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In last week’s blog post I talked about what a Net Promoter Score (NPS) is and how to start figuring out what your score is. In that blog post, I covered the different types of surveys that you’ll need to use to get the information from your customers that you need to calculate how your business is doing, in terms of your customer’s experience (CX).

Because surveys are such a critical component of getting the information that you need, I thought this would be a good time to talk about how to get the best results to your surveys. We’re going to walk through each step for delivering your survey, getting your recipients to open the survey, and how to increase the conversions of your survey.

Survey Deliverability

No matter how well you’ve formulated the questions to your NPS survey, if you can’t get the email invitation to take the survey into the recipient’s inbox, you’ll never get an answer to those amazing questions.

[socialpug_tweet tweet=”No matter how well you’ve formulated the questions to your NPS survey, you still have to get the invitation into the inbox #digitalmarketing #SmallBiz” display_tweet=””]

Delivering surveys via email is the most popular method for getting surveys into the hands of the people that you’re trying to get information from. So, step one is, if you’re using a survey platform (i.e. SurveyMonkey, SurveyPlanet, SurveyGizmo, etc) you need to make sure that their email delivery rates are good. There are a couple of things that you want to look at regarding deliverability:

Survey Questions

According to a recent study from Medallia, more than half (57%) of the respondents said that they abandoned a survey without completing it because the survey was too long! The second most often reason given for not completing a survey is the perception that the information that is given won’t be acted upon.

[socialpug_tweet tweet=”Don’t make them work too hard to give you the information #digitalmarketing #SmallBiz” display_tweet=””]

To get quality answers to your questions, here are some tips for writing good survey questions:


Your customers are a wealth of information and they will give you the information that you need to grow your business, whether you’re trying to calculate your NPS or if you’re just trying to figure out what new product to develop. But, you have to ask them the right way.

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