NPS Survey—What Is It and How to Write One Well?

Wondering what an NPS survey is?

A Net Promoter Score (NPS) email survey is a quick and easy way to measure customers’ satisfaction with your brand. It will also let you know the likelihood of their recommending you to acquaintances, friends, and family.

Despite it being so quick and easy to use, it offers valuable information about your business and ways to improve and grow it. And your customers are alerted to new products and services that they’ll love.

This article will enlighten you about NPS email surveys and how to use them to your advantage, including what an NPS survey is, best practices when creating one, and great tips on writing good NPS questions.

What is a Net Promoter Score and how to measure it?

There are several ways to measure your customers’ satisfaction. The most popular is using the Customer Satisfaction Score (CSAT) or Net Promoter Score (NPS) tools.

The main difference between them is that CSAT measures customers’ short-term satisfaction (e.g., satisfaction with a current product or service) while NPS measures long-term loyalty.

With a Net Promoter Score question, you can estimate your customers’ overall brand loyalty and likelihood to recommend your products to friends and acquaintances without prompting.

How does an NPS questionnaire work?

An NPS survey is a concise, single-question survey. All you need to do to make one is simply ask the following question:

How likely are you to recommend our brand to a friend or colleague?

After that, you give respondents the option to answer on a scale of 0 to 10, with 0 being highly unlikely and 10 being highly likely.

Based on this feedback, you can divide customers into three groups: detractors, passives, and promoters. Respondents who answer between 0 and 6 are classified as detractors, 7 or 8 are passives, and 9 or 10 are promoters.

Types of NPS customers and how they influence your business

An NPS promoter is your most valuable customer, one you need to hold onto. They are loyal to your brand and very satisfied with your products and services—so much that they are very likely to spread a good word about your brand.

Passives are satisfied with your products, but not as loyal. They are likely to switch to another brand if a competitor offers better conditions—such as favorable pricing, shipping terms, or features. If asked directly about your product, they may give good feedback, but they won’t give good reviews or take the initiative to talk about your brand.

An NPS detractor is a customer that is dissatisfied with your services. They are the red flag for any business because they can significantly negatively impact future success. Unfortunately, nothing spreads as fast as rumors, and detractors are very likely to leave bad reviews and share their negative experiences with your products.

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Photo by Melanie Deziel on Unsplash

How to calculate your Net Promoter Score?

When you’ve collected data, all you need to do is calculate your NPS. You do this by subtracting the percentage of promoters from the percentage of detractors.

For example, if you have 10% detractors, 60% passives, and 30% promoters, your score will be 30-10=20.

The NPS score scale goes between 0 and 100, with 100 being the highest score—though very unlikely to be reached.

Why is that?

Having no detractors is not realistic. Not every customer will be satisfied with your products or services. However, what you can do is send NPS email surveys regularly, listen to your customers’ thoughts and needs, and try to improve your products by using the data you’ve collected via a Net Promoter Score survey.

Ascertain how many detractors you have, find out the reasons they are dissatisfied, and improve customer experiences in order to minimize negative reviews. Strive to turn every NPS detractor into an NPS promoter.

NPS survey best practices—everything you need to know about your NPS email survey

An NPS survey is the easiest and most widely-used method of measuring customer loyalty and employee satisfaction. Most companies rely on them, from big corporations like Microsoft and Apple to local businesses and shops that want to meet their customers’ needs and perform better.

Net Promoter Score is the leading indicator of a company’s future growth. It can also improve employee satisfaction, lower customer acquisition costs, allow you to compare future growth to competitors—and most importantly—offer organic business growth via word-of-mouth marketing.

But to improve your business, you need to know how to write a good NPS email survey. We will now discuss the best practices that are going to get you the results you need.

1 Brand your NPS survey—make it unique and in accordance with your business style

It is important that your NPS email survey stands out. Use your brand’s logos, themes, colors, and fonts to make the survey memorable. Also, pay attention to how your brand communicates with your customers—stick with the same language in NPS email surveys.

If you’re not sure how to design a survey, get started by checking out one of our free templates.

But for the best results, use our white label survey feature—one of our many pro features that help you make the best-branded surveys!

2 Make your NPS email survey personal

Always use your respondent’s first name. This is how you attract their attention and this also makes your email seem more important, like the information in the email is something directed only to them.

It is also important to make your customers feel like the email is sent by a person, not an automated system. Share some information about the person contacting them by sending the NPS survey from a personalized email address that includes a name and picture. Always introduce yourself with your name in the body of the email.

3 Use friendly language and engage in conversation

When it comes to the wording of NPS questions, the most important piece of advice is to use straightforward and comprehensible language.

