Send surveys via HubSpot
How to distribute surveys via HubSpot, send in-message surveys and NPS®
Agnieszka avatar
Written by Agnieszka
Updated yesterday

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 subscribers' first & last name and email address information - so you'll know who responded to your survey! You'll be able to filter survey results by these attributes, too. You can add any attributes to your survey link supported by Hubspot or connect HubSpot integration to update your contact fields.

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!

HubSpot surveys

There are two ways to distribute your survey with HubSpot:

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 or start from scratch. Build your survey by adding your questions and applying survey logic.

❗️Please remember, 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 to the first one, 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 integrations for your email survey

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

Head to the Share tab and decide how you'd like to send 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 Get your HubSpot module:

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.

🔧 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 Get your HubSpot module and paste the HTML code into an HTML-Email content while creating an email in HubSpot.

📌. If you already clicked on Get your hubspot module but would like to modify your survey's first question, please modify the survey the way you wish, duplicate the survey, and then use the duplicate survey to create a module and collect responses.

That's because a module already created will not be overwritten in HubSpot.


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, please note that collecting respondent information from emails sent via a test function is impossible.

Best practices

Send responses to HubSpot profiles as tags or attributes
We strongly recommend combining your email survey with our Hubspot integration to boost your email campaigns! You can enable HubSpot integration in the Connect section of your survey and tag your contacts or update contact fields based on their responses to the survey, creating new contacts or notes.

Collect information about the respondents

When sending the survey via HubSpot, we'll automatically recognize the respondent's first & last name and email. You can also add any other HubSpot attributes to your survey link to identify the respondents with this data.

Automate quarterly NPS surveys with HubSpot
Use the HubSpot Email Marketing Workflow option to configure an automatic distribution of your NPS surveys at defined time intervals.

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

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