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12.3. Delivering Surveys to Customers

Surveys are delivered by including a survey template tag in an email sent to the customer. The template tag format is:

{{ $survey_ID }}

Replace ID with the survey's numeric ID (visible on the Admin > Surveys list page and on the survey edit form). When the email is sent, HelpSpot renders the tag as a branded survey block with the question and clickable score buttons.

The most common delivery method is through an automation rule, but template tags can also be inserted into any email response or notification that supports template tags.

Each score button in the email links to a signed URL unique to that customer and request. This means:

1. The customer's identity is verified automatically — no login is required.
2. Each customer can only submit one response per survey per request. Subsequent visits display an "already submitted" message.
3. URLs cannot be shared or reused by other people.

Setting Up Automation Rules

The recommended way to deliver surveys is through an automation rule that emails the survey after a request is closed.

Automatic Automation Rule Creation

After saving a new survey, HelpSpot displays a prompt offering to create an automation rule automatically. Clicking Create Automation generates a pre-configured rule with the following settings:

1. Conditions:
   1. Request is closed
   2. Closed more than 2 days ago (2,880 minutes)
   3. Closed less than 3 days ago (4,320 minutes)
   4. No existing response for this survey on the request
2. Action: Send an email to the customer containing the survey template tag
3. Options: Run once per request, scheduled hourly

After the rule is created, you are redirected to the automation rule editor where you can review and customize the conditions, email content, and schedule before activating it.

You can also create an automation rule for an existing survey at any time by clicking the ellipsis menu (...) on the survey list and selecting Create Automation.

Manual Setup

To create an automation rule manually, navigate to Admin > Automation Rules and create a new rule. In the action, select Send Email to Customer and include the survey template tag in the email body.

You can also include survey template tags in email templates or compose them directly in staff replies.