Net Promoter Score (NPS) is one of the key metrics to measure the success of the business. NPS question measures the likelihood of somebody referring your organization to their friends or colleagues. It also helps to estimate future sales and hence the growth of the company. NPS data is gathered by requesting your customers through an email to rate you on a scale of 0-10. This email is known as the NPS email. 

While it might seem to be a no big deal in asking people to give you an NPS score, writing an NPS email can get a bit uphill task if you don’t pay attention to small things – small things that can make a huge difference.

Based on our experience, we thought of sharing with you some of our takeaways from conducting thousands of NPS surveys. Below are some of the tips that will get you a high response rate from your NPS emails.

Tips to get a high response rate for an NPS email survey

  1. Embed question into an email: Instead of asking customers to click on a link that will take them to another page, embed an NPS question in the email. It will make it easier for them to answer the question. All they need to do is click on a button. Because of such ease and speed, the response rate will drastically improve. 
  2. Short and crisp – NPS email should be concise and to the point. The subject and body of the email should be so to-the-point that the customers don’t need to spend much time reading the email. The longer the email, the more time they spend in reading it and hence lesser the chances of answering your survey. It’s about capitalizing on that short window of time for their attention and action. Use an NPS survey template if you want to embed a customer satisfaction and customer loyalty survey on your website.
  3. Do not deviate from the context: The questionnaire should be concise and consist of a scoring question and an open-ended text question to let them share the reasons behind their customer feedback. Ask questions such that it will help you analyze how is the experience with your business and whether they will continue the relationship in the future.  
  4. Send from your personalized email account: Using an alias account such as sounds too generic and cold. Instead, send an NPS email from an account that looks more human. For instance,
  5. Customer journey: Send NPS survey email considering their journey. For instance, to measure how an event or a purchase affects their experience, run an NPS survey immediately following the event. Or to measure the silent customer experience journey, you can also send a survey every quarter or twice in a year. In the latter case, you will be able to identify passive customers soon and prevent them from becoming a detractor. Happy customers will rate your business well, which will lead to a good NPS score. Also, the chances are they will continue to be your customers and recommend your business in the future. NPS score is an indicator of customer satisfaction and what your customers feel about your business.
  6. Select templates: To save on time, use NPS email templates that have been tried and tested by many researchers. 
  7. Distribution method: There can be different ways to reach B2B and B2C customers. Choosing the right platform influences the response rate of an NPS survey. Find software that offers different distribution methods to reach your target audience.
  8. Time to send an NPS email: Based on our research, we have found out that Tuesday, 10-11 am, is the best time to send a survey. Also, week 4 is the best week to get a high response rate for your surveys.
  9. Iterations: If you don’t get a response after the first email, send a follow-up email. Sending up to 3 emails to get their answer can be considered as an appropriate number. 
  10. Mobile-friendly: Before sending out to customers, test how NPS email renders on various mobile platforms. If the NPS question text is long, it might not look good on mobile. 

While generally, NPS email surveys are sent to customers, they can be sent to employees. They measure the probability of them referring a position at your organization to their friends. In such cases, the employee NPS score can act as a pointer of employee satisfaction. 

NPS email examples

  1. Customer NPS email template

Subject: Your feedback can make a difference; please rate us.


Hi <Name>,

You have been using <Product/Service Name> for some time now. Thank you for selecting us over others.

Could you please spare a few mins to answer this <Survey*> and help us further improve our services.


* The link will be active till <Date>.

* The information gathered will be used for quality assurance only.

* We value your privacy and do not sell personal information to third parties.

We appreciate your time and feedback.

Thank you,

If your Survey consists of more than one question, embed a link to the Survey in the NPS email. 

  1. Staff NPS email template

Subject: Love working here? Answer this Employee NPS survey.


Hi <Name>,

Thank you for being part of our team. We appreciate your contribution to the growth of this organization and would like to have your feedback.

Request you to answer the below question.


We assure you the response will be kept entirely confidential.

Thank you,

The best NPS email software

Choose software that lets you import your contacts and create an email list at both surveys and a global level. Save commonly used email content as a template and reuse it in other surveys.

Your NPS email survey software should let you send and schedule anonymous surveys. If you are an organization with customers and employees spread all across the world, your survey software must also support multiple languages.

QuestionPro lets you view the distribution history of NPS emails along with statistics like the number of emails sent, bounced, pending, viewed and batch status. You can send reminders and increase the response rate of the NPS email survey campaign.

NPS email is an extension of your brand and so, should resonate with the same style and tone. If you need more tips on how to write a good NPS email or need any help with surveys and market research, get in touch with us.