Pulse Insights Documentation
  • Pulse Insights Overview
    • 👋Welcome to Pulse Insights
  • Implementing Pulse Insights (Dev)
    • Implementing on Web and Mobile Web
      • Deploying your tag (code snippet)
      • Ingesting contextual data for targeting and analysis
      • Client Key
      • Tracking Events (aka High Value Actions)
      • Presenting a specific survey
      • Supporting Inline surveys
      • Callbacks
      • Privacy Features
        • Identifiers, cookies, and local storage
        • Data that Pulse Insights stores
      • QA Process and Preview Mode
        • JavaScript Object
      • Single Page Apps
      • Load Time & Availability
      • Bot blocking
      • Customer-initiated Feedback
    • Implementing in email
      • Dynamic Email
    • Implementing in Native Apps
      • Android
        • Android Release Notes
        • Android Demo App
      • iOS
        • iOS Release Notes
        • iOS Demo App
      • Demo App Help
  • Integrations
    • Integrations overview
      • Hubspot
      • Braze
      • Google Analytics
      • Data Lake
  • Configuring Pulse Insights (Console)
    • Account Setup
      • Authentication & SSO
      • Inviting Collaborators
      • Roles & permissions
    • Dashboard & Program Management
      • Survey Status
    • Editor
      • Question Types
        • Survey Invitation
        • Single Choice
          • Using Images
        • Multiple Choice
        • Free Text
        • Net Promoter Score
        • Slider
        • Custom Content (Next Best Action)
        • Thank You Message
          • Poll (Show Results)
      • General
      • Targeting
        • Devices & Channels
        • Sample Rate
        • URL & Events
        • Dates
        • Previous Responses
        • On Page Behavior
        • CRM Targeting
        • Geo Targeting
        • Goal
        • User Behavior
        • Advanced Settings
      • Formatting
        • Widget Types
          • Docked
          • Bottom Bar
          • Top Bar
          • Overlay
          • Inline
        • Themes
        • Question Display
        • Custom CSS (Survey-level)
        • Supported Markdown
      • Link Builder
      • Preview
      • Survey Groups (Localization)
    • Reporting
      • Results Page & Filtering
      • On Demand
        • Columns/Data Dictionary
      • Scheduled Reports
      • Free Text
        • AI Generated Summary
        • Responses & Tagging
      • Custom Content Reporting
      • Viewable Impressions
    • Account Level Settings
      • Get Code Snippet
      • Global Targeting
      • Data & Integrations (Callbacks)
      • Data Restrictions
      • Themes
      • Automations
        • High Value Actions (Events)
      • Activity Log
      • Configured by Pulse Insights
    • AI Agents
      • Next Insights
      • Survey Brief & Hypothesis Generator
  • Best Practices
    • Best Practices
      • Copy
      • Design and Execution
      • Targeting
      • Widget Types
      • Sample Rate
      • Submission Rates
      • Special Features
      • Best Practices for Progressive Profiling
  • API
    • API reference
      • Surveys
        • Questions
        • Poll
      • Q
        • A
      • Direct serve
      • Serve
      • Results
      • Present results
      • Track event
      • Custom content link click
      • Submissions
        • All answers
        • Answer
        • Close
        • Viewed at
      • Devices
        • Set data
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On this page
  • Key Differences with Web implementations
  • How It Works
  • Anatomy of a Pulse Insights link
  • Email Survey FAQs
  • What contextual data should we pass via the links?
  • How do we pass user ID via the survey links?

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  1. Implementing Pulse Insights (Dev)

Implementing in email

PreviousCustomer-initiated FeedbackNextDynamic Email

Last updated 1 year ago

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Collecting feedback and preferences in email channels is critical because it's a primary customer touchpoint for many customers and getting interactions in this channel wrong can reduce overall customer engagement and lifetime value.

Pulse Insights has a different approach than most email surveys. We recommend collecting feedback, contextually, in emails that you are already sending to get feedback on what is in your users' heads as they interact with that email. Often times that means Pulse Insights collects information via short question just above the footer of the email.

Key Differences with Web implementations

Implementing in Pulse Insights in emails channels has some notable differences from implementing on web. While, generally speaking, the email channel has more limited capabilities, the insights and data that stem from it are still incremental and impactful to your business.

This table refers to surveys in standard HTML emails. Pulse Insights also supports , which has expanded capabilities, but not all ESPs and email clients support it.

Web Channel
Email Channel

Surveys are dynamically decisioned on each pageview for each user by Pulse Insights

Surveys are decisioned at send-time at the Email Service Provider in collaboration with your email team

Survey formatting is controlled by Pulse Insights and configured in Console

Survey formatting is controlled by your email team and configured by your email team

Implementation is via JavaScript code snippet placed on your website

Implementation is via links (one per answer) from Console that are then used in your HTML email

Surveys support multiple question types, branching, and free text capture in the same pageview.

In the email itself, single-choice questions are supported. Clicking a response opens a web experience to your website that contains any Thank You messages or follow-up questions.

How It Works

Creation
  • Each answer of the first question of the survey is a dedicated link from Pulse Insights.

  • The links are coded specifically for your email service provider to insert any desired macro or personalization tags to, say, pass a User ID.

  • You will also need the on the landing page to enable on-site follow up questions and Thank You messaging.

  • Your email team inserts the survey links into the email or template applying the appropriate html/formatting.

  • Pulse Insights can be part of the proof send process to validate user experience and data.

User Experience
  • Typically, the survey or preference capture is below the primary body content but above the footer.

  • When a user clicks any survey link, Pulse Insights records the response and any associated data like User ID. There isn't a need for the user to answer again on the subsequent page like in some other email survey platforms.

  • Pulse Insights redirects the user to a relevant page on your website, to further engage with the content and your brand.

  • On that webpage, Pulse Insights can display follow-up questions, a thank you message, or utilize any other capabilities that exist in the web channel such as Next Best Action.

Data & Integrations
  • If you have any integrations to your Data Lake, CDP, CRM, or ESP they will occur per the specs of the integration.

Anatomy of a Pulse Insights link

  • Each survey link:

    • Tracks the user’s response

    • Records the Client Key and other Context Data (optional)

    • Redirects the user to the landing page and displays the appropriate follow up question or Thank You message on the page.

Please let your CSM know the domain of landing page so they can properly configure the link and whitelist the domain.

Email Survey FAQs

What contextual data should we pass via the links?

Most commonly you'll want to pass a user identifier so that you can know who answered and follow-up if necessary. This also can enable integrating the data at a user level throughout your organization - e.g., inserting the feedback or preference into a CRM, CDP, or back in the ESP.

How do we pass user ID via the survey links?

It is passed to Pulse Insights via merge tags (also known as a macros, tokens, or personalization tags, depending on the ESP). The syntax differs by email service provider and often have a form like

{{user_id}}

or

%%user_id%%

See other to consider passing to Pulse Insights.

Dynamic Email
tag
common contextual data
Example of a custom link