Survey delivery
Email Surveys
NPS, CSAT, and CES surveys delivered by email - when to use them and how to make them work.
Email surveys reach users outside your product. Response rates average 5–15% - vs 30–60% for in-product surveys. Knowing when email is the right channel makes the difference.
Types of email surveys
Four formats, different use cases
Survey link in email
A plain link to a hosted survey page. Simplest to set up - paste the URL into any email. Response rates: 5–15%. Works when your audience is used to clicking links and your survey is short.
Survey embedded in email
The first question (NPS scale, CSAT stars) appears inline in the email body. The respondent clicks a score and is taken to a confirmation page. Removes the "click to open" barrier. Response rates: 15–30%.
NPS email survey
The most common email survey format for SaaS. Sent quarterly to the full customer base. Shows the 0–10 scale in the email body - each number is a clickable link that records the score and opens a follow-up question page.
Post-interaction email survey
Triggered automatically after a specific event - support ticket resolved, purchase completed, onboarding finished. Sent within minutes while the experience is fresh. CSAT and CES are the most common formats.
NPS score email
What a good NPS email looks like
The format matters as much as the question. Most NPS emails fail because they look like marketing - not a genuine ask from a person.
From address
A named person - "Sarah from Mapster"
noreply@company.com or "The Team"
Subject line
"Quick question about your experience"
"We want to hear from you! 🎉"
Opening line
"We're running our quarterly NPS survey and wanted your honest take."
"As a valued customer, your feedback is incredibly important to us."
Score display
All 11 options (0–10) displayed inline as clickable links
A single "click here to take the survey" link
Follow-up question
One open text field on the landing page after score is clicked
A 10-question survey form they land on
Send timing
Quarterly, same week each quarter
Monthly or whenever you remember
Email surveys vs in-product surveys
When to use each
| Email surveys | In-product surveys | |
|---|---|---|
| Response rate | 5–15% | 30–60% |
| Reaches churned users | ✓ Yes | ✗ No |
| Tied to user account | Only if email is personalized | ✓ Always |
| Segment by plan/cohort | Via your ESP lists | ✓ Native |
| Context of feedback | Low - hours/days after event | High - in the moment |
| Best survey type | Quarterly NPS | CSAT, CES, PMF, NPS |
| Setup complexity | Low - any email tool | One JS snippet |
Email survey templates
Ready-to-use survey templates
Start from a template - customise the question and add your brand. Deliver by email link or in-product.
NPS Survey Template
The 0–10 loyalty question with open-text follow-up. Ready for email or in-product delivery.
Use template →CSAT Survey Template
Five-star satisfaction rating for post-support, onboarding, and feature feedback.
Use template →CES Survey Template
1–7 effort scale for post-support and onboarding friction measurement.
Use template →PMF Survey Template
The Sean Ellis very disappointed benchmark question for early-stage teams.
Use template →Customer Feedback Template
Multi-question customer feedback survey for quarterly reviews and research.
Use template →Onboarding Survey Template
CSAT and CES combined - measure onboarding satisfaction and friction at activation.
Use template →Frequently asked questions
Common questions about email surveys and NPS emails.
Send your first survey today
NPS, CSAT, and CES - by email or in-product. Start with a template. Free to send.
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