17 Goal-Oriented NPS Follow-Up Emails You Can Use Right Now (Ready for Copy & Paste)

Written by Moritz Dausinger, CEO of Refiner

NPS follow-up emails play an important role in every Net Promoter Score survey campaign.

Sounds like common sense, right?

Unfortunately, we see a lot of companies who measure their NPS just for the sake of knowing “How good they are doing”.

Instead of reaching out to the respondents to find out the “why” behind their answers, these companies simply collect NPS ratings and stop there. 

While gathering feedback with a NPS survey tool is valuable in itself, having a well defined NPS follow up strategy in place guarantees that you are getting the most out of the precious customer feedback you’ve received.

At Refiner, we are all about turning customer feedback into insights, and insights into actions that help you grow your business.

That’s why we’ve put together 17 ready-to-use NPS follow-up email examples, each of them crafted for a specific end goal. 

To make our guide easier to follow, we’ve split it into three parts: 

  • NPS follow-up emails for Promoters, 
  • examples of NPS messages for Detractors, and 
  • emails to send to Passives / Neutral responders 

Feel free to copy & paste these templates into your NPS follow-up messages!

Always have a goal in mind when following up on NPS feedback

The Net Promoter Score was introduced to shed light on the areas of a business that aren’t working properly, and to help companies take action in a data-driven manner. 

So on the one hand, the goal of NPS questions is to measure customer satisfaction, and on the other hand, it’s to guide companies in their attempt to improve conversions and better retain customers. 

Before sending out an NPS survey, you should have a clear idea of why you’re collecting the customer feedback and what you want to get out of it. 

For example, you might want to measure the Net Promoter Score to:  

  • increase your Average Order Value (AOV) by cross-selling or up-selling products related to those purchased by the Promoters
  • improve your customer retention rates, by finding out the “why” behind the good scores, and doing more of that
  • improve your customer acquisition strategy, by focusing your messaging and campaigns on audiences similar to your Promoters
  • improve your product assortment, by showing you which products and brands contribute to a higher customer satisfaction
  • improve your channel performance by shedding light on the channels and touchpoints that lead to lower a NPS
  • get a better understanding of the customer journey by sending transactional NPS surveys at key events 

Before we dive into the examples, please take a few minutes to write down your reasons for collecting Net Promoter Scores. 

We’ll briefly discuss the goals of these emails per NPS segment, at the beginning of each section. 

NPS follow-up emails for Promoters: goals and ready-to-use examples 

When following up with Promoters, you should aim for one of these end results: 

  • Collect a testimonial for your products or services
  • Get them to review your business or service
  • Up-sell or cross-sell products that are similar or complementary to what they’ve bought
  • Schedule a call to learn what made them give the good score
  • Get them to chat with you, for quick informal feedback
  • Find out who else in your industry would they recommend to a friend, who they see as your main competitors
6 example goals for following up with NPS Promoters

Here are some examples of NPS follow-up emails that you can use right away.

NPS email template to write a case-study 

Hey [name],

A couple of days ago, you rated our services 10/10. Thank you so much! Your score made us super happy.

I’m writing you because we would love to share your success story with our audience.

We were wondering if you would be up for writing a short testimonial or being featured in a case study on our website?

We could do all the heavy lifting and make sure that this doesn’t produce too much work load on your end.

What do you think?

Thank you,
[name] from [company name]

NPS follow-up example for getting a review

Hey [name],

Thanks for rating us 10/10, we couldn’t be happier! Seriously, you made our day, and we really appreciate it!

Would you mind adding your review to our [link to website/social/Google business profile]? 

It would be of great help! 

Thank you,
[name] from [company name]

Template for up-selling or cross-selling to NPS Promoters

Hey [name],

We’re really happy to see that you like our products! 
We’ve noticed that you’ve ordered mostly [product/brand/collection/style].

Have you seen our [category/collection/offer] already? 

We think these [product/brand/collection] would match your [recently bought products] perfectly! 

Happy shopping!
[name] from [company name]

Example of NPS questions for scheduling a call

Hey [name],

Your 10/10 rating made us really really happy, and we’d love to know why you gave us such a nice score! 

Do you have a few minutes for a short call later this week? What would be the best time to reach you? 

Thank you,
[name] from [company name]

NPS template to get Promoters on chat

Hey [name],

Thanks for your awesome score, we’re super happy to know that you are happy with our service! 

Could you tell us what made you give us such a nice rating? We’re on chat right now, if you have a few minutes.

[link to join chat]

Thank you,
[name] from [company name]

NPS follow-up email to find out who’s your competitor

Hey [name],

Thanks for your awesome score, we’re super happy to know that you are happy with our service! 

If you had to compare us to our competitors, would we still be a 10/10? We’d love to hear what your top 3 looks like and why!

Thank you,
[name] from [company name]

NPS messages for Detractors: goals and copy & paste templates 

When following up with Detractors, your main goal is not to find out why they’re dissatisfied, but to prevent them from churning. And you do that by understanding the reasons behind their disappointment. 

This approach is much more effective, as it shifts your perspective from just learning what doesn’t work well in your business, to being ready to put in time and effort into fixing the issues.

