NPS: How To Launch a Successful Campaign in 6 Simple Steps

So how to launch a successful NPS (Net Promoter Score) campaign and grow your business? The best way to do this is by sending an NPS campaign at the right time, at the right frequency and to the right customers. You’ll also want to have a follow-up plan in advance for how to deal with both happy customers (promoters) and unhappy customers (detractors).

Why are NPS and Online Reviews Important?

When I’m about to make an important decision – like finding a new job or deciding on a holiday destination – I always do two things. First, I do my due diligence and search the internet high and low looking for reviews. I also turn to my friends and family for advice and recommendations.

Aren’t you and your customers more likely to choose a product with more positive reviews, too? We live in a customer satisfaction economy, and whether someone buys from you or not depends heavily on what people say about your company online.

In 2020, you simply can’t afford to ignore customer reviews. Nearly 95% of shoppers read online reviews before making a purchase. And this is where a successful NPS or Net Promoter Score campaign comes into play!

Why You Should Launch an NPS Campaign?

If you deploy an NPS campaign successfully, your business will benefit from it on so many levels. For example, by identifying struggle areas and things you can improve to acquire more customers. However, there are two other benefits that are by far the most important.

First, you’ll identify happy customers and boost referral marketing by asking them to tell others about your company. Secondly, you’ll be able to tell which of your customers are unhappy and have the chance to win them over and turn them into promoters.

In this article, I’ll discuss what makes a perfectly-designed NPS campaign. I’ll answer the most common questions businesses are asking before venturing into NPS.

I’ll also share a practical step-by-step guide on how you can run an ideal NPS campaign and grow your business in 6 simple steps.

Let’s begin!

How To Launch a Successful NPS Campaign in 6 Simple Steps

Step 1: Choose the best tool to run a successful NPS campaign
Step 2: Create the NPS survey
Step 3: Send an NPS campaign via ActiveCampaign
Step 4: Set up notifications for each response to react on feedback quickly
Step 5: Respond to negative feedback (detractors)
Step 6: Use happy customers (promoters) to drive new customers

Step 1: Choose the best tool to run a successful NPS campaign

You’ll only need two tools to run an NPS campaign. The first tool is an NPS and survey platform such as Survicate. It will let you create the NPS survey. The other tool is an email marketing and marketing automation platform such as ActiveCampaign. It will allow you to send out the NPS survey to your customers and use their NPS scores as triggers of various marketing campaigns.

The good news is that Survicate offers a free plan and ActiveCampaign offers a free trial.

Also, Survicate and ActiveCampaign have a free native integration allowing you to seamlessly push data from one software to another. The integration is described in detail here.

You can launch an NPS campaign without paying anything!

Step 2: Create the NPS survey

It’s best to send the NPS survey by email. Email is still king with surveys sent via email noting the highest average response rate. Email is still considered the most effective communication channel and you can still increase survey response rate with subject lines. On average, we check our inboxes 15 times a day, and this increases the probability of answering a survey.

Emails feel more personal than in-app (displayed on a website or in-product as a widget) NPS surveys. Email is also known to encourage more honest responses when done right.

NPS email surveys see lower abandonment rates than the in-app ones as people can return to the email in their own time. Who of us doesn’t appreciate the lack of pressure when answering an email survey?

To make sure people engage with your NPS email, it’s worth making it mobile-friendly and embedding the NPS question directly into the email’s body. Here’s how to do it:

First, log in to your Survicate account. You can sign up here. Click on “+Add new survey” and select “Use a proven survey template”.

Type in NPS in the search box, select “Email or link” as your survey type, and pick NPS (Net Promoter Score) from the list of surveys.

A Photo How to Creating New Survey in Survicate

Select “Use this template” and choose ActiveCampaign as your channel of distribution.

A Photo How to Creating New Survey in Survicate

You’ll be asking your customers two questions which make for a perfectly designed NPS survey. The first question is: “On a scale of 0 to 10, how likely are you to recommend us to a colleague or friend?”, followed by an open-ended (text) question: “What’s the main reason for your score?”.

Remember that with each added question, the chances of someone abandoning the survey increase by 50%. It’s best to stick with the classic, two-question survey.

