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3 Steps How To Set An NPS Survey In Pardot Without Using Any Survey Tool

There are many surveys tool you may use for an NPS (Net Promoter Score) survey but today we will show you how to set an NPS survey campaign without using any of them, and more importantly, how to have each customer’s answer stored in your Pardot database.

After reading this manual you will be able to:

  • Set the NPS survey in a Pardot email.
  • Store the data with customer’s answers in Pardot
  • Automatically trigger the segmentation of your customers based on the NPS values
  • We will also provide you with some ideas regarding the further steps after sending the NPS survey campaign.

    1st Step: Create A New Campaign In Pardot

    Remember about the “back to front philosophy”. Before you start creating an email you have to have your NPS campaign ready in Pardot.

    2nd Step: Create The Email Content

    When the NPS campaign is ready, create an email. The best conversion rate from the NPS emails you may achieve, might be when the NPS survey is displayed directly in the email. Keep it short and don’t bore your customers with too much text in it. Here is an example of an NPS survey email that you may use in your campaign:

    3rd Step: Store The Data In Pardot

    Now we want to make sure that all the results are stored in Pardot. First see the example on what we want to achieve.

    John has received an email from you with the NPS survey which is displayed directly in the email. John clicks an NPS value in the email and lands on the Thank you page. The value that he has clicked was 10 (which means he is super happy with your company and would obviously recommend you to his colleagues). The value is being sent to the John’s Pardot record in the field named “NPS Value”. When you go to John’s profile in Pardot you will see next to his “NPS Value” number 10. What’s more John will be assigned to the Promoters list which is the name of the list in Pardot telling you who’s fallen in love with your company (based on the NPS value)

    To make it actually happen we will need to:

  • Create a new Prospect field named “NPS Value” and set is a pick list with values from 0 to 10;
  • Create 3 dynamic list called “NPS_Distractors”, “NPS_Passive” and “NPS_Promoters”
  • Create 11 Custom Redirectors
  • To create a new field in Pardot you need to go to Admin > Configure Fields > Prospect Fields then click Add Custom Field. Enter the name for the NPS value field which should be telling you what it is. We called it “NPS_Value” and set the Type as a Dropdown. In the dropdown list option you have to put values from 0 to 10. Leave the Custom Field ID as automatically generated. This is not visible to prospects. Once saved, this field is not editable. When finished, click Create custom field to save.

    To create a 3 new lists in Pardot, click on Marketing > Segmentation > List then click on Add list and give your lists following names “NPS_Promotors”; “NPS_Distractors”; “NPS_Passsive”.

    To create Custom Redirects in Pardot go to your campaign, click on Add new and select the Custom Redirects. Complete the following fields: Name; Folder; Tags; Campaign; Destination URL (Thank you page where your customer will be redirected after selecting NPS value).

    In the Completion actions section you will need to set two actions. First Change prospect custom field value choose fields “NPS Value” and from the picklist select “10”. The second action will assign the prospect to the dynamic list. Select Add to list and then select the list named “NPS_Promoters”. Click on Create Custom Redirect. Great! The first Custom Redirect for your NPS campaign is ready.

    Remember that each button with NPS value in your NPS has to have a separate Custom Redirect. That is why you will need to create 11 Custom Redirects, one for each NPS value. Each different one will affect the Completion Actions settings. Below is the list of Completion Actions for each NPS value:

    NPS Value Completion Action
    0
  • Change prospect custom field value choose fields NPS Value and from the picklist select 0.
  • Add to list and then select the list named NPS_Distractors.
  • 1
  • Change prospect custom field value choose fields NPS Value and from the picklist select 1.
  • Add to list and then select the list named NPS_Distractors.
  • 2
  • Change prospect custom field value choose fields NPS Value and from the picklist select 2.
  • Add to list and then select the list named NPS_Distractors.
  • 3
  • Change prospect custom field value choose fields NPS Value and from the picklist select 3.
  • Add to list and then select the list named NPS_Distractors.
  • 4
  • Change prospect custom field value choose fields NPS Value and from the picklist select 4.
  • Add to list and then select the list named NPS_Distractors.
  • 5
  • Change prospect custom field value choose fields NPS Value and from the picklist select 5.
  • Add to list and then select the list named NPS_Distractors.
  • 6
  • Change prospect custom field value choose fields NPS Value and from the picklist select 6.
  • Add to list and then select the list named NPS_Distractors.
  • 7
  • Change prospect custom field value choose fields NPS Value and from the picklist select 7.
  • Add to list and then select the list named NPS_Distractors.
  • 8
  • Change prospect custom field value choose fields NPS Value and from the picklist select 8.
  • Add to list and then select the list named NPS_Distractors.
  • 9
  • Change prospect custom field value choose fields NPS Value and from the picklist select 9.
  • Add to list and then select the list named NPS_Distractors.
  • When you have all of your Custom Redirects ready, you can assign these rules to the buttons in your email. It is easy to do:

  • Open a draft of your email.
  • Select the image of the button and then click on the “link” icon in the Content Editor.
  • From the Link Type list selectCustom Redirect
  • From the pick list select correct Custom Redirect. In this example we have selected the image of number 1, so the Custom redirect value should also be assigned to value 1.
  • Repeat the action for each icon in the email.
  • When the images are linked with the Custom Redirects, remember to click on Sync to HTML in the TEXT email option (shown below)

    To make sure that everything displays well on every email client go to Testing and click on New Render

    Congratulations! You’ve just set your NPS survey without using any survey tool!

    To make the NPS campaign efficient you may consider following marketing actions based on the NPS results:

  • Follow up email when a customer didn’t select any NPS score in the email
  • Follow up email with another survey based on the segmentation done thanks to the Custom Redirects, eg. 5 reasons why Company Name makes you happy to the Promoters which are the companies that selected 9 or 10 in the NPS survey.
  • Call with the Customers who are your Distractors - companies that select values from 0 to 6 on NPS survey.
  • Case study with companies who are your Promoters.
  • You may set it by yourself or you can ask us to do this and many other marketing automations for you!


    Joanna - Joanna is a Marketer experienced with hands-on architectural customer experience developed in the areas of Marketo, Pardot and Marketing Cloud. She has had the chance to gain the experience as a Marketing Executive, Marketing Analyst and Project Manager.

    Joanna built up expertise also around Marketing Reporting in Google analytics, Marketing Strategy for Digital Marketing, project planning and building customer experience in digital communication channels.

    Before joining enxoo, Joanna worked for almost 3 years for the tech company, where she rapidly grew her knowledge of marketing automation for the e-commerce industry as well as her strategic and project management skills. Before that she worked for more than 2 years for a company in the BPO industry, where she developed her marketing automation skills for the B2B industry.

    Joanna has consulting experience, which she gained as Project Manager being responsible for developing a marketing strategy for customers.

    Prior to becoming a Marketer, Joanna graduated as a Project Manager from Warsaw School of Economics and Marketer from National Louis University in Poland.

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