Jacob Morrow

2024-07-09 12:01:46

7842 Views, 5 min read

Customer analytics and determining how your target audience feel towards your brand is an important part of running a successful business. Here comes the Net Promoter Score (NPS). It is a quick, simple, and reliable way of learning your customers’ feelings towards your products or services.

If you are not familiar with the importance of NPS and how to write a suitable NPS email, you are in the right place!

Let’s discuss the different aspects of NPS emails in detail.

Part 1: Overview of NPS Email


An NPS email is an email that contains an NPS survey either as part of a link or a customer feedback form. The Net Promoter Score is the score that determines how likely your customer is to recommend a product or service to their friends or family.

Unlike some of the other types of customer feedback surveys, an NPS survey is meant to be short, concise, and specific. It typically has only one or two questions that directly ask the recipient how much they liked the product/service and if they will recommend it to a friend, colleague, or family member.

Why Use NPS Emails?

NPS emails are important to get feedback about your products, services, and overall company from your customers. The NPS allows you to get an idea about the performance of your products and whether they are liked by your target audience.

Moreover, most of the consumers are unlikely to leave a review or provide recommendations on their own. In such a situation, an NPS webmail is necessary to gather such insights from the customers and encourage them to recommend your company.

Once the NPS is obtained via emails, you can categorize your customers into three main sections:

  • Promoters (NPS Score: 9 - 10): These are the people who are happy with your products or services and will be recommending them to the people around them.
  • Passives (NPS Score: 7 - 8): These are the customers who find your products to be satisfactory, but they might not be very expressive while recommending them to others.
  • Detractors (NPS Score 0 - 6): These are unhappy customers who did not find your product or service to be satisfactory. They are highly likely to warn others and prevent them from becoming your customers.
NPS Score

Considering these three different sections of customers, it becomes obvious that NPS emails are extremely important in gathering key insights about your customers.

Part 2: Top 7 Best Practices To Write NPS Emails

Now that you are familiar with the basics and benefits of NPS emails let’s explore the top 7 practices you should follow to write engaging NPS emails.

1. Segmentation

Segmentation in emails means sending a different email based on the customer’s demographics, age, job title, previous NPS data, stage of the customer journey, and other such specifications. Segmenting your NPS emails allows you to significantly improve your response rate and get more reliable analysis.

Types of Email Segmentations

2. Properly embed the survey into the NPS email

Properly embedding the NPS survey into the webmail is important to ensure high and quick deliverability. A reliable way of doing this is by asking the customer to rate the product or service on a scale of 0 - 10 and then asking any follow-up questions.

If your NPS survey has multiple questions, you should consider including the first question in the email and the remaining ones in a separate link, such as Google Form. In this way, the recipient is more likely to complete your NPS survey.

Example NPS Email


3. Choose a suitable sample size

While there is no specific sample size you should choose for your NPS survey, it is recommended that the sample size is large enough to determine the actual feelings of your target audience towards your company. Generally, the bigger the sample size, the more reliable results of the NPS scores are expected to be.

4. Personalization

Personalizing emails is important for all types of emails, including NPS emails. By including the name of the recipient in the email’s salutation, you can increase the chances of the recipient fulfilling your request and completing the NPS survey. A highly personalized NPS email, along with the company’s logo and name, is also important for marketing and branding purposes.

5. Use The Latest Email List

Using an outdated email list can hurt your entire NPS survey, as it can reduce your response rate and show false results. Using the latest and most accurate email list will make sure your NPS emails are being sent to all the latest customers. Hence, you’ll also have a high chance of increasing or maintaining your response rates.

6. Use Simple Language

The content of an email also significantly impacts its success in getting the required NPS survey from the recipients. You should convey the purpose of the email immediately in the subject line as well email body.

Keep in mind that the goal of an NPS webmail is to encourage the recipient to submit the NPS survey, so you should not combine such emails with marketing or promotional activities. Moreover, you are not supposed to provide any extra information about the survey as most of the customers are not familiar with NPS, so you don’t have to add specifics.  We’ll look at the various NPS email examples in the later section to analyze their language.

