How to Use NPS Emails to Increase Customer Engagement

Are you looking to understand your customer loyalty and engagement levels? Check out our blog to learn more about how to use Net Promoter Score (NPS) emails and how they can help you measure customer loyalty and satisfaction.

Posted 16 Feb 2023 by
Simon Austerberry

In this post

  1. 1. What is NPS email?
  2. 2. Benefits of using NPS emails
  3. 3. Crafting effective NPS emails
  4. 4. Analysing NPS email results
  5. 5. Ways to Optimise Your NPS Email Campaign
  6. 6. Common Pitfalls to Avoid When Using NPS Emails
  7. 7. Integrating NPS Emails into Your Overall Customer Engagement Strategy
  8. 8. Tips for Reaching the Right Customers with NPS Emails
  9. 9. Conclusion

NPS emails, or Net Promoter Score emails, are a powerful tool for measuring customer loyalty and understanding customer sentiment. By using NPS emails, businesses can better track their customer experience and engagement, leading to more satisfied customers, loyal promoters, and more revenue for the company.

This article will cover everything you need to know about NPS emails and how to use them to increase customer engagement.

What is NPS email?

An NPS, or Net Promoter Score, email is an automated digital survey, usually sent to the inbox of a customer or prospect.

It often contains a rating question, usually on a scale from 1 to 10, about how likely the customer is to recommend the product or service being measured.

NPS emails offer an easy way for businesses to measure customer sentiment and loyalty without manually tracking customer responses.

NPS emails are a great way to gain valuable insights into customer satisfaction and loyalty. They can be used to find areas of improvement and measure the success of marketing campaigns.

Additionally, NPS emails can be used to reward customers for their loyalty and to encourage them to continue to recommend the product or service.

Benefits of using NPS emails

NPS emails offer a number of benefits for businesses who use them. For starters, they are a great way to measure customer loyalty over time, as they allow businesses to track customer sentiment on a regular basis.

Additionally, NPS emails can be used to track changes in customer sentiment, allowing businesses to quickly and easily identify potential areas of improvement in their products and services. Finally, they are easy to send and require very little investment or effort on behalf of the business.

NPS emails also provide businesses with valuable insights into customer preferences and behaviours. By tracking customer responses over time, businesses can gain a better understanding of what their customers want and can use this information to tailor their products and services accordingly.

Additionally, NPS emails can be used to identify customer trends and patterns, allowing businesses to stay ahead of the competition and remain competitive in their respective markets.

Crafting effective NPS emails

When crafting effective NPS emails, there are several points to consider.

First, make the question clear and easy to understand. This ensures customers can easily give their feedback. Make sure the emails are formatted in a way that is aesthetically pleasing and engaging. And finally, personalise your NPS emails so they're relevant and timely for best results.

Consider giving customers an incentive to respond to the NPS email. This could be in the form of a discount code, free shipping, or other reward. Additionally, ensure you include a clear call-to-action in the email so customers know what to do to provide feedback.

By following these tips, you can ensure that your NPS emails are more effective and successful.

Analysing NPS email results

Once you have sent your NPS emails, it's important to analyse the results carefully.

This will allow you to identify any patterns in customer sentiment that could indicate areas of improvement in your products and services. Additionally, analysing results will provide insights into the effectiveness of your NPS email campaigns and help you identify ways to optimise them for more successful outcomes.

When analysing your NPS email results, look at the response rate and the individual responses. This will help you to understand the sentiment of your customers and identify any areas of improvement.

Additionally, look at the demographic data of your respondents to gain further insights into customer preferences and behaviours. By understanding the data, you can make informed decisions about how to improve your NPS email campaigns and increase customer satisfaction.

Ways to Optimise Your NPS Email Campaign

When optimising your NPS email campaigns, there are a few things to keep in mind.

First, customise your emails to be relevant to your customers’ needs. Additionally, ensure that your emails are delivered at the right time to help increase engagement. Finally, segment your campaigns. This can be helpful as it allows you to target specific types of customers with messages tailored to them.

In addition, ensure that your emails are concise and to the point. Customers are more likely to engage with short emails that are to the point. Additionally, adding visuals such as images or videos can help to draw attention to your emails and make them more engaging.

Common Pitfalls to Avoid When Using NPS Emails

When using NPS emails there are several pitfalls to be aware of.

For example, sending too many emails too frequently can cause customers to become overwhelmed and tune out of your emails. Additionally, sending generic or irrelevant emails can lead customers to ignore the survey. Lastly, failing to personalise emails may make customers feel like their feedback isn’t valued or important.

It is also important to ensure that the emails are sent from a recognisable sender. If customers don’t recognise the sender, they may be less likely to open the email and take the survey.

Additionally, make sure that the subject line is clear and concise. If the subject is too long or confusing, customers may not be motivated to open the email and take the survey.

Integrating NPS Emails into Your Overall Customer Engagement Strategy

Integrating NPS emails into your customer engagement strategy is an important part of maximising its effectiveness. When integrating NPS emails into your other customer engagement efforts, ensure they are timed appropriately so they don’t interfere with other campaigns or initiatives. Additionally, proactively responding to customer feedback from NPS emails can help further improve customer loyalty and engagement over time.

Also consider the frequency of NPS emails. Too many emails can be overwhelming for customers, while too few emails can make it difficult to track customer sentiment over time. Finding the right balance between frequency and customer engagement ensures the success of your NPS emails.

Tips for Reaching the Right Customers with NPS Emails

Finally, when using NPS emails make sure you target the right customers. This means creating targeted segments so you only send relevant NPS emails to customers who are likely to engage with them and provide actionable feedback. Additionally, creating personas for different types of customers can help you craft more relevant and engaging messages.

It's also important to consider the timing of your NPS emails. Sending emails at the right time can help increase engagement and response rates.

For example, if you know that customers are more likely to respond to emails during certain times of the day, you can schedule your NPS emails to be sent during those times.

Additionally, you can also consider sending emails at different points in the customer journey to get more timely feedback.


Using NPS emails is a great way for businesses to measure customer loyalty and engagement over time.

By crafting effective NPS emails, studying their results in detail, and integrating them into their overall customer engagement strategy, businesses can get even more out of this powerful tool.

With the right tactics, businesses can use NPS emails to increase customer engagement and create long-lasting relationships with their customers.

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