Email Marketing

The Power of NPS Emails in Enhancing Customer Experience

8 minutes

The Power of NPS Emails in Enhancing Customer Experience

Businesses may vary in their products, services, industries, and target audiences, but they all share the common goal of keeping their customers satisfied. After all, happy customers have the potential to become brand advocates, loyal patrons, and the driving force behind a company’s success.

NPS, or Net Promoter Score, is a powerful method of collecting valuable customer feedback, whether negative or positive. While NPS survey emails have been a staple for a while, your approach can make or break their effectiveness. In this post, we will explore helpful tips on crafting impactful survey emails and examine real-life NPS email examples you can draw inspiration from.

What is an NPS email?

An NPS or Net Promoter Score email is a message sent to customers with the primary purpose of collecting feedback. The NPS is a widely used metric for measuring customer satisfaction and loyalty based on their likelihood to recommend a company’s product or service to others. In an NPS email, customers are typically asked a straightforward question:

“On a scale of 0 to 10, how likely are you to recommend our product to a friend or colleague?”

Based on their responses, customers are categorized into promoters (score 9-10), passives (score 7-8), and detractors (score 0-6). Such NPS survey emails allow businesses to pinpoint areas for improvement in their products, services, and overall customer happiness. You can use NPS emails in various scenarios, including post-purchase feedback, service evaluation, product launch or update, customer segmentation, etc.

Copywriting and design tips for NPS email surveys

Identifying potential causes of customer dissatisfaction and promptly addressing them is essential for retaining customers and preventing negative word-of-mouth. When crafting an effective NPS survey email, it’s crucial to prioritize a clear, straight-to-the-point copy. Here are some key points to consider:

  • Keep it concise. Ensure that your NPS email’s purpose is easy to understand. Keeping your email short and to the point helps your recipient understand its objective immediately, keeping them engaged and preventing them from losing interest.
  • Pay attention to its tone of voice. Maintain consistency in brand voice throughout your NPS email. Whether your tone leans towards conversational or formal, ensure it aligns with your overall marketing communication.
  • Incorporate your survey directly into the email. Your NPS emails can either guide users to an external survey page or incorporate the survey directly into the email. The second option significantly streamlines the process and encourages prompt customer feedback.
  • Offer an incentive. Encouraging customers to participate in surveys isn’t always easy, and incentives can be a great tool for engaging a less responsive audience. However, keep in mind that incentives can potentially introduce response bias.
  • Personalize your NPS email. Email personalization can enhance both your open and response rates. You can start by addressing your customers by name, communicating with them in their preferred language, or referencing their past interactions with your brand.

Your design choices, along with your copywriting, can make or break your campaign’s effectiveness. Here are some tips on creating a visually appealing NPS survey email.

  • Use a simple and clean layout. Keep your email design simple and clutter-free. Use a clean layout with enough white space to make it easy to read and navigate.
  • Use a 0-10 rating scale. When setting up your survey, consider using a 0-10 rating scale for gathering feedback, especially if you’re new to this. Sticking to this traditional scale makes it easier to benchmark and compare responses consistently.
  • Ensure branding consistency. Your email design should match your brand’s visual identity, including your color scheme, fonts, logos, and other elements. Consistency in design helps build trust and recognition among your audience.
  • Create mobile responsive surveys. Since many users check emails on smartphones, think about optimizing your NPS email for mobile devices. Use a responsive layout to accommodate different screen sizes.
  • Add visuals. Unless you aim for a minimalistic style, visual elements, such as images or graphics, can make your email more engaging. You can use images that reflect your brand or vice versa or add a meme to draw attention immediately.

Your NPS email can vary based on your brand’s image. However, adhering to these general design tips can help you create visually appealing, user-friendly, and effective NPS email surveys. Also, selecting the right NPS tool can be vital for customization and obtaining accurate insights.

How to create NPS email subject lines

Your email subject line is the first thing your audience sees, so creating effective NPS survey email subject lines is vital for getting recipients to open your emails. Here are some tips to make them more engaging:

  • Stay clear and direct. To set proper expectations, clearly indicate in your subject line that the email is a survey.
  • Use personalization. Consider adding a customer’s name to your NPS survey subject line to make it more personalized. If no names are available, you can opt for a personal pronoun.
  • Create urgency. Using words and phrases that convey a sense of urgency effectively encourages users to take immediate action.
  • Highlight benefits. In your subject line, clarify why taking the survey is valuable or provide a hint about any benefits of participating, for instance, a discount or a limited-time promotional item.
  • Ask a question. You don’t necessarily need to include the main question in your email subject line. However, Klenty discovered that emails with question marks in their subject lines had an average open rate of 20%, while those without question marks only achieved a 12% open rate.
  • Avoid spam triggers. Pay attention to spammy language or excessive punctuation that could trigger spam filters. Try highlighting urgency or exclusivity with words, but not with multiple exclamation marks.