However, the way you talk to your customers is also important.

It’s best to use informal language that will trigger emotions and create a friendly atmosphere. Explain why you are running the survey and what kind of feedback you wish to gather. Encourage respondents to contact you for additional information and end the NPS survey with a thank you so that they feel appreciated.

If you want an accurate NPS score, the wording of questions is definitely something you should pay attention to, but the tone in which you address your customers is important too.

4 An embedded NPS question increases the survey’s response rate

We live in a high-paced society, with many daily tasks needing to get done. If a customer spares some time to answer a survey and give feedback, you better make it worth their while!

That’s why it’s a good idea to embed the first NPS question in the body of your email. That way, respondents don’t have to follow a link and will finish the survey much faster.

This makes your surveys easy to answer and will significantly increase your response rate, which will give you more information to work with while trying to improve your business.

5 Use additional questions to understand customers better

It is not enough to simply know your overall Net Promoter Score and percentage of detractors versus promoters. You need to know what to do with your data and how to use it to your advantage.

That is why you should ask additional questions in your NPS survey, though you should be very careful when choosing an NPS follow-up question. You don’t want to burden respondents with unnecessary questions and make the survey too long.

Instead, focus on the information they’ve given and formulate your follow-up questions based on their answers.

6 Keep your survey short and to the point

It is advisable to ask only one follow-up question. If customers say they are not satisfied, ask them what could be improved. On the other hand, if they give you a high score, ask why they like your brand so much.

Use our question branching feature to ensure every respondent gets the right NPS follow-up question. Also, make sure to use open-ended questions so customers can express their thoughts freely and help you avoid errors in surveying.

7 Make your NPS email survey mobile friendly

Google considers mobile devices its top priority—websites and pages get higher ranks if they are mobile responsive and mobile user-friendly—since more and more people spend their time on their phones. We even check our email using our phones.

So, make sure your NPS email survey is mobile-friendly. A non-responsive survey turns respondents away. An enjoyable survey will increase the response rate, providing you with more feedback.

8 Correct timing is crucial—find the right time to send your NPS email survey

The timing of your email is of high importance. Good timing will yield a much higher response rate than an email sent at the wrong time.

To find the right time, you need to know when customers are most active. Test this by sending surveys on different days and times and comparing response rates.

Studies show that the best time to send a survey email is 10:00 am on a Tuesday, though this can be very dependent on your audience’s working hours and time zones. By considering every aspect and testing different strategies, you will get a better idea of what works.

9 Send reminders, but don’t overdo it!

Emails have a very short life span; they tend to get buried with the steady stream of incoming emails that constantly flood in-boxes. It needs to be remembered that not all of your customers can answer your email when they get it. They might leave answering it for later— and then forget to do it.

That’s why you should send an NPS follow-up email to remind them. But be careful not to overdo it! One follow-up email after 24 hours is more than enough. If they don’t answer you after your second email, it’s best to leave them in peace.

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Photo by Milad Fakurian on Unsplash

NPS survey templates and NPS question examples

When making an NPS survey—whether it’s customer satisfaction or an employee satisfaction survey—you should follow some basic guidelines that will help you create better NPS survey questions:

  • Keep your survey short and to the point
  • Start with the recipient’s name
  • Remind them how long you’ve been doing business together
  • Use simple language in a friendly tone
  • Ask one primary NPS question followed by an additional open-ended question
  • Thank them and sign your name at the end of the email

Now that you know what your NPS survey should include, we will show you examples of an NPS staff email, as well as an NPS webmail to be sent to customers. Choose an NPS survey email template that best suits your goals and get started!

1 NPS customer survey template

Hi [name],

You’ve been using our services for [period] now. We very much appreciate doing business with you and having you as our client.

Could you spare some time to answer a quick survey? It will help us improve our services and offer you even better results in the future.

[embedded question]

Thank you!

All the best,

[Name & Surname]

Head of Customer Success at [Your company]

2 Employee NPS survey template

Hello [name],

You’ve been working in our company for [period]. We are so happy to have you on our team. :)

We are delighted with your results and team spirit, but we also want to know how you feel about working with us.

Take a little break and answer this quick survey for us. Help us improve your working experience.

[embedded question]

Thank you,


In business, there is a need to constantly and consistently improve the customer experience and employee satisfaction in order to grow. It is not always easy, but knowing your customers’ and employees’ needs, as well as your weak spots, can help you improve services and offer a better customer experience.

The best way to do that is by conducting meaningful surveys. So choose SurveyPlanet as your ally in making surveys that matter and enjoy all the advantages of our unique features!

Photo by Markus Winkler on Unsplash