Have you ever sent out an NPS survey and gotten very few responses?
It happens a lot, but the good news is that with a few tricks you can increase your response rate significantly.

Let's take a look at what NPS is, why it is such a powerful tool for improving the customer experience, and most importantly, how to write an NPS email that really works.

What is the Net Promoter Score (NPS)?

The NPS is a simple but effective metric for measuring how likely customers are to recommend your company, product, or service to others.

The basic question is: How likely are you to recommend us to a friend or colleague, from 0 to 10?

Based on the answer, customers are classified into:

• promoters (9-10): enthusiastic, ready to speak highly of you;
• passive (7-8): satisfied, but not involved enough;
• detractors (0-6): dissatisfied, at risk of abandonment or negative reviews.

You can (and should) add an open-ended question to elaborate, such as:

• “What led you to give this score?”
• “What could we improve?”

How to write an effective NPS email

Sending an NPS survey via email is a common practice. But to get real results, you need a strategic approach.

Let's find out the best practices to follow.

1. Send the survey at the right time

Timing is everything. Send the survey:

• immediately after a purchase;
• after a customer service interaction;
• after a key moment in the customer journey.

For example: if a customer has just received their order, use that moment to ask for feedback. The experience is still fresh.

2. Segment your audience.

Not all customers are the same, so don't send everyone the same email.

Segment by:

• stage of the journey (new customer vs. loyal customer);
• type of product purchased;
• geographic area or language

For example: you might find that those who bought product A give you a much higher NPS than product B. But if you send a single generic email, this information escapes you.

3. Personalize as much as possible.

Generic emails have a very low response rate.

Start the email with the customer's name, use a human tone, and sign off with a real name (e.g., “Clare from the support team”).

Better: “Hi Luca, we wanted to know how your experience with us went. We'll only take 30 seconds from you: how much would you recommend us to a friend, 0 to 10?”

Want more responses? Add the NPS scale directly to your email

If you want to reduce friction and increase response rates, you can display the 0–10 NPS scale directly in the body of the email, instead of linking to a separate landing page.

One click → score submitted. After the click, you can redirect the contact to a thank-you page or use that screen to ask an open-ended follow-up question.

✅ Use this approach if you want to maximize responses to the main NPS question, especially on mobile. Just make sure it aligns with your brand tone and strategy before implementing it.

Collect feedback directly from clicks — no survey needed

Want to ask for NPS feedback without creating a full survey or landing page?
With the Inspire template, it's easy: just enable the option “Register click only as a response.”

Example: include the question “How satisfied are you with our service?” and display numbers from 0 to 10 directly in the email. Each number is a tracked link: when a contact clicks, the system records the selection and you can use that data right away.

After the click, you still need to redirect the contact to a thank-you page — this can be a MagNews landing page or an external page on your website.

The collected feedback is shown in the email report, under the details of who clicked each link.

From there, you can export contacts based on the score they clicked, add them to an audience or trigger follow-up actions.

This is the fastest and lightest way to collect feedback — perfect for quick campaigns that don’t require a full survey setup.
If you need strict control over the number of responses per contact, we recommend using a survey with the “unique submission” setting. With the “click only” method, all clicks are recorded — so if a contact clicks multiple times, all interactions will be tracked.

View results

To view the results of your responses, simply consult the report on the landing page associated with the question you created.

Journey Lag >> Journey List >> [Journey Name] >> [Page Name]

Click on the Report button.

In the Responses tab, you will find the report next to the question.

The score calculated using the formula: NPS Score = % promoters − % detractors, can be green, yellow, or red depending on the evaluation:

- red if negative (from -100 to 0)

- green if positive (greater than 30)

- yellow if the score is between 0 and 30

On the right, the histogram displays the number of responses from detractors (0 to 6), passives (7 or 8), and promoters (9 or 10).

Want to learn more?

Find out how to create communication with the NPS rating..