February 20, 2015

How to Launch an NPS Survey Using HubSpot and SurveyMonkey

8 min read

Written by: Olivia Perek-Clark  |  Share:


There are only two questions you need to ask customers to measure your performance and identify areas for improvement and growth. By asking: How likely is it that you would recommend [your company] to a friend or colleague? and Why?, you can track how your company is doing through your customers’ eyes.

The Net Promoter Score is based on the fundamental perspective that every company’s customers can be divided into three categories: promoters, passives and detractors. Ultimately, by launching an NPS campaign you get a deeper understanding of what you do right and what you could improve on while identifying promoters of your business. It’s essential to align yourself with customer promoters because they:

  • Buy more
  • Stay longer
  • Refer friends
  • Provide valuable feedback and ideas

Net Promoter Score helps your company align with customer promoters who can help fuel growth.



It’s easy to launch an NPS campaign, especially when you’re using HubSpot and SurveyMonkey. Here’s a step-by-step guide to get you growing.

Integrating SurveyMonkey with HubSpot

Integrating SurveyMonkey with HubSpot is super easy, as most HubSpot integrations are. To begin, go to your Integrations page.


Then choose SurveyMonkey and click “Integrate with HubSpot.” You’ll be directed to the following page:


Click the blue button, “Authorize HubSpot to access SurveyMonkey.” You’ll be directed to the login page for SurveyMonkey. Enter your credentials and hit the yellow “Authorize” button.

Now you’ve successfully integrated your software. You should be redirected back to HubSpot and greeted with the following message at the top of your SurveyMonkey integration screen:


Creating the NPS Survey in SurveyMonkey

To begin, log in to your SurveyMonkey account and click the green button, “+Create Survey.”

From there you’ll be prompted to start a survey from scratch, edit a copy of an existing survey or start from an expert template. In our case, we’re going to start from scratch and entitle the survey something that reflects customer feedback or scoring. So, we'll choose “Customer Feedback” for the category. Click, “Let’s Go!”


Now it’s time to build your survey. We currently use the free version of SurveyMonkey, so I won’t dive into branding your survey, etc. The first question to ask, depending on how you choose to collect responses (I’ll cover next), will either be:

What is your email address? If you choose to collect responses via any way other than the Email Collector, you need to include a field requesting “email,” which must be required. 




How likely it is that you would recommend [company name] to a friend or colleague? This question will include a 1- to 10-point scale. SurveyMonkey has an NPS question already built for you to add.


Customize the question by including your company name.



Then next question is: What is the primary reason for the score you just gave? While both this question and the rating are required of a true NPS survey, you shouldn’t make the questions require an answer. It is the choice of your customer to complete the survey, not a mandatory action post-service.


Lastly, you can include a final question: Is there anything else you’d like to tell us? I recommend including 4–5 questions maximum. The more you ask of your customers, the less likely they’ll be to provide feedback. Time is valuable; you know that.


Now that your survey is designed, hit the “Next” button at the top of the page and we’ll dive into how you can collect survey responses.

How to Collect Answers with SurveyMonkey and HubSpot

There are a number of ways you can send your NPS survey. The default method is a web link. It will create a link for your survey that you can distribute to those who you wish to complete it. It’s the most basic way to share your survey, but there are more strategic ways to collect responses using both SurveyMonkey and HubSpot.


First you should review all of the settings for your survey:


A few settings to adjust:

  • If you’re using the free version, turn on the "Thank You Page" and customize what the message surveyors will see about submitting.thank-you-page-surveymonkey
  • If you have a subscription to SurveyMonkey, I’d suggest going the extra step and customizing the page respondents see at the end of your survey. If possible, I’d redirect to your own thank-you page.

Now that you’ve adjusting the settings of your survey to your preferences, you need to set up how you’ll distribute the survey and how you’ll collect responses. There are two options, "Email Collector" and "Website Collector"; choose based on your preference.

Website Collector:

For an NPS survey, the best option is to embed your survey into a page on your website. In order to leverage the integration with HubSpot effectively, the first question on your survey must request "email," have this field be required. Therefore, when individuals enter their email addresses, the survey responses will be tied to their contact records in HubSpot.


Once you click “Save,” you’ll be given an embed code that you can then add to your landing page.


From there, you can create an email campaign to customers including a call-to-action that links to the landing page with the embedded survey. Be sure to create and set-up a thank you page for after respondents submit the survey.

Email Collector:

For a more personalized approach to the NPS survey, you can send an email straight from SurveyMonkey using a unique URL, so you don’t have to request the email address you just sent it to.

First, you need to export the list to which you want to send the NPS survey from HubSpot in CSV format. Uploading a CSV file of contacts is the easiest way to add recipients in bulk. Follow these steps to add a list to your contacts in SurveyMonkey.

Once your list is uploaded, choose “From Contacts” and then choose the list you just uploaded


Once you’ve added the list, click “Save and Continue” and create the email message you’d like to accompany your survey. There are a handful of elements to keep in mind when creating your message:

  1. Personalize the message and include [FirstName] in your greeting.
  2. Include [SurveyLink] somewhere in the copy. This prompts SurveyMonkey to insert the unique survey URL in that particular location. Without [SurveyLink] the link to your survey won’t be included in the message.
  3. You must include the default message at the bottom of the email with the [RemoveLink] tag. This allows recipients to opt out of email correspondence in the future.

Once you’re happy with your message, you can choose to send it immediately or schedule it for a future time and/or date.


Now it’s time to collect results in HubSpot and utilize them further.

Viewing Results in HubSpot and Leveraging Them

Before you send your survey, be sure to turn the survey "on" in HubSpot. That way data will sync between SurveyMonkey and HubSpot.


Either way you send and collect responses, the survey data will be tied to the contact record of the respondent under "interactions."


If you click on "Show Survey answers," you’ll be shown the contact's response to each question.


You’ve successfully launched an NPS survey campaign and gathered results, now what? You can create segments based on your responses, like triggering a follow-up email after a survey is submitted or creating a Social Inbox monitoring list of your happiest customers or scheduling customer success team follow-ups with your customers based on the feedback you've recieved. 

Either way, you can segment respondents based on particular answers and follow-up with them as you see fit. Here’s a great blog post from HubSpot on how to do just that.

Now it’s your turn. Launch your own NPS survey campaign and let us know the results. What will you do with your responses? Leave us a comment below!

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Topics: Demand Generation

About The Author

Olivia is the manager of New Breed's Inbound Team. She excels at helping clients identify, build and execute scalable demand generation strategies using the HubSpot ecosystem.

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