Make sure that you have enabled the Survicate and ActiveCampaign integration beforehand. Edit the survey so that when someone’s a detractor, passive, or promoter, they’ll be labeled as such in ActiveCampaign. We recommend sending survey responses as contact fields. Here’s the setup you could use for the first NPS question:

A Photo How to Creating New Survey in Survicate

You’re almost ready to go. In Survicate, head over to “Share” and click “Get your survey”. Copy the HTML code and save it. You’re going to need it very soon!

A Photo How to Creating New Survey in Survicate
When is the best time to send the first NPS survey?

For eCommerce businesses, it is important to give people two weeks after the purchased item has been delivered and then send the NPS survey. For recurring SaaS, app or online services businesses, you usually should be sending the first NPS survey after 30 days.

You need to give the customer enough time to use your service, product or service to form an opinion about it. If you send the NPS survey right after purchase, you won’t measure brand loyalty. You’ll measure how frictionless and easy your shopping cart process is.

Picture Shows Best Time To Send First NPS Survey to a new Customer to Measure NPS
How often should I be sending the NPS survey?

You should be sending the NPS survey to each customer every 90 days. It’s good practice to measure NPS on a quarterly basis and see how the score changes over time. Measuring NPS on an annual basis is not enough in the fast-paced world of today.

Picture shows how NPS is changing over time
Who should I send the NPS survey to?

All your customers should receive the NPS survey at some point in the customer lifecycle. However, you’ll want their feedback to be manageable so you can act on it effectively.

That’s why you shouldn’t send an NPS campaign to all your customers at once. If you do, the amount of feedback will be difficult to keep up with. You won’t have the capacity to follow up with each customer individually.

You should run each NPS campaign with one objective in mind: improving your product and service. That’s done by having a conversation with your customers afterward and actioning their feedback.

That’s all the more reason to be sending NPS campaigns in batches. Try grouping your customers into different segments such as for example new customers, long-standing customers, or US-based customers. Then send the NPS survey to one of these groups at a time. This will greatly facilitate the process and let you engage with each customer individually.

Step 3: Send an NPS campaign via ActiveCampaign

Let’s send out your first NPS campaign! Are you thrilled yet? In ActiveCampaign, go to “Campaigns” and click “Create a campaign”. Type in the campaign name and select “Standard” as the type of your campaign.

Picture shows how to create first NPS campaign

It’s best to send NPS campaigns in batches. So, let’s send this one to your new customers. Select a list of contacts you’d like to send the campaign to and then click on “Create a new segment”. Narrow down the list to only your new customers.

Remember to use triggers that exist in your ActiveCampaign database, for example:

Picture shows how to use triggers in ActiveCampaign database

Then click on “Design” and write up the content of your NPS email. You can either choose from pre-existing templates or create a template of your own.

Let’s go with the default “Call to Action” template. Click “Use this template” and type in the subject of your email.

An email subject we’ve known to work extremely well with NPS emails is, for example, %FIRSTNAME%, Would You Recommend Us?

picture shows “Call to Action” template

Where %FIRSTNAME% is a personalization token that will be replaced with each customer’s name.

Click “add an HTML block” and paste the HTML code you’ve copied from the Survicate panel earlier:

It’s worth introducing the purpose of the survey to your customers to encourage honest feedback and increase response rates. Here’s a copy that works well:


As a customer of Acme, we really value your feedback. It will help us make improvements to our product and service.
Could you take 20 seconds to rate your experience? It’s just a 0-10 rating plus any comments you might have.


You’re nearly done now! Click that “Send now!” button and in no time you’ll receive a lot of actionable, first-hand insights from your customers. It’s your job to identify ways to improve and collaboratively solve customers’ issues. Or, if they’re happy, to get them to promote your brand.

Step 4: Set up notifications for each response to react to feedback quickly

Whenever there’s a new NPS response, you can receive either an email notification from Survicate or pull in all NPS responses and details into a single Slack channel.

Enable the Survicate & Slack integration and create a dedicated Slack channel, for example, “NPS 2020”. Link the channel with the NPS survey:

The picture shows to set up notifications for survey response to slack

When you get a new NPS score, Survicate will automatically flow it into a Slack channel along with the customer’s contact details. You’ll be able to respond to feedback as it comes in and collaborates with other people from your company to solve the issue or leverage their positive feedback.

