Send surveys via HubSpot

How to distribute surveys via HubSpot, send in-message surveys and NPS®

Agnieszka avatar
Written by Agnieszka
Updated over a week ago

With Survicate, you can create email surveys to send via HubSpot.

If you use marketing emails in HubSpot to distribute your surveys, we automatically capture respondents' first & last names and email addresses - you'll know who responded to your survey! You can also connect HubSpot integration to send survey responses to existing or new contact fields in real-time, use Survicate contact forms to generate new leads in HubSpot, and more. 

Remember: Due to HubSpot's restriction on personalization tokens, we can only automatically grab respondent information for HubSpot Marketing Hub users and surveys sent from HubSpot Marketing Emails. For other plans and email types (such as one-to-one emails sent from the contact record view), please include a contact form question as required to identify your respondents!

Step 1. Create an email survey

Start by choosing the Create new survey button. Select Email or shareable link survey, and pick whether you'd like to use a ready template, create a survey with AI, or start from scratch. Build your survey by adding your questions and applying survey logic.

❗️Please note, if you want to embed your survey into an email, the first question of your survey needs to be either a welcome message, a single choice, a smiley scale, a rating scale, or a Net Promoter Score. If you choose any other type of question, we will only provide you with the link to your survey.

Step 2. Design your survey experience

Customize your survey page in the Design tab by adding your company logo or changing colors. Make your surveys entirely branded as your own!

You can also enable Navigation, a Progress bar, Email answers confirmation, or modify the survey's messages in Settings.

Step 3. Configure the survey settings

Once ready with your survey, head to the Configure tab and pick HubSpot as the distribution tool under Identify respondents with.

Under the Configure tab, you can also enable other options, such as multiple responses.

Step 4. Set up HubSpot integration for your email survey

You can enable HubSpot integration or connect any other tool you use. With this option, you can send the collected responses to the apps you're using.

Step 5. Share your survey

There are two ways to distribute your email survey with HubSpot:

No matter which way you want to choose, head to the Share tab of your survey.

  • Direct link

Grab a link to your survey from the Copy Link button, and hide it behind a CTA button or a hyperlink.

❗️Please note that HubSpot is not supporting merge tags in the CTA button. To hide a link behind the button, use the one from Drag and Drop Editor and change it from CTA to URL.

  • Launch in an email

1. Create an Email/Shareable link survey, and choose HubSpot as the tool to identify respondents with.

2. Go to the Share tab of your survey, and in the Launch in an email section, click on Send survey to HubSpot email editor:

3. To confirm that everything worked properly, go to Marketing ➡️ Files and templates ➡️ Design tools in HubSpot to see that your account now has the Survicate survey module.

4. Go to Marketing ➡️ Email to create a new email. Select + More and look for the content named Survicate survey module: your survey's name to drag and drop the Survicate survey directly into your email's body:

5. You can add your survey module directly to your email template.

🔧 In order to use the Send survey to HubSpot email editor feature, you need to have the HubSpot - Survicate integration enabled. If you don't see the module in your HubSpot account, please disconnect the integration here and connect it again.

💡You can also click on Get your code instead of Send survey to HubSpot email editor and paste the HTML code into an HTML-Email content while creating an email in HubSpot.

📌 If you've already clicked on the Send survey to HubSpot email editor but would like to modify your survey's first question, please note that you would need to get a new module, as a module that is already created can not be overwritten in HubSpot.

Please modify the survey the way you wish, duplicate the survey, and then use the new, duplicated survey to create a new module.


I'm sending my survey via HubSpot, but respondent information (name and email) is not coming through.

We automatically generate software-aware URLs to collect respondent information if you have picked HubSpot as a distribution platform. If you are experiencing responses coming as anonymous or information looking distorted (such as {{FIRST.NAME}} instead of respondent's name), please re-check which communication option you are using in HubSpot to send the survey.

Due to HubSpot's limited personalization tokens, it's impossible to capture respondent information when the email is sent via one-to-one communication (contact record view). Please try using Marketing Emails to send surveys instead. Also, collecting respondent information from emails sent via a test function is impossible.

📞 If you have any questions about sending a survey via HubSpot - feel free to reach out to our team via chat or email:

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.

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