Adding Logic to Email Embedded Surveys

If your survey starts off with the first question being embedded into your html email template, you can still have logic rules that apply after that question has been answered. We'll go over how to create those rules here.

Get Your HTML Template Ready

It's not possible to embed an entire GetFeedback survey inside of the HTML email body. Rather, the approach is to mimic the FIRST QUESTION of the survey by creating an email with your first question mocked up as HTML.  When the user clicks on one of the images or links in the email, their first click is recorded and they are shown subsequent survey questions in a web browser as a standard GetFeedback survey would display.

GetFeedback online survey software embed survey in email

Each one of the images in the example above is an HTML link that launches a GetFeedback survey and passes in a piece of information (the score in this case) as a merge field (more on the basics of merge fields here).  So let's say that when a person clicks on the green smiley face above I want to launch my GetFeedback survey and record a score of "5", and similarly for all of the other options as well.  When the recipient clicks on one of the smiley face images, I'd like to link to my survey, and send the score and the value into the survey as merge fields.  What you'll see here is that every image has a separate survey URL associated with it:

getfeedback online survey software survey embedded in an email

Below you can see how easy it is to associate your survey link with any image you would like to use in your email:

As mentioned above, most email marketing and customer support apps allow you to design emails with a friendly HTML email editor, so you can create whatever images you would like (numbers, smiley faces, etc) and drop them into your survey. Then, you'll hyperlink them to your GetFeedback survey URL and pass along the required merge fields (using the survey URL from your Distribute tab.)  For those of you that like to roll up your sleeves and get a bit dirty, here is the HTML that is required to produce the example above:

getfeedback online survey software survey embedded in an email HTML code

Here's what this HTML block is saying is...if the person clicks on the sad face, launch the following GetFeedback survey (
) and record a score of "1".  Similarly, if the person clicks on the super smiley face, launch the same survey but record a score of "5".  If you have any questions at this point about how you might want to configure your survey questions in an HTML email, please don't hesitate to contact our support team at

If you need images to represent your NPS question in your email, we have them for you! Just right click and save each number in the set that you'd like to use below:





Configuring Your Survey

Configuring the rest of your GetFeedback survey is now quite easy.  All you need to do is to create and add any additional questions you'd like to ask.  It's important to note that currently, you must ask AT LEAST one additional survey question in addition to the question that was formed in the HTML email. 

Note: You'll not need to repeat the same question you asked in the email in the survey, so feel free to remove it if it's still there, and start with your second question.

So for this example, you'll notice that we asked one simple follow-up question with the following question text: "Hey thanks for checking out this example! We've recorded your score of [score] out of 5. Is there anything specific you think we can do to improve?"  This allows the survey recipient to add any additional information before clicking "Submit"

Note: If a survey responder does not hit 'submit' the response will not be recorded, even as an incomplete response.

We recommend that surveys that start with a first question embedded in an email remove the Title Page to the survey.  The reason for this is that the survey recipients already feel like they have started the survey by clicking first on the email, so we think it would be a bit odd to show the user a Title Page before displaying what the user thinks of as the second survey question.  you can remove the Title Page to your survey by navigating to GetFeedback > Survey > Build and highlighting the Title Page and clicking "Remove" as shown in the images below:

Removing the Title Page:

getfeedback online survey software title page removal

Confirming the removal of the Title Page:

getfeedback online survey software remove title page

Add in Your Follow Up Slides

In order to add logic to your embedded survey question, you must now add another question into your survey following this first one. For a CSAT survey or NPS you might want to add two follow up questions here. One that asks how you can improve if someone gives you a low score, OR perhaps a thank you page that redirects them to a review site if the score is high. In our example here, we'll show you how to set this up.

First, create your follow up question for the bad score asking how you can improve. It might look something like this, where we're using the merge field name [score] to bring in the CSAT or NPS score given by the survey taker and add personalization to our survey.

You'll then want to create another option for people who gave you high scores, perhaps sending them straight to a 'Thank you' page. 

Run Through Your Survey to Activate Merge Fields in Logic

Once you have all of your paths set up, you'll then want to add in your logic. We'll use merge fields to create the logic rules

First, run through your survey once completely, before adding in your logic. You'll do this so that we can register the merge fields that you'll be using, and allow for you to select them in the builder. For example, your URL might look something like:

Enter this URL fully in your browser window and run through your survey completely, being sure to hit 'submit' at the end. 

Once you've run through the survey once, you can then go into the logic builder and select your fields, and create your rules.  

Add Your Logic Rules

Open up your logic builder to see all of the rules now available to you. You'll add all of your rules on your second question in your survey.


To open up the logic builder, hover over the question and click the Logic icon:

You'll now create your first rule which will run before this question is answered. We'll tell the logic builder to look at our merge field. If the score is equal to 5, 6, 7, 8, 9, or 10 send the person to the 'Thank you' page to thank them for the high score. If the score is 4, 3, 2, or 1 it will then show this question.

Once you are done adding in your logic fields, press save on the bottom right hand corner of your screen and run a few tests to make sure your logic works as you'd like.

Related Topics

The Basics of Merge Fields 

Logic Basics

An Overview of Survey Question Types


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