How to include ratings links or NPS surveys in an email

You will learn

Learn how to send a simple survey via email to collect information from users and then send that information back to Klaviyo as a custom property. A common use case for this is including rating links in an email or a Net Promoter Score (NPS) survey.

Configure your email template to collect user ratings

For an NPS survey, ask how likely the recipient is to recommend your business to a friend or colleague. Include 11 response options, from 0 (not at all likely) to 10 (extremely likely). For other ratings surveys, choose the scale that fits your question.

1. Within your email template, drag in a Header bar block.
2. In the Desktop layout and Mobile layout menus, select Links and buttons only.
3. In the Content section of the block settings, click Add link until you have 11 links for an NPS survey, or 1 link for each response option on your chosen rating scale.
4. Expand Link 1 and enter the first rating in the Link text field. For an NPS survey, enter 0 in Link 1, 1 in Link 2, and so on through 10.
5. Add the following tag in the Link address field for each link:
   {% update_property_link 'profile_property' 'property_value' 'redirect_link' %}
6. Replace the generic placeholders in the tag above with the following information:
   • profile_property
     The custom property name that should be recorded on someone's profile (e.g., 'NPS Rating').
   • property_value
     The value recorded for the custom property. Use the rating shown on that link, such as '0' through '10' for an NPS survey.
   • redirect_link
     This is the URL that someone will be taken to after they select a value (e.g., your website homepage).

The full tag for a button labeled 1 is:

{% update_property_link 'NPS Rating' '1' 'https://botanic-organics.com/' %}

The full tag for a button labeled 2 is:

{% update_property_link 'NPS Rating' '2' 'https://botanic-organics.com/' %}

Once a recipient clicks on a button, they will be brought to the URL that you specify as a redirect URL and the value will automatically be added to their profile as a custom property. Please note that if someone responds to multiple NPS survey emails that use the same profile_property, the new value they input will overwrite their previous response.

Preview and test your template

When you preview your template and click any of your ratings links, you’ll be directed to a placeholder page, rather than the link provided in the Update Property tag.

If you’d like to test the full functionality of the link or button, send yourself a live email following our guide: How to send a personal email in Klaviyo. Click a rating in the live email, confirm that it opens your redirect URL, and check that the selected value appears as a custom property on your Klaviyo profile.

Additional resources