7. Send the NPS Emails at the Right Time

Sending the NPS emails at the right time is also important to enhance their effectiveness. Generally, you should send an NPS survey once your customer had a complete experience with the product or service.

For instance, once a product has been delivered, you can send the NPS email. There is no one specific way of finding the right survey timing, but you can do it as per the general guidelines associated with your industry and survey type.

By following these tips and best practices, you should have no problem crafting effective NPS emails and obtaining NPS from your customers.

Part 3: Examples of NPS Email

Let’s look at some NPS email examples that demonstrate how you can write a clean and easy-to-understand email:

1. Clickable Scale Number

Example of an NPS Email

The above image is an example of an NPS survey received after shopping from an online platform. It is a user-friendly email with essential branding elements, order delivery information, thank you messages, and a scale of 0-10 that the recipient can easily click on to complete the survey.

However, one important thing missing from the above NPS webmail is personalization. The email could have been much better if it started with the name of the recipient, such as “Hello (recipient’s name).”

2. Personalized NPS Webmail

Personalized NPS Webmail


The above NPS email is an example of a well-crafted, personalized NPS email that briefly explains the purpose of the email and asks the recipient, Daniel, to complete the survey.

3. Generic NPS Email

Generic NPS Email


While it is recommended that you send focused and personalized NPS emails, it is also quite common for major platforms, such as Slack, to send generic NPS emails. The above image is an example of an NPS email from Slack that focuses on the introduction of the sender and asks the recipient to complete the survey on whether they will recommend Slack to others or not.

Key Tools to Write NPS Emails

Crafting an NPS email embedded with an engaging survey is possible when you use a variety of email writing tools. Here are some of the key tools you can use to craft powerful and effective NPS webmails:

  • Email Template Tools: Gone are the days when you had to design the whole template of an NPS email yourself. Instead, you can use platforms like Zapier, Survicate, TypeForm, and EngageLab to find relevant NPS email templates.
  • Writing Tools: While it is recommended that you write an email copy yourself, you can also consider using the latest AI writing tools like Gemini, Claude, or ChatGPT to write suitable email content.
  • Spellings & Grammar Check: Other than the built-in grammar and spelling checker, you should use a reliable tool like Grammarly to ensure your NPS email is free of any grammar and spelling mistakes.
  • Email Automation: Businesses with a large customer base simply cannot send every email manually, so relying on an NPS email service provider like EngageLab is vital to configure and automate NPS webmail.

Part 4: How to Write a Powerful NPS Email With EngageLab

The time has now come to put all these tips and examples into practice and start writing powerful and effective NPS emails. A reliable customer engagement platform like EngageLab can help you in this journey of setting up NPS emails using suitable designs and templates. Let’s explore how.

  • Open EngageLab and sign up to access its dashboard.
  • Open the Email section and choose to set up your email templates.
  • Create a New Email Template
  • Choose to create a new template.
  • Select New Template
  • Select Drag and Drop Editor and click on the next button.
  • Choose Drag  Drop Editor
  • Fill in the fields, including the template name, invoke name, subject, and email type. Confirm once you have completed the fields.
  • Add Field Names
  • EngageLab has a large collection of email templates that you can use to speed up the process of crafting any type of email, such as an NPS email.
  • EngageLab Email Templates
  • Choose a suitable template that fulfills your requirements.
  • EngageLab Template Selection
  • You can customize the email template and add any other details or branding elements in the NPS email.
  • NPS Email Customization


Embedding NPS surveys in well-crafted emails will ultimately compel the recipients to fill out your surveys and answer the core question about how likely they are to recommend your product and service to friends and family.

Considering the overall use cases and benefits of NPS emails, every business should be using these emails to gather important feedback from their customers and determine whether their products and services are resonating with the target audience.

Get Started For Free

Platforms like EngageLab simplify this entire process and make it easier for you to write effective NPS webmail using suitable templates. So, you should try out EngageLab and explore its numerous templates to set up NPS emails.

Learn more EngageLab and make it easier for your users.