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Branding, Customer Insight, NPS, Online Survey, Survey Questions

6 Tips to Improve Your NPS Survey Response Rate

When you’re looking for a recommendation—say, a good restaurant or maybe a new internet provider—who are you going to trust, your friends or an ad? A recent study reveals that nearly 75% of consumers rely on their social networks when it comes to purchasing decisions. That’s why knowing your Net Promoter Score (NPS) is so important. Unfortunately, the average NPS response rate isn’t too high. So, here are some ways to boost your NPS survey response rate!

What is an NPS?

An NPS is a company’s Net Promoter Score. It reveals how loyal your customers are by asking them how likely they are to recommend or promote your product or service to a friend or colleague using a 1-10 scale. There are three levels of respondents:

  • Promoters (9-10), your most enthusiastic and satisfied customers, who are likely to recommend your company to someone else.
  • Passives (7-8), customers who found your product or service acceptable, but aren’t likely talking it up amongst their friends.
  • Detractors (0-6), customers that were not completely satisfied and may actually discourage others from using your products or services.

As you can see, promoters can help fuel your company growth through good word of mouth, while detractors can cost you money by turning away potential customers. Passives? Well, they may just need a little push in the right direction! To determine where your customers are at, it is important to conduct NPS surveys.

6 Ways to Improve NPS Survey Results

Even if you recognize the importance of knowing your NPS, you may not have much luck finding out what it is. That because, sometimes, people just aren’t interested in giving their opinions. After all, people are being asked to take surveys more and more these days, so a survey needs to be done right to catch their attention. Here are five ways you can increase your NPS survey rate.

1. Brand Your NPS Survey

Surveys may seem like an afterthought, but you should treat them as you would an ad because, to many consumers, that’s what they are. Your surveys should look and sound like they came from your company, using your unique tone of voice (this can affect your net promoter question wording). If your NPS survey questions feel generic, customers may disregard them as just another automated survey. Think of it this way: if you don’t put effort into the survey, why should your customers?

2. Create Engaging Subject Lines

Assuming your survey is sent via email, you need to consider your subject line. The average office worker receives about 120 emails per day, so you need to stand out. If you know what product or service they’d purchased, include that in the subject line so they know that you know who they are. “Are you enjoying your new purse?” will certainly get more attention than “Let us know about your recent purchase.” You might even want to consider doing some A/B testing to find out which type of subject line garners the most email open rates.

3. Add Personalization 

This goes hand-in-hand with subject lines. Anything you can do to let the recipient know you’re speaking directly to them can help increase NPS survey response rates. For email surveys, it may be as simple as including their name in the subject line or email introduction.

4. Keep NPS Surveys Simple

An NPS survey, ultimately, is just one question: On a scale of 0 to 10, how likely are you to recommend [our company] to a friend, family member, or colleague? Of course, many companies make the mistake of including this question after an exhaustive list of other questions. Yes, you may ask a few follow up questions, which we’ve highlighted in our blog What is an NPS Survey and NPS Questions You Should Ask. However, you should avoid asking too many questions at once. People are busy, and may quickly lose patience if they see that the survey is going to take up too much of their time.

5. Use Responsive Design

Today, there are countless varieties and sizes of mobile devices—and they all have a different screen resolution. That means if not properly formatted, your survey could render poorly on some screens, with images and words being cut off. 

One of the easiest ways to boost NPS survey response rates, then, is to make your survey responsive (i.e. mobile-friendly). Responsive design takes into consideration the different screen-sizes and resolutions, shrinking or expanding content as necessary. And, with nearly 55% of web traffic is coming from mobile users, this is more important than ever.

6. Get Your Timing Right

They say “timing is everything,” but some surveys are bound by time, for example, if you’re printing your survey on the back of a receipt or including it with a bill. If you’re emailing your NPS survey, you have more options and can send an NPS survey when the recipient is most likely to engage with it. The marketing platform CoSchedule covers the best days and times to send your email here. 


Are customers satisfied with your product or service? If you don’t already know it, it’s time to find out with an NPS survey. A low score lets you know you have some work to do, while a high score lets you give yourself a pat on the back (but, never rest on laurels). If you’ve been sending out NPS surveys and have a low B2C or B2B NPS response rate, we can help. 

SurveyLegend makes obtaining your customer satisfaction survey response rates easy. We even do all the calculations for you! On your Live Analytics page, you will be able to monitor your Net Promoter Score as it develops over time—and in real-time. Check out our Net Promoter Score template here, and then get started for free today!

Have any tips for improving your NPS that we’ve missed? How about other ways to improve survey response rates? Sound off in the comments!

Frequently Asked Questions (FAQs)

What is an NPS?

An NPS is a company’s Net Promoter Score. It reveals how loyal your customers are by asking them how likely they are to recommend or promote your product or service to a friend or colleague using a 1-10 scale.

What is the main NPS survey question?

The main NPS survey question is “On a scale of 0 to 10, how likely are you to recommend [our company] to a friend, family member, or colleague?” This should be followed up with additional questions.

How can you improve NPS survey results?

You can improve NPS survey results by branding the survey, creating engaging subject lines, adding personalization, keeping the survey simple, using responsive design, and sending it at the ideal time.

How can you send an NPS survey?

You can send NPS surveys through email using online survey platforms such as SurveyLegend.

About the Author

Jasko Mahmutovic

Born entrepreneur, passionate leader, motivator, great love for UI & UX design, strong believer in "less is more”. Big advocate of bootstrapping. BS in Logistics Service Management. I don't create company environments, I create family and team environments.

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