Use the Survicate - Iterable integration to identify respondents, sync survey answers, and create segments in Iterable.
In this article, you'll learn about:
sending email surveys via Iterable,
connecting and setting up the integration,
using the Survicate data to create segments in Iterable,
sending events to Iterable contact profiles once someone responds to your survey,
analyzing results in the Analyze tab and via Insights Hub;
best practices to make the most of the integration.
📌 Iterable integration works with all survey types. If you want to connect integration to a website, mobile, or in-platform survey, go directly to Enable the Interable integration step.
Create your survey
1. Click on + Create new survey, select any creation method (a template, using AI survey creation, or adding your own questions), and the Email or Shareable link survey type:
For more in-depth instructions, check out this article.
2. In the Configure tab of the survey, select Iterable as the tool to identify respondents with:
Enable the Iterable integration
1. To enable Iterable integration, go to Settings ➡️ Integrations, search for and select Iterable. Click the Connect button to set up the authorization:
2. Insert your Iterable account API Key and Project URL:
3. Now, the integration is ready to use!
Connect your survey to Iterable
Now that the Iterable integration is connected, you can set up individual settings for each survey. Go to your survey, select the Connect tab, and choose Iterable from the list of available integrations:
📌 For the integration to work, you must collect your respondents' email addresses or Iterable userId. If you send your survey via Iterable, we'll collect the email address automatically. If you use a website or mobile survey, make sure to pass the email address via code.
If you prefer the integration to be based on userId values, you can pass them to Survicate along with someone's response.
For Email/Shareable link surveys, it will require adding a &user_id={{userId}} merge tag to the survey link or code.
For Website or in-product surveys, please pass the user_id as a user trait with JavaScript.
For Mobile app surveys, pass the user_id with the Mobile SDK.
❗️ The user_id attribute name must be in this format, not userId or user_ID, etc.
This way, you'll be able to assign responses to users and update correct user profiles in Iterable.
If both an email address and userId are collected, the userId will have a higher priority - if we match a user by this Id, even if the email address doesn't match, we'll update that Iterable profile.
Sending responses to Iterable as User Fields
Set up survey responses to flow into Iterable as user fields' values. By doing so, you'll enrich your Iterable user profiles with collected data.
1. In the Settings tab of Iterable integration, you'll see the Update fields section:
2. Select the question from which you wish to update the fields. To avoid flooding your Iterable user profiles with data, we enable you to only send responses to chosen questions:
❗ Ranking and Matrix questions are not supported for Iterable integration.
3. Add the name of the custom attribute you'd like to update under the User field:
By default, Survicate sends the content of a survey response as an attribute value, but you can change the label to make it shorter or to fit your data structure - click Edit mapping to modify these values:
❗ For NPS®, we send the values mapped based on the response group for the NPS question. However, if you'd like to receive your numeric value, you can switch on Send answers as 0-10 values.
4. You can connect more questions to your integration by clicking ➕Add new and applying the same steps.
💡 Once your configuration is ready, you can test the integration by clicking the Test integration button. We'll create a dummy iterable-test@survicate.com contact in your Iterable account. The contact's profile will include updated fields as per the setup.
Once you click Test integration; See sample data button will appear. If you click it, we'll open the dummy profile in Iterable in a new browser tab for you, so you don't have to look for it manually 🚀
Once you have the data in Survicate, you can create segments based on the fields' values. For example, if you run an NPS survey, you can create a list of detractors and schedule follow-up communication with them:
Sending events to Iterable contacts' profiles
Apart from the above settings, each time a respondent answers a survey question, Survicate can send a custom event in Iterable named survicate-question-answered.
In the Survicate panel, under Send responses as custom attributes, you can choose if you want to send the event for all questions, questions chosen in the Update fields tab, or not at all:
If you choose to send the events, you'll be able to see:
a) In User profile ➡️ Events ➡️ Summary, how many times they responded to Survicate surveys:
b) In User profile ➡️ Events ➡️ History, you'll be able to see details on the events:
The event contains event properties with the answer to the question and the information about the survey, question, and respondent. You can use this event to create segments. For example, create a segment of users never responded to a survey:
Share your survey with the respondents
Once everything is set up in your survey, go to the Share tab and decide how to send your email survey. If you send your survey to existing contacts in Iterable, we automatically capture respondents' first name, last name, and email address information, so you'll know who responded to your survey.
There are two options: you can send your survey as a link or embed the first question in the email so that respondents can start answering the survey right from the email.
Survey link
Survey link
Grab a link to your survey from the Copy survey link button:
Hide the survey link in a hyperlink in your Iterable Email Campaign:
Or add it as a button:
Add your Audience, set up the Delivery, and your campaign is ready to be sent!
Email embed
Email embed
Display the first question directly in the email's body to start the survey from the email. Respondents will be redirected to a landing page to take the rest of the survey.
1. Click Get email code and then Copy the HTML code:
2. Go to the Iterable campaign you want to use for the survey. The survey can be added via all three editor types.
💡 For the longer scales, such as the 1-10 NPS® scale, we recommend using the Side by Side method - it's less likely to divide the scale into two lines.
Drag and drop
Drag and drop
For the Drag and Drop, add a HTML block to your survey, and paste the code from the Share tab to the HTML Properties field:
WYSIWYG
WYSIWYG
For the WYSIWYG, you have to create a snippet first, in Content ➡️ Snippets:
and then add the snippet to your WYSIWYG template:
Side by Side
Side by Side
For the Side by Side method, you have to add the copied HTML to your HTML email template manually:
3. Add your Audience, set up the Delivery, and your campaign is ready to be sent!
Once your email is ready, we recommend sending the survey to yourself or your colleagues to see what the survey experience will be like for your respondents and see if all responses and user data are captured as expected.
Analyze your survey results
After your survey starts collecting responses, you will see them immediately in the Analyze tab of the survey.
The Analyze tab shows you Overall results with statistics and over-time data, as well as Individual responses, allowing you to examine each survey submission in detail.
You can check out our guide for an in-depth description of all the possibilities of the Analyze tab.
Feedback in the Insights Hub
💡 To obtain even more comprehensive feedback, we recommend syncing survey responses to the Insights Hub, where they will be automatically analyzed and categorized into Topics along with feedback from your other sources, such as:
online reviews,
call transcripts.
After you connect sources to the Hub, feedback will appear there in real-time, and it will be automatically segmented into Insights and categorized into Topics:
The Hub will categorize and analyze feedback from surveys and other sources, to:
automatically detect customer sentiment;
identify technical issues and bugs reported by users and segment them into Topics and actionable Insights;
understand your customers' needs and wants better.
💡 You can also ask the Research Assistant to quickly and effectively find answers to all your questions. The responses are generated based on the feedback you integrated into the Insights Hub and the answers collected with surveys in your workspace.
📞 If you have any questions about setting up Iterable integration - feel free to reach out to our team via chat or email: support@survicate.com.
Net Promoter, NPS, and the NPS - related emoticons are registered U.S. trademarks, and Net Promoter Score and Net Promoter System are service marks, of Bain Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.