider reach, larger survey space, design flexibility, higher response rates, better narrative opportunities, and easy tracking and analytics.

Let’s see the benefits in detail:

1. Wide Reach

Email is one of the most widely used communication channels, with a high adoption rate across various demographics. Using emails to distribute NPS surveys can reach a larger audience and ensure that your survey reaches customers who may not be using or engaging with other channels like SMS or in-app notifications.

2. Larger Survey Space

Emails provide ample space for the NPS questions and additional questions or comments. Unlike SMS or in-app notifications, which have character limitations, emails allow you to present more detailed survey questions and gather more comprehensive feedback from customers.

3. Design Flexibility

With emails, you have more control over the design and layout of your survey. You can create visually appealing surveys that align with your branding and include additional images or graphics to enhance the survey experience. This design flexibility helps create a more engaging and personalized survey, leading to higher response rates.

4. Higher Response Rates

Emails generally have higher open and response rates compared to other channels. Customers are more likely to see and interact with an email survey when it appears in their inbox, as opposed to other channels that can be easily overlooked or dismissed. The familiarity and ease of responding to surveys in an email format can result in higher participation, thus providing more accurate and representative feedback.

5. Better Narrative Opportunities

Emails offer better opportunities for providing context and explaining the purpose of the survey. You can include a brief introduction, explain how the feedback will be used, and express appreciation for the respondent’s participation. Providing this contextual information can increase the understanding and motivation of customers to provide thoughtful and accurate responses.

6. Easy Tracking and Analytics

Email platforms provide robust tracking capabilities and analytical tools. By using emails for NPS surveys, you can easily track the delivery, open rates, click-through rates, and response rates. This data allows you to measure the effectiveness of your survey campaigns, make data-driven decisions, and identify areas for improvement in your customer experience.

How to Craft Compelling NPS Emails

As we have established, NPS emails are essential for increasing survey response rates and obtaining valuable feedback from your customers.

Here are some tips, strategies, and examples to help make them compelling:

1. Clear and Concise Subject Line

The subject line is the first thing your customers will see, so it should be clear, concise, and enticing. Use a subject line that grabs attention and clearly communicates the purpose of the email, such as “We value your feedback – Rate your recent experience with us.”

2. Personalization

Personalize the email by addressing the recipient by their name. This simple touch helps create a connection with the customer and makes the email feel more personalized.

For example, “Hi [Customer Name], we’d love to hear your thoughts.”

3. Engaging Introduction

Start with a friendly and engaging introduction that expresses gratitude and sets the tone for the survey. For example, “Thank you for choosing our product. We appreciate your business and would like to hear about your experience.

4. Explain the Purpose

Clearly explain the purpose of the survey and how the feedback will be used. Let customers know their feedback is valuable and will help you improve their experience. For example, “Your feedback will help us understand how we can better serve you and improve our product.

5. Provide Context

Provide a brief explanation of what the Net Promoter Score is and how it is calculated. This helps customers understand the purpose of the rating scale and provides context for their response. For example, “The Net Promoter Score (NPS) is a simple way for us to gauge your satisfaction and loyalty. On a scale of 0 to 10, how likely are you to recommend our product to a friend or colleague?

6. One Clear Question

Keep the email focused on a single, clear question to ensure ease of response. The NPS question should be prominently displayed, along with a scale for customers to rate their likelihood of recommendation. For example, “Rate your likelihood of recommending our product: [0-10 scale]“.

7. Additional Comment Opportunity

Encourage customers to provide additional comments or explanations for their ratings. Let them know that their detailed feedback is valuable and will help you understand their perspective better. For example, “Please feel free to provide any additional comments or suggestions to help us understand your rating.”

8. Call-to-Action Button

Use a prominent and compelling call-to-action button that encourages customers to take the survey. Make it visually appealing, and use text that emphasizes the value of their feedback, such as “Share Your Feedback” or “Take the Survey Now.”

9. Mobile-Friendly Design

Ensure that your NPS email is mobile-friendly, as a significant portion of customers read emails on their mobile devices. Optimize the email layout and design to be easily readable and scannable on smaller screens.

10. Follow-up and Thank You

Once customers have completed the survey, send a follow-up email to express your gratitude and appreciation for their feedback. Consider providing a small token of appreciation, such as a discount code or bonus content, to further incentivize future engagement.

Best Practices & Tips for Writing NPS Emails

Implementing best practices and following effective tips for NPS (Net Promoter Score) emails can significantly impact the success of your survey campaigns

Here are 9 strategies to consider when crafting NPS emails:

1. Timing matters!

Send NPS emails at the right time to maximize responses. Consider sending them shortly after a customer interaction, such as a purchase or support interaction, when the experience is still fresh in their minds. Avoid sending emails during weekends or busy periods when customers may overlook them.

