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What’s the best approach for an NPS survey?

AnitaAzevedo

Hey everyone 👋
I’m planning to add an NPS survey to an email campaign and I’m curious — what’s worked best for you?

Email with a link to a Braze landing page with the survey
Or an embedded survey directly in the email?

Both options will consume data points to collect information from each user, but which do you think has more advantages overall?
Would love to hear your experiences! 🙌

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Comments

TedScott

The approach I have taken is in the past is built it all in the email with individual links for 0-10 encoded to set their selection in a custom attribute and lead to a thank you page (Originally tried doing an IAM as the thank you triggered by the click, but it did not display 100% of the time).

You might also consider an IAM survey, here is a template as a starting point:
https://github.com/braze-inc/in-app-message-templates/tree/master/braze-templates/6-braze-nps

Annika_Dunaway

I think its always good to make it as easy as possible to give the information. So if the number is clicked in the email, you should store the rating and carry it over to a landingpage in case you want more feedback. Like why did you choose "5" for example.

Out of experience though most people wont spend time on filling that in. If you are happy with only the rating, just let them click in the email or IAM

AllanHeoFNM

Braze has a Technology Partner called Survicate that can help with NPS Email setup also! We definitely see embedded emails way more frequently than a redirect to a Braze Landing Page.

Please let us know any remaining questions!

amanK

Hey! Great question -- we've tested both and honestly each has its place, but here's the breakdown from our experience:

The embedded survey wins on response rate. One-click scoring inside the email removes all friction -- users don't have to leave their inbox, and that alone can meaningfully lift completion. For NPS specifically (where the core ask is just a 0-10 score), embedded handles it cleanly.

The landing page approach wins on flexibility. If you want to capture the follow-up open-text question ("what's the main reason for your score?"), you really need a landing page -- email clients won't support that level of interactivity reliably. It also gives you more control over the post-response experience (thank you page, redirect logic, etc.).

A hybrid approach works well: embed the 0-10 score directly in the email using Link Aliasing (one aliased link per score), then redirect to a landing page that dynamically loads the follow-up question based on the score clicked. You get the high response rate of embedded + the depth of a landing page -- without asking the user to do extra work upfront.

On the data points question -- yes both will consume them, so that's a wash. The real deciding factor is whether you need just the score or the qualitative context too.

Happy to share more on how we've set up the Link Aliasing flow if useful!