Definition
An NPS (Net Promoter Score) email asks a single question: "How likely are you to recommend us to a friend or colleague?" on a 0–10 scale. Respondents are categorised as promoters (9–10), passives (7–8), or detractors (0–6). The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.
NPS emails are a specific type of survey email with a standardised methodology. They are typically triggered after key customer events — a purchase, a support ticket resolution, or an account milestone — to capture feedback when the experience is fresh. NPS emails have become a standard customer experience measurement tool across industries.
NPS Email Timing
| Trigger | Timing | Best For |
|---|---|---|
| Post-purchase | 2–7 days after purchase | Product feedback |
| Post-support | 1–3 days after ticket closed | Service quality feedback |
| Milestone | After 30, 90, 365 days | Relationship health tracking |
| Pre-renewal | 30 days before renewal | Churn prediction |
| Post-onboarding | After onboarding sequence completes | Onboarding effectiveness |
Best Practices
- Send NPS emails at trigger moments when feedback is most relevant
- Keep the email focused on the single NPS question — do not add extra questions
- Use a simple rating scale with clear labels (0 = Not likely, 10 = Extremely likely)
- Include an optional open-text follow-up question for qualitative feedback
- Respond to detractors quickly — a timely follow-up can recover relationships
- Track NPS trends over time rather than reacting to single survey results
- Segment NPS responses by customer lifecycle stage for more actionable insights
Frequently Asked Questions
NPS scores range from -100 to +100. Above 0 is considered good, above 50 is excellent, and above 70 is world-class. Benchmark your score against your industry rather than an absolute standard, as NPS varies significantly across sectors and customer segments.
The frequency depends on your customer lifecycle. Transactional NPS (after purchases or support) can be sent after every meaningful interaction. Relationship NPS (periodic health checks) is typically sent quarterly or bi-annually. Avoid sending NPS emails more than once per month to the same customer to prevent survey fatigue.