2. Don’t send mass, generic emails

Use a recognizable and personable sender name and email address when sending NPS surveys. Customers are more likely to open and engage with emails that come from a familiar or trusted source within the company, such as a customer service representative or account manager.

3. Provide a clear Call to Action

Ensure that the call-to-action (CTA) button or link in the email is prominently displayed and clearly conveys the action you want the recipient to take, such as “Take the Survey” or “Share Your Feedback.” Make it easy for customers to understand how to proceed and provide feedback.

4. Optimize and improvise constantly!

A/B-test different elements of your NPS email, such as subject lines, sender names, email copy, and CTAs, to identify what resonates best with your audience. Continuously optimize your email content based on the performance data and feedback received to improve engagement rates over time.

5. Maintain brand consistency

Ensure that your NPS emails align with your brand identity in terms of tone, voice, and design elements. Consistent branding helps to reinforce familiarity and trust with customers, making them more likely to engage with the survey content.

6. Respect customer privacy

Clearly communicate how the data collected through the NPS survey will be used and assure customers that their responses will remain confidential and secure. Respect customer privacy concerns and provide options for opting out of future survey communications if desired.

7. Acknowledge and thank respondents

Show appreciation for customers who take the time to complete the NPS survey. Include a personalized thank-you message in the confirmation email or follow-up communication to express gratitude for their feedback and participation.

8. Monitor and respond to feedback

Monitor NPS survey responses closely and promptly follow up with customers who provide low scores or negative feedback. Responding to feedback demonstrates that you value customer input and are committed to addressing their concerns to improve their experience.

9. Encourage survey participation

Incentivize survey participation by offering rewards, discounts, or exclusive offers to customers who complete the NPS survey. Motivate customers to provide feedback by highlighting the benefits they will receive by sharing their opinions.

NPS Email Templates

NPS (Net Promoter Score) email templates are a great way to streamline your survey campaigns and ensure consistent, effective communication with both customers and employees. Here are two types of NPS email templates specifically designed for gauging customer satisfaction and employee satisfaction.

1. Customer Satisfaction NPS Email Template

This template is ideal for collecting feedback from customers to assess their satisfaction levels and the likelihood of recommending your product or service to others.

You can use the template in an email like this:

Email Subject: We value your feedback – Rate your recent experience!

Email Body:

Hi [Customer Name],

Thank you for choosing our product/service. We greatly value your opinion and would appreciate it if you could take a moment to share your experience with us. Your feedback will help us understand how we can better serve you and make improvements to our offerings.

On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague? Your insight is invaluable to us.

Please click the button below to take our short survey. It will only take a few minutes of your time, and your responses will remain confidential.

[CTA Button: Take the Survey]

Thank you for your time and continued support. We truly appreciate your feedback!

Best regards,

[Your Name]

[Your Company]

2. Employee Satisfaction NPS Email Template

This template is suitable for measuring employee satisfaction levels and gathering insights into their loyalty and engagement within the organization.

For example:

Email Subject: Your Opinion Matters – Rate Your Employee Experience!

Email Body:

Hi [Employee Name],

At [Your Company], we believe that your feedback is vital in shaping a positive work environment. We value your opinion and want to ensure that your experience as an employee aligns with our goals of fostering growth, engagement, and satisfaction.

On a scale of 0 to 10, how likely are you to recommend [Your Company] as a workplace to others? We value your honest feedback.

Your responses will be completely anonymous and confidential. The survey will only take a few minutes to complete.

Please click the button below to participate in the survey and let us know how we can improve our workplace for you and your colleagues.

[CTA Button: Take the Survey]

Thank you for your valuable time and input. Your feedback helps us create a better environment for all employees.

Kind regards,

[Manager/HR Representative]

[Your Company]

You can also modify the questions to fit any scenario of your liking.

Improve Your Loyalty Metrics with Effective NPS Email Surveys

In today’s increasingly competitive landscape, customer loyalty and satisfaction are more important than ever before. NPS surveys are an effective tool to measure customer satisfaction levels and evaluate the likelihood of future purchases.

When coupled with effective data collection methods, such as email surveys, companies can better understand customer needs and preferences.

On top of that, employee experience is also a critical factor in an organization’s success. By utilizing NPS surveys, companies can collect feedback on employee satisfaction levels and use this information to build an environment that fosters engagement, loyalty, and productivity.

NPS surveys are a powerful tool that you can utilize to improve both customer and employee experiences. By consistently collecting feedback, analyzing it, and implementing changes, your business is much likelier to remain competitive and continue to grow.

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About the author

Emma David is a seasoned market research professional with 8+ years of experience. Having kick-started her journey in research, she has developed rich expertise in employee engagement, survey creation and administration, and data management. Emma believes in the power of data to shape business performance positively. She continues to help brands and businesses make strategic decisions and improve their market standing through her understanding of research methodologies.