Here are some NPS email subject lines for your inspiration:

  • Quick Survey: How likely are you to recommend us?
  • Your Opinion Matters: Take our quick survey!
  • John, we’d love to know your thoughts!
  • Last Chance to Share Your Thoughts!
  • Hannah, we’ve got a little favor to ask you
  • Don’t Miss Out: Take Our Survey Today!
  • Help Us Improve! Take Our Quick Survey
  • Give Us Your Feedback and Win Prizes!
  • Would You Recommend Us?
  • Phil, we’re improving, could you help?

Tailoring your subject lines to your audience and experimenting with different variations is crucial for optimizing open rates. Use the tips and examples provided in this section to enhance the effectiveness of your survey emails.

Powerful NPS email examples

The Net Promoter Score has become an indispensable metric for businesses across various industries. Let’s examine some NPS survey email examples that show how it’s used and its effectiveness in measuring customer satisfaction levels.


Squarespace goes for a clean, minimalist approach to gathering customer feedback. Their NPS survey email is simple and straightforward, containing only the essential information. The company features an accessible, vertically aligned NPS scale, making it extremely easy for customers to rate their experience.

NPS email example
A minimalistic NPS email example; source: Really Good Emails

Also, Squarespace includes a handwritten signature at the end of the email to add a personal touch and build a stronger connection with its audience. With a short thank you note at the end of the email, the company shows its customers appreciation for taking the time to share their feedback.


Here is another NPS email example from StateFarm. It goes into more detail and references a previous interaction between the client and the company. StateFarm provides additional information, including the time it takes to complete the survey and its validity period. Similarly to Squarespace, StateFarm expresses gratitude for survey participation and for choosing their services in the first place. This comprehensive approach enhances the likelihood of increased satisfaction and loyalty from customers.

NPS survey email
A formal NPS survey email; source: Really Good Emails


The following example illustrates how an NPS survey can do double duty, evaluating both a company’s offerings and its email campaigns. Withings reaches out to their client and asks them to share their opinion about a product. They emphasize the importance of honest, unbiased feedback, as it can ultimately give a better overview of the company’s services to other prospective customers.

feedback email
A feedback email with an NPS survey; source: Really Good Emails

Right after this message, customers get access to an NPS survey to assess this particular email. This way, Withings kills two birds with one stone by simultaneously collecting customer feedback on its products and emails.


Brooklinen’s NPS survey email follows up on a purchase and gives customers an opportunity to rate their experience. It maintains a formal and professional tone and doesn’t include any excessive copy or visuals. Users can rate their experience with Brooklinen directly in the email.

NPS survey email
An example of an NPS survey email; source: Really Good Emails


Typeform approaches its NPS surveys a bit differently. They present their customers with a visually appealing NPS survey, grabbing their attention with vibrant colors. Alongside, they showcase their best user cases, offering inspiration for the future. This setup allows customers to find value, even if their past experience wasn’t satisfactory. Additionally, customers have the option to explore even more stories by clicking the button below.

NPS email example
An NPS email example from Typeform; source: Really Good Emails


Dropbox sends its NPS survey email right after a client contacts customer support. By prompting users to rate their experience immediately after the interaction, Dropbox can quickly identify areas for improvement. The email design sticks to Dropbox’s signature white and blue color scheme, maintaining brand consistency. At the end of the email, the company emphasizes the importance of feedback and assures customers of their commitment to their privacy policy.

NPS survey email example
An NPS survey email example from Dropbox; source: Really Good Emails

Final thoughts

Customer feedback is the lifeblood of any successful business, and NPS emails offer a powerful means to gather insights and enhance customer experience. Following the best practices mentioned in this article is key to making the most of NPS survey emails.

For maximum effectiveness, consider using a comprehensive tool like SendPulse. With SendPulse, everything you need is in one place, making it easy to implement NPS surveys and collect valuable feedback — for free! Plus, you can upgrade your subscription anytime to unlock additional features. Give it a try today!

Date of publication:

April 30, 2024

Irina Kompanets

Writing to help you level up your marketing game. Wordsmith and digital enthusiast. Turning ideas into stories and marketing concepts...

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