As an online survey tool provider we know online surveys are usually the best way to ask for feedback in business. But how do you make the surveying process efficient? How to achieve high response rate (get many survey responses) using email invitations? 

In this article we will share our own experience about how we increased the response rate from 5% to 12.8% of our quarterly email NPS survey campaign to all customers.

The history

Net Promoter Score survey is one of the most popular products we provide to our customers. It helps companies to provide customer relationship management and increase customer loyalty. So we know how important it is to do quarterly campaigns to measure NPS score and try to improve trends.

Each quarter we start an NPS survey campaign to our whole user base. Our response rate was around 5%. So it means that from each 100 customers we emailed only 5 decided to share feedback with us. Not bad but far from perfect. So we decided to get even more new survey responses and improve this process. 


It’s not a secret that followup is one of the best ways to improve survey response conversion rate. With that in mind we decided to email surveys with Woodpecker, a great tool for follow ups. How does Woodpecker work? You simply create a campaign and define steps. By steps we  mean the number of emails that are going to be sent to a particular recipient until he responds (reply to the email).

In our case we decided to go with maximum 4 emails to each respondent:

Email 1 (day 0): 

Hi Martin,

We would like to ask you for feedback regarding the cooperation with our company. 

The survey will take a maximum of 3 minutes. 

You can find the link to the survey here:

When the recipient doesn’t respond, Woodpecker waits 4 days (it’s up to you how many days) and sends a 2nd email. 

Email 2 (day 4)

Hi again Martin,

I thought today I might be more lucky so you could provide us with your feedback on our services? You can find the link to the survey here:

Thanks, a million!

It’s the same with 3rd email (we wait additional 6 days, 10 days from first email).

Email 3 (day 10)

Hi Martin,

I really want your opinion on our services. Really. Is there anything I could do to get it? 


And final 4rd email after.

Email 4 (day 18)

Hi Martin,

I promise this is the last time I email you regarding feedback on our services. Collecting feedback is one of the most exciting parts of my duties so I don’t give so easily 🙂

If I am lucky enough today here is the link to the survey:

Here are the results we were able to get after 1000 customers reached. 

It’s important to understand that it’s up to you how many steps (emails) you are going to send but also you should be careful. It’s very easy to frustrate your customers if you follow up too much or too soon. From our experience 3 or 4 emails total during the 21 days interval is safe. 

The trick

Probably at this point you think “Ok, so where is the trick”? It is pretty simple. We email a link to the survey in the email and if we don’t receive an answer Woodpecker will send a follow up email. And once a user responds we will stop following up as we achieved our goal. How will we know that someone clicked on the survey link and responded to our survey so we could stop woodpecker follow ups? We can connect Startquestion and Woodpecker using the integration tool we love so much – Zapier. This is the biggest trick in this playbook: we don’t have to manually check who responded – everything is on autopilot.


Long story short, Zapier let’s you connect two apps to send data between them without coding. Yes, you don’t have to be a programmer or have any IT experience to do it. Zapier is loved by both IT and non IT specialists. You can create workflows easily which save you time and money. 

Connect online survey with Woodpecker by Zapier (Zapier survey)

The playbook is very simple. We have to:

  1. Create online survey on Startquestion
  2. Create campaign on Woodpecker with a link to the survey from step 1
  3. Create zap on Zapier which connects Woodpecker and Startquestion. This step will inform Woodpecker that a particular user finished responding to the survey so we don’t have to send followup in the future. 

We will not cover the full manual here but you can find the full guide on how to follow up on email survey using Woodpecker. 

If you would like to talk about how to implement Zapier automation regarding online surveys/forms with your software, how to get more survey responses or you have other questions, please contact us here: [email protected] or book a video call with our representative.