The picture shows Survicate survey response notification in a Slack channel
Step 5: Respond to negative feedback (detractors)

You should send your unhappy customers an email and make them feel heard and valued. If a customer flags a problem or issue, it’s mostly because they expect you to resolve it. There’s nothing worse than a useful piece of feedback that goes unheard.

Make sure you have a template ready for a negative NPS score. Personalize each response with the customer’s name and email address. Here are a couple of tips on how to deal with upset customers:

a) Address the customer by their name.
b) Apologize to the customer.
c) Sympathize with the customer – be compassionate, empathetic.
d) State you’re fixing the issue if this is the case.
e) Offer compensation (if you’re facing high-risk issues and risk losing more money in the long run).

Here’s how to follow up with detractors. Suppose you’ve just received a Slack or email notification to say you’ve been given a low NPS score.

The picture shows low NPS score response and how to follow-up

What you’ll want to do is send them an email via ActiveCampaign and ask for additional details. The complaint might have been a simple misunderstanding or a bigger problem you can’t solve alone. By reaching out to your detractors, you’ll make sure they’ll be less likely to churn or tell others they shouldn’t buy from you.

Here’s a copy that reads very well:


Thanks for taking the time to rate us and thanks for the honest feedback! We’re sorry to hear about [insert the reason the customer is unhappy here].

Please rest assured we’ve passed on your comments to the right team and they’ll be making improvements very soon. Your feedback will help us improve!

Is there anything we can do to make up for the bad experience you’ve had with us? Please let us know how we can help.


Just go to ActiveCampaign, find the right contact, and send them an email:

A gif shows how to find contact to the high risk detractor and send him an email

You need to show your customers what you’ve learned and what you’re planning on doing to improve their experience.

NPS is never about numbers. It’s about forging a personal relationship with your customers and trying to build customer loyalty. Before sending an NPS campaign, you should have a decent follow-up plan in place for how to respond to each response.

Remember, 82% of shoppers specifically seek out negative reviews. The number of negative reviews might be a deciding factor in the buying process of your prospects. If you’d like them to purchase from you, not the competition, make sure you have fewer negative reviews by dealing with each detractor in a timely manner. You’ll see it will positively influence your conversion rates in no time!

Step 6: Use happy customers (promoters) to drive new customers

You need to ask promoters for positive reviews. The ultimate goal of each NPS campaign is to boost referral marketing and bring in more customers. Businesses can reap the benefits of referral marketing by asking for testimonials, case studies, participation in product research, and positive online reviews to entice potential new customers.

The way you set up your NPS survey with Survicate, each Promoter will be labeled as such in ActiveCampaign. They’ll have a contact field saying “NPS Score: Promoter” on their user account.

Now it is your task to use that information in marketing automation. In ActiveCampaign, go to “Automations” and click on “Create automation”. Select “Start from scratch” and pick “Field changes” as the trigger of your automation. You’ll want to make sure you receive positive reviews, so you need to target only promoters:

A picture shows how to set up marketing automation to ask promoters for positive reviews

Once you get a new promoter, you’ll want to send them an automated, personalized email and ask for an online review or to otherwise vouch for your business. That’s why you need to set up an automation in the following way:

A picture shows how to set up a trigger to send a personalized email asking for a review or vouch for the business
Here’s a copy of the email request that you could incorporate:


Thanks for taking part in our NPS campaign and for your positive feedback!

Would you mind leaving us a quick review of G2 / taking part in a case study / providing us with a testimonial / taking part in our product research? [choose whichever one is better]

Our team would love to know which features of [insert your business name] mean the most to you!

Just so you know, whatever the tone of your review, we’ll be giving away $5 Amazon Gift Cards to those who decide to help us! [this is optional if you want to incentivize your customers – you don’t have to do it]


If you don’t hear from a customer, it’s worth sending them a follow-up email and reminder. Research indicates that up to 80% of reviews originate from follow-up emails urging shoppers to review their purchases. That’s why you shouldn’t give up even if the first attempt is not successful!

Nicholas PodgĂłrski

I’m a Product Marketing Manager at Survicate. I love running webinars and doing videos. When not at work, I enjoy listening to regional accents of Britain, working out, and having a sauna. Find me on LinkedIn.

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