Net Promoter Score survey example

You present your company a certain way, but is that how customers also perceive your brand? If you want to get more insights into what people think about your company, just ask! Our in-email Net Promoter Score survey is a great way to quickly collect feedback from existing subscribers.

The Net Promoter Score measures customer loyalty by asking subscribers how likely they are to recommend your brand to friends or colleagues. The scale goes from 1-10. People scoring up to 6 are likely to Detractors, or unhappy customers that are likely to churn in the next 3 months. People rating a 7 or 8 are Passives and are more indifferent towards your brand. The people giving out a 9 or 10 are called Promoters and will cheer for your business!

The NPS score ranges from -100 to +100. Your NPS is calculated by subtracting the percentage of respondents who are Detractors from the percentage who are Promoters.

Net Promoter Score survey example

Setup

To create a Net Promoter Score survey, you can use our powerful survey block. Drag it to the right place, choose the NPS template and edit the rules. You can also add an outro template to thank subscribers for their participation after they’ve completed the survey. 

This automation workflow is triggered when a subscriber clicks a score and a custom field is updated. Based on what scoring they gave, you can send a personalized follow-up email.

For one of our NPS survey emails, we categorized the MailerLite subscribers into 3 groups: Detractors, Passives and Promoters. 

  • The Promoters received a follow-up email that asked them to leave an online review
  • The Passives were encouraged to share their email marketing challenges with us
  • The Detractors were contacted by our customer success manager, so we could see why they weren’t happy with our software 

How do I build this workflow?

  1. Create a new email and drag the survey block in there, or pick an email template from the gallery that already has the NPS survey included
  2. In the editor, click on the survey block and click the edit icon (pen)
  3. From the dropdown menu, click Net Promoter Score and edit the text fields, if needed.
  4. If you want to display a message after the customer clicks on a score, you can select Add a question template and choose Outro from the dropdown menu. Click on the edit icon to edit the text
  5. Now set the rules. Click the tab Rules, select the question and create a rule for each score (from 1-10)
  6. The rule should be: “Question” - “Is answered with a specific answer” - “1” - “Update custom field”. Then create a new custom field and give it a name, e.g. NPS
  7. Repeat this process for each of the scored, so 1-10. Then save the email
  8. Go to your dashboard, navigate to the Automation tab and Create a new workflow
  9. Give your workflow a name, for example: “NPS Detractors”
  10. Select the trigger Updated field, then NPS, then Is one of and then 1,2,3,4,5,6 (= the Detractors group)
  11. Add a delay in the workflow if you want to wait with sending the follow-up email
  12. Click the plus again and add a new email, then design the email with a message specifically for the subscribers that scored 1 to 6 (e.g. a message from customer support asking if they need any help)
  13. Save the workflow and repeat the process for the remaining 2 groups