Create and conduct customer loyalty surveys


Customer loyalty (NPS) surveys track how likely your customers are to recommend your company to other people. You can send this type of survey through email, or display it on any webpage that has your HubSpot tracking code installed.

To set up a customer loyalty survey:

  • In your HubSpot account, navigate to Service > Feedback Surveys.
  • Create, clone, or edit a survey:
    • To create a new survey, click Create survey in the upper right.
    • To clone an existing survey, hover over the survey and click the More dropdown menu, then select Clone.
    • To edit an existing survey, hover over the survey and click Edit


  • When creating a new survey, hover over the Customer Loyalty card and click Create survey.



  • Choose whether to deliver your survey by Email or display it on a Web page


  • Click the Recipients tab to continue. 

Position (Web page surveys only)

  • Select a location for your web page survey: Slide-in box leftSlide-in box right, or Dropdown banner.

  • In the right panel, preview how the survey will be displayed, then click the Customize tab to continue.


Customize the branding and appearance of your survey:

Email surveys

  • In the Email settings section:
    • Click the Survey language dropdown menu and select the language you want the survey to be in.
    • Enter your Company name and select the From name and From address that your survey will be sent from. You can select the name and email address of any user in your account.
    • Write a Subject line for your survey email and  In each field, click contacts Contact token to include a personalization token.
    • Click Advanced settings and use the dropdown menu to select the office address that will display on the footer of the email.


  • In the Email body section: 
    • Customize the text that appears at the top of your survey using the Greeting field.
  • In the Theme section:
    • Click to toggle the Featured image switch on to upload an image for the email survey.
    • Click to select a default color option. To customize your theme color, enter a hex value or click the color picker on the right.
  • To customize the domain that is used in the footer of your email, edit your logo link in your CMS Settings.

Web page surveys

  • Click the Survey tab: 
    • Click the Survey language dropdown menu and select the language you want the survey to be in.
    • Enter your Company name.
    • Click to select a default color option. To customize your theme color, enter a hex value or click the color picker on the right.
  • In the right panel, preview the email or website survey, then click the Follow-up tab to continue.


Click the Feedback tab and customize your follow-up questions to learn more about your customers' responses:

  • Click 0 - 6 Detractors to enter text for customers who gave a low score.
  • Click 7 - 8 Passive to enter text for customers who gave a neutral score.
  • Click 9 - 10 Promoters to enter text for customers who gave a high score.

  • In the right panel, preview the follow up question, then click the Thank you tab to continue.

Thank you

Customize the thank you message a customer will see after submitting the survey:

  • Click 0-6 Detractors, 7 - 8 Passive, and 9-10 Promoters to customize different Image, Header text, and Body text for each category of survey responses.
  • Click to toggle the Show image switch on or off to show or not show an image with your thank you message. Click Upload or Browse images to upload your own image or select an existing one from the file manager.
  • Enter a header for your thank you message in the Header text field for the selected category.
  • Enter a thank you message in the Body text field for the selected category.
  • In the right panel, preview the thank you messages, then click the Audience tab to continue.


Choose the recipients of the survey:

  • By default, the survey will be sent to contacts who became a customer more than 30 days ago. To change the default recipient criteria, click Edit criteria to make changes.


  • In the Criteria tab, customize the filters by clicking the AND or OR buttons. You can set filters based on any contact, company, deal, and ticket properties.

  • By default, contacts who already meet the selected criteria will not receive the survey. To conduct this survey with existing contacts who meet the criteria, click the Options tab, then click to toggle the Enroll existing contacts switch on.
  • Once you're done with setting up the filters, in the bottom left, click Apply.


To continue, click the Settings tab.


The Settings tab includes different options depending on the survey delivery method:

For email surveys:

  • Click the Who gets notified about new survey responses? dropdown menu, and select users and/or teams to receive submission notifications via email.


For web page surveys:

  • In the Choose where to display the survey section, select whether to show your survey on All pages or Only pages that match these URLs. If you select Only pages that match these URLs, enter a URL or search for an existing page by name. To add multiple pages, click Add another page. Click the trash icon delete on the right of a URL to remove the survey from it.
  • To set when the survey will load on the page, enter a number of seconds in the text field under When do you want the survey to appear? 
  • To display the survey on small screen sizes, select the Show survey on small screen sizes checkbox.
  • Click the Add users who should get an email notification dropdown menu, then select users and/or teams to receive submission notifications via email.

  • To set up the frequency of the survey, select Recurring to send the survey regularly and click the dropdown menu to select the frequency of the survey, or select One off to survey your customers once.
  • Click the Automation tab to continue.


  • To set up follow-up actions based on survey responses, click Create workflow below the 0 - 6 Detractors7 - 8 Passives, and/or 9 - 10 Promoters sections. In the right panel, select the actions to automate or click See more to see other actions. Learn more about using workflows actions.

Please note: customer loyalty survey workflows will not appear in the workflows tool (Automation Workflows) and can only be edited from this tab of the survey setup.


  • To preview how your survey will appear on desktop, tablet, and mobile, click Preview in the top right
  • To send yourself a version of an email survey or view the survey on a test web page, click Test survey in the top right. 
  • When you're done, click Review and Publish.
  • Click Publish to take your survey live.