NPS for Marketing Teams

Aino ValtonenAino Valtonen
Last edited: June 24th, 2024

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NPS for Marketing Teams: How to Leverage Net Promoter Score in Your Strategy

Net Promoter Score (NPS) is a powerful metric for understanding customer loyalty and satisfaction.

While traditionally used by customer service and product teams, marketing teams can also benefit significantly from incorporating NPS into their strategies.

In this blog, we’ll explore how marketing teams can use NPS to enhance their campaigns, improve customer engagement, and drive business growth.

What is NPS?

NPS is a metric that measures the likelihood of customers recommending your product or service to others. It is calculated based on responses to a single question: “On a scale of 0-10, how likely are you to recommend our product/service to a friend or colleague?”

Respondents are categorized into three groups:

  • Promoters (9-10): Loyal enthusiasts who will keep buying and referring to others.
  • Passives (7-8): Satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (0-6): Unhappy customers who can damage your brand through negative word-of-mouth.

The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

nps scale

Why NPS Matters for Marketing Teams

Understanding Customer Sentiment

NPS provides direct insights into customer sentiment, helping marketing teams understand how customers feel about the brand. This information is invaluable for crafting messages that resonate with your audience.

Identifying Brand Advocates

Promoters are your biggest fans. By identifying them, marketing teams can leverage their enthusiasm for referrals, testimonials, and case studies, enhancing the credibility and reach of marketing campaigns.

statistics about promoters

Enhancing Customer Engagement

Knowing which customers are less satisfied (Detractors and Passives) allows marketing teams to tailor engagement strategies to address their concerns and improve their experiences.

How to Implement NPS in Your Marketing Strategy

Step 1: Conduct NPS Surveys

Begin by integrating NPS surveys into your customer feedback process. You can use tools like Trustmary, SurveyMonkey, or Microsoft Forms to send surveys via email or SMS.

Step 2: Analyze the Data

Once you have collected responses, analyze the data to identify trends and patterns. Look at the overall NPS score and breakdowns by different customer segments.

screenshot from trustmary's reporting dashboard

Step 3: Act on Insights

Use the insights gained from NPS data to inform your marketing strategies:

  • For Promoters: Develop referral programs, ask for testimonials, and create loyalty programs to reward their advocacy.
  • For Passives: Send personalized offers and gather more detailed feedback to convert them into Promoters.
  • For Detractors: Address their issues directly with targeted communications and improvement initiatives.

Real-World Applications of NPS in Marketing

Creating Targeted Campaigns

By segmenting your audience based on NPS scores, you can create highly targeted marketing campaigns. Promoters might appreciate early access to new products, while Detractors may need reassurance and evidence of improvements.

Enhancing Content Marketing

NPS feedback can highlight which aspects of your product or service customers love the most. Use this information to create content that emphasizes these strengths, attracting more potential Promoters.

Improving Social Proof

Promoters’ testimonials and positive feedback can be used as social proof on your website, in advertisements, and across social media platforms. This builds trust and encourages potential customers to choose your brand.

Best Practices for Using NPS in Marketing

Regularly Collect Feedback

Make NPS surveys a regular part of your customer engagement process. This allows you to track changes over time and measure the impact of your marketing efforts.

Close the Loop with Customers

Always follow up with respondents, especially Detractors and Passives. Let them know you value their feedback and are taking steps to address their concerns.

Share Insights Across Teams

Share NPS insights with other departments, such as product development and customer service, to ensure a unified approach to improving customer satisfaction.

Create an NPS Survey in Minutes

If you want an easy way to get started with NPS, try Trustmary.

In just a couple of minutes, you have an NPS survey that is adapted to your brand and will collect reviews while measuring NPS.

Next, you have to do is to share the survey with your customers via email, link, QR code, website embed, SMS, or other methods.

Start for free below!


NPS is more than just a customer service metric; it’s a valuable tool for marketing teams to understand and enhance customer relationships.

By leveraging NPS data, marketing teams can create more effective campaigns, foster customer loyalty, and drive business growth.

Start integrating NPS into your marketing strategy today to see the benefits firsthand.


How often should marketing teams conduct NPS surveys?

It’s beneficial to conduct NPS surveys quarterly to track changes and stay updated on customer sentiment.

Can NPS data be integrated with other marketing tools?

Yes, most NPS tools integrate with CRM systems, email marketing platforms, and analytics tools to streamline data analysis and action. So does Trustmary.

How can NPS improve my marketing ROI?

By targeting Promoters for advocacy and addressing the concerns of Detractors and Passives, you can improve customer loyalty and reduce churn, leading to a higher ROI.

Is NPS suitable for all types of businesses?

Yes, NPS is versatile and can be used by businesses of all sizes and industries to gauge customer loyalty and satisfaction.

What should I do if my NPS score is low?

Identify the key issues driving the low score by analyzing Detractor feedback. Implement changes to address these issues and communicate improvements to your customers.

Aino Valtonen
Aino Valtonen
Aino Valtonen is a Growth Marketer at Trustmary. With a background in Linguistics, she is an expert in language and communication, as well as local SEO and review marketing.


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