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Campaign Types

NPS Email

Emails requesting Net Promoter Score feedback to measure customer loyalty and likelihood to recommend.

Definition

NPS emails ask customers to rate how likely they are to recommend your product on a scale of 0-10. The Net Promoter Score is calculated by subtracting the percentage of detractors (0-6) from promoters (9-10). These survey emails are a standardized way to measure customer satisfaction and identify both advocates and at-risk customers.

Why It Matters

NPS reveals how customers feel about your product in a way usage data cannot. Promoters become referral sources and champions. Detractors are churn risks requiring intervention. The feedback from NPS surveys helps prioritize product improvements. Tracking NPS over time shows whether customer sentiment is improving or declining.

How It Works

Send an email asking the simple NPS question: "How likely are you to recommend [product] to a colleague?" Collect the 0-10 rating and optionally ask for qualitative feedback. Calculate your score by subtracting %detractors from %promoters. Trigger follow-up actions based on responses.

Best Practices

  • 1Keep the survey email short and the response simple
  • 2Time NPS emails after customers have experienced value
  • 3Follow up with detractors to understand and address concerns
  • 4Ask promoters for referrals, testimonials, or reviews
  • 5Track NPS by customer segment to find patterns
  • 6Avoid survey fatigue by limiting NPS requests to quarterly or less
  • 7Close the loop by acting on feedback and letting customers know

Survey Integration

Send NPS surveys and segment subscribers based on their responses. Automatically trigger follow-up sequences for promoters and detractors.

Learn More

Frequently Asked Questions

Send NPS after customers have had time to experience value. For SaaS, this might be 30-90 days after activation. Avoid sending during onboarding or immediately after issues. Many companies survey quarterly with each customer sampled once or twice per year.

Segment responses into promoters, passives, and detractors. Reach out to detractors personally to understand and address their concerns. Ask promoters for referrals or testimonials. Analyze qualitative feedback to identify improvement opportunities. Track trends over time.

NPS ranges from -100 to +100. Above 0 is acceptable. Above 30 is good. Above 50 is excellent. Above 70 is world-class. Industry averages vary, so benchmark against competitors when possible.