How to Use NPS Surveys to Improve Content and Event Engagement for FrodX
Customer satisfaction is a powerful driver of business growth. FrodX uses NPS surveys powered by InstantFeedback to not only enhance the quality of its content and educational events but also turn satisfied participants into brand ambassadors. By targeting engaged users, InstantFeedback ensures that the input collected is relevant and actionable.
InstantFeedback Campaign
This campagin is target based, meaning that the campaign is not sent automatically after a specific event, but rather manually from a HubSpot list. For this campaign, we created a HubSpot list with users who had opened emails, clicked links, visited pages, submitted forms, or registered for webinars in the past six months.
The NPS survey included two questions:
- NPS Rating: How likely are you to recommend following FrodX’s materials and events to others? (0-10)
- Comment Field: A space for qualitative feedback to provide insights into participants’ experiences.
In a recent campaign, FrodX surveyed 2200 contacts and achieved a response rate of 18%. Follow-up reminders were sent to non-responders, boosting the total number of replies. The survey results revealed an NPS score of 78, with 37 promoters identified.
Follow-up Journey
Using HubSpot workflows, FrodX executed a structured follow-up journey to maximize the value of survey results. Non-responders received a reminder email a week later to increase response rates. Each email was signed by the CEO, which added a personal touch and conveyed the importance of the communication, increasing engagement and response rates
Promotors (Rating: 9 or 10)
In an atempt to activate promoters, they received personalized thank-you emails expressing gratitude for their feedback. They were asked for permission to share their comments publicly as testimonials and to use their company logo alongside their statement. Promotors were also offered to edit their testimonial if they wish to do so.
If only a grade was given, the respondents were given another chance to elaborate on their experience and write a testimonial with a comment.
Detractors (Rating: 1-3)
For detractors, HubSpot tasks were created and assigned to the Marketing Manager, for further analysis and use to guide the creation of upcoming marketing materials and content strategies.
The Role of Feedback in Content Marketing
Measuring content satisfaction helps you identify what resonates most with your audience, allowing you to create more impactful materials that drive engagement and build trust. Satisfied consumers are more likely to share your content, generating organic growth, quality leads, and referrals. By focusing on what works, you improve ROI, position your brand as a thought leader, and turn content into a powerful driver of revenue and customer loyalty.
Example of Follow-up Journey
Email 1: Promoters Who Shared a Comment
Subject: Thank You for Your Support! May We Share Your Feedback?
Preview text : Your feedback on our content and events is very important to us, and I’m delighted that you are satisfied with them.
Hello,
Thank you so much for participating in our NPS survey and for rating our content and events with a score of "". Your feedback is very important to us, and I’m delighted that you are satisfied with our educational content and events.
May we use your statement for public sharing? We would like to share it on our website, social media, and in our newsletters.
We would use your response: "".
You are welcome to modify your statement if needed. If you require any assistance, we are happy to help. We would also like to use your organization's logo, with your permission.
For additional questions or adjustments to your statement, feel free to contact me. You can reply to this email or book a Teams call here:
[button] I Allow Publication
[button] I’d Like to Edit the Statement
Thank you once again for your trust!
Best regards,
CEO
Email 1a: Promotors Without Comment
Subject: Would You Share a Thought with Us?
Preview text: I’d like to invite you to share a short comment with us that we could use for public publication.
Hello,
Thank you so much for participating in our NPS survey and for rating our content and events with a score of "". I’m delighted to hear that you are satisfied with our educational content and events.
I’d like to invite you to share a short comment with us that we could use for public publication. Your opinion is incredibly valuable to us and our future attendees. We would like to share it on our website, social media, and in our newsletters.
If you need help crafting your statement, we can arrange a call, and I’ll write it down for you after our conversation and send it to you for approval. Additionally, we’d love to use your organization’s logo, with your permission.
Could you help me with this request?
[button] Write a Comment
Thank you for your support and trust!
Best regards,
CEO
Email 2: Invite to Thank-You Call
Subject: Can We Have a Quick Call?
Preview text: If you have a few minutes, I’d like to personally invite you to a short conversation to thank you.
Hello,
Thank you for participating in our survey and sharing your feedback about our content and events. Your input means a lot to me and helps us improve further.
If you have a few minutes, I’d like to personally invite you to a short conversation to express my gratitude. You can easily book a time in my calendar, and the system will send us a calendar invite with a Teams link for the selected time:
[button] Choose a Time for Our Conversation
Thank you once again for your trust!
Best regards,
CEO
Email 3: Follow-Up Reminder – No Response
Subject: Your Opinion Means a Lot to Us – May We Share It Publicly?
Preview text: Your feedback is very important to us, and I’m delighted to hear that you are satisfied with our content and events.
Hello,
A few days ago, I sent you an invitation to participate in our campaign to share your feedback. Since your responses are extremely valuable to us, I’d like to kindly ask once more for the opportunity to help us spread best practices.
If you allow us to publish your feedback, you can do so by clicking the link below. We will also gladly adjust the statement according to your preferences, if needed.
[button] I Allow Publication
[button] I’d Like to Edit the Statement
Thank you for your time and trust.
Best regards,
CEO
Email 3a: Follow-up Reminder – No Comment
Subject: Would You Share Another Thought with Us? Your Opinion Means a Lot to Us
Preview text: I’d like to invite you again to share a short comment that we could use for public publication.
Hello,
A few days ago, I sent you an invitation to participate in our campaign to share your feedback.
I’d like to invite you again to share a short comment with us that we could use for public publication. Your feedback is incredibly valuable to us and our future attendees. We’d like to share it on our website, social media, and in our newsletters.
Could you help me with this request?
[button] Write a Comment
Thank you for your time and trust.
Best regards,
CEO