The survey by link campaign gives you the possibility to target your audience in an environment they are most likely to be reached. You can distribute the survey in your customer emails, on social media, SMS, or even post it on your website. The received feedback will be collected in Retently. 

In this tutorial, you will learn how to set up a survey by link campaign in Retently and start surveying your customers. 

On the Campaigns page, click the + Create new campaign button, select the Metric you need. You can do this by hovering your mouse cursor on the type of Metric you are interested in and click the Select button.

Select the survey channel Link.

The campaign has the following sections:

  1. Survey template

  2. Audience

  3. Schedule

  4. Reminder

  5. Notifications

  6. Autoresponders

  7. Webhooks

  8. Setup

In the following chapters, we will discuss each of the sections.

Assigning a survey template

You can assign a different survey template for each of the link campaigns created in Retently. This is a handy option if you want to survey your audience on a different product or send surveys in different languages, for instance. Later on, you will be able to filter your survey results for each campaign.

Select an existing template or create a new one and proceed with customizing it. 

In the survey template’s edit mode, you will notice several sections:

  1. Identify customer

  2. Survey questions

  3. Thank you screen

When it comes to the Email screen we can have two scenarios. 

In the first case, the Email screen will appear to the anonymous respondents, serving as a way to identify them by asking for their email addresses.

If the customer identified by this email address doesn't exist in your Retently account - it would be added automatically. Otherwise, the feedback will be simply added to the existing customer.

You can customize this screen to match your company’s style by uploading the logo/using the color styling. Even if your surveys will not be anonymized, this screen must be configured, as the logo and button style will be inherited from this page.

As per the second scenario, your respondents can skip the email input step from the survey. Thus, if you append the customer’s email address or his Retently person id (as highlighted below) to the generated link (e.g., the respondent will be displayed the Main rating question first, skipping the email input screen.

Retently person Id

All the questions in the survey template will inherit the style (logo and colors) from the Email screen. Hence, make sure you spend some time configuring and fully customizing it, even if your survey will not be anonymized.

You can also personalize all the questions in the survey template (except the Main rating) based on the score that the customer leaves to the Main Rating question. When editing each question individually, you can switch the view for Promoters, Passives, or Detractors. This allows you to display different questions and response options for different categories of respondents.

Finally, go to the “Thank you” message section, and edit the message your customers will see after they click the Submit button. 

In each section you have three additional buttons:

  • Reset to defaults - will revert all the changes that you made in your survey template and will replace them with the default texts;

  • Save template - will save all the changes in your survey template and will assign it to your campaign.

When you save the template, you will be redirected back to the Template section of your campaign builder. Make sure your template is selected in the campaign by clicking on the Assign button. This will be the survey template used in your survey by link campaign.


In other campaign types, in the Audience section, you have to choose what customers will receive the survey. With the survey by link it’s different because you will be distributing the survey template by means of a unique link in your communication channels with the respondents - email messages, helpdesk auto-responders, in-app messages, chats, etc.

There is also no need to import your audience in Retently. Your customers will be added automatically to your account the moment they respond to a survey. 


The survey by link campaign doesn't have an actual schedule section. That's because you will have to decide when and what audience will receive the survey while distributing your link. 

Basically, we're providing a survey widget, which you can embed in messages. The survey widget will collect the score and text feedback, and store them in Retently, under your campaign. It is up to you to decide when the link containing the survey will be distributed to your audience. 


For instance, if a customer didn't respond to your survey by link in three days after they opened it, our system will send them a reminder email survey. This way, you will be reaching your customers over a second channel, where they are more likely to engage with your survey.

Keep in mind that Reminder surveys are sent only via email. The email survey template must have a logo uploaded, otherwise you will not be able to select it as your reminder template. You can review all your templates here:


In the Alerts section, you can create custom notifications and keep track of your progress.

When creating a new notification you will be asked to choose one or more event types you want to be notified about, the notification frequency (immediately, daily or weekly digest), and channel (email or Slack).

Don't forget to save your notifications and make sure they are enabled. 


In this section, you can create a set of email auto-responders meant to engage with contacts who did not leave any text feedback, left a Detractor score, or simply ask Promoters to leave their reviews on specific platforms and spread word-of-mouth. Autoresponders will be sent to respondents with a random delay between 5 and 60 minutes from the moment they've answered the survey.


Use webhooks to send requests to web applications every time an event occurs. Webhooks allow you to send HTTP requests to another web application every time an event is triggered, be it new feedback, a bounced survey, or an unsubscribed contact. Don't forget to save each created webhook and make sure they're enabled.


In the setup section, you will be able to find the unique campaign link that can be easily copied and distributed outside Retently via any communication channels you find most relevant for your respondents. 

In case the survey link is sent via a marketing platform that supports customer variables, you can simply append to the link the customer’s email address or Retently person id in a variable. This way your customers will skip the email input step from the survey. 

Activating your campaign

The final step is to activate the Survey by link campaign by switching the toggle button ON. Otherwise, you will not be able to use this campaign in your workspace.

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