So the goals of your NPS follow-up emails for Detractors could be the following: 

  • Schedule a call to understand what made the customer unhappy, and see what you can do to improve the score
  • Understand how they experienced your brand and your website
  • Find out which areas of your offering should be improved, for them to give you a better score
  • Understand which part of your offering disappointed them: was it a bad product, or the service overall? 
  • Try to win them back by offering a discount or gift code
  • Find out if they prefer a competitor and why

Here are the NPS follow-up examples for Detractors. Feel free to use these in your emails.

Example of NPS email for scheduling a win-back call

Hey [name],

A couple of days ago, you rated our service 6/10. We’re not sure what went wrong there, would you mind giving us a bit more feedback? 

We’re really doing our best to offer our customers a great experience, but right now we’re not sure what we can do to win you back!

Do you have a couple of minutes for a short call, somewhere this week? 

Thank you,
[name] from [company name]

NPS email template to understand the CX

Hey [name],

A couple of days ago, you rated our website experience 5/10.

We’re not sure what went wrong there and were wondering if you could provide a bit more background information.

We’re really doing our best to offer our customers a great experience!

Could you please let us know if you’ve found some areas of our service confusing and why? 

Was there a specific thing that you couldn’t figure out, or something that bothered you in particular? 

Thank you,
[name] from [company name]

NPS follow-up example for finding your weak areas

Hey [name],

A couple of days ago, you rated our services 5/10. That made us a little bit sad, as we do our best to keep our customers happy.

Would you mind telling us what went wrong? 

We’d be more than happy to see how we can help you!

Thank you,
[name] from [company name]

NPS questions for identifying the toxic products or brands

Hey [name],

A couple of days ago, you rated our product 5/10 and we’re really sad to know that we disappointed you. 

We want our customers to be happy, so we’d like to offer you a refund if you’re not happy with the quality of the product. 

You can find the return note here [link]. We’ll refund the full amount as soon as we get the product back. 

If there’s anything else we can do to help fix this, please reply to this email or let us know what’s the best time for a short call. 

Thank you,
[name] from [company name]

Example of NPS email for winning back a Detractor

Hey [name],

A couple of days ago, you rated our services 5/10 and we’re really sad to know that we disappointed you. 

We want our customers to be happy, but right now we’re not sure what went wrong.

Would you mind telling us what happened, and what we can do to fix this? 

Thank you,
[name] from [company name]

NPS follow-up email to find out why your competitor is better

Hey [name],

A couple of days ago, you rated our service 6/10. We’re really sad to know that we disappointed you!

Is there a specific thing that you think we should improve? Would you mind sharing some examples of companies that are handling this better?

Thank you,
[name] from [company name]

NPS follow-up questions for Passive responders

Passive responders are one order away from becoming Promoters, if you approach them with an offer that’s too good to be refused. So the goals of your NPS follow-up emails for Passives could be the following: 

  • Find out what they’re missing from your offer
  • Find out what would make them give you a better score
  • Find out if they prefer a competitor and why
  • Encourage them to place another order by offering a discount or gift code
  • Cross-sell or up-sell products or services preferred by Promoters

Here are the NPS follow-up examples for Detractors. Feel free to use these in your emails.

NPS follow-up template for finding out what’s missing from your offer

Hey [name],

You recently gave us a score of 7/10 in our customer satisfaction survey. We’re doing our best to keep our customers happy, so it makes us sad to know that we’re disappointing you. 

Could you please let us know what’s missing from our service? What can we do better next time? 

Thank you,
[name] from [company name]

Questions for finding out what would turn Passives into Promoters

Hey [name],

You recently gave us a score of 7/10 in our customer satisfaction survey. We’re doing our best to keep our customers happy, so it makes us sad to know that we’re disappointing you. 

Could you please let us know what you’d like us to do different next time? What would make you happier with our service?

Thank you,
[name] from [company name]

Example of NPS email for identifying your competitors

Hey [name],

You recently rated our service 7/10. That makes us sad, as we’re really trying to keep our customers happy.

If you had to compare us to our competitors, who would you say is doing a better job at [service]? We’d love to hear what your top 3 looks like and why!

Thank you,
[name] from [company name]

Template for encouraging Passive responders to place another order

Hey [name],

We were really happy to have you as a customer, but we’d like to know that you were also happy with our products!  

We’ve noticed that you’ve ordered [product/brand/collection] in the past, was there something wrong with it? 

The [products/collection/brands] below are our best sellers, and most of our clients are super happy with their quality! 

We offer free shipping and returns, so you can always send back the products you’re not happy with.

Thanks,
[name] from [company name]

Example of NPS email for cross-selling or up-selling to Passives

Hey [name],

We’re really happy to have you as a customer, but we’d like to know that you’re also happy with our products!  

We’ve noticed that you’ve ordered [product/brand/collection], was there something wrong with it? 

The [products/collection/brands] below are our best sellers, and most of our clients are super happy with their quality! 

Would you like to replace your recently purchased [product] with one of these? 

We’d be happy to cover the return and shipping costs! 

Thanks,
[name] from [company name]


We hope you’ll find these examples of NPS follow-up questions useful! 

If you’re new to our blog, take a look at our NPS survey tool to see if we’re the right fit for your use case! 

We promote a data-driven approach to gathering customer feedback and turning it into actionable insights, through a four-step framework: survey, analyze, engage and integrate. 

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