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Embedding MicroSurveys in an email with Metadata
Embedding MicroSurveys in an email with Metadata
Ian James S. Pagulayan avatar
Written by Ian James S. Pagulayan
Updated over a week ago

You can embed the four RateIt smileys in the body of your email. When someone clicks a smiley from your email, they'll be taken to a RateIt web link for your profile of choice. You can configure the question asked and the description text.

You can also choose either coloured smilies or black smilies.

You’ll need access to a text/code editor such as Visual Studio Code and some familiarity with HTML to be able to achieve this, but this help doc will help you along the way!

Download starter HTML

You can start by downloading a sample of HTML. Both links are the same template, except one contains coloured smilies and the other black.

Once you have the HTML, you’ll notice that there are no links configured.

Getting your link

First, you’ll need to get your dedicated link. You can do this by visiting Settings > Tokens and dedicated links in the portal or by speaking with your Customer Success Manager.

For this example, we’ll be using the testing link:

Skipping the experience screen (optional but recommended)

When a user clicks on one of the smilies, we’d like them to automatically skip the first screen of the survey. To do this, we need to append the Experience parameter to the URL. These are:


So, the links for each smile would look like:

Adding Metadata (optional)

The next part is the metadata.


This is essentially a list of key-value pairs separated by commas. For example, you may want to tag a rating with values out of your system (HubSpot, Salesforce, Sendgrid). User/member id, member status, first name, etc. Examples might be:


There are also two special metadata keys, RateItRatingEmail and RateItRatingPhone. As you expect, these accept your customer's email and phone number. They’ll then add the user’s email and phone to the rating as a first-class object (not metadata). This will enable you to directly reply to the user within the RateIt Portal, as well as see the user in the People tab. Use these two values to capture email/phone values.

Here is an example of using regular metadata and RateItRatingEmail:

You’ll need to use your email service to inject variables into the URL, similar to a mail merge. Let’s say you have a user object like this:

Phone: 0111222333

Company: Fake Company

Postcode: 3000

Depending on how your system does templating, you would create a key value string like this:

RateItRatingEmail={{Email}}, RateItRatingPhone={{Phone}},Company={{Company}},Postcode={{Postcode}}

You’d then append it to the m= parameter, so it will look like this:

m=RateItRatingEmail={Email}, RateItRatingPhone={{Phone}},Company={{Company}},Postcode={{Postcode}}

And when the values are injected through your system, it will end up like this:

[email protected], RateItRatingPhone=0111222333,Company=Fake+Company,Postcode=3000

Adding Metadata through SendGrid

SendGrid uses a similar string replacement technique to the example above. For information on how to do this, read their documentation.

Putting it all together

Once you’ve got your link, the experience parameters and your metadata, let's put it all together.

For each experience score, you’ll need to combine the three elements, like DedicatedLink|Experience|Metadata.

Using the example above, your links would be:

Awesome{Email}, RateItRatingPhone={{Phone}},Company={{Company}},Postcode={{Postcode}}

Good{Email}, RateItRatingPhone={{Phone}},Company={{Company}},Postcode={{Postcode}}

Not Great{Email}, RateItRatingPhone={{Phone}},Company={{Company}},Postcode={{Postcode}}

Awful{Email}, RateItRatingPhone={{Phone}},Company={{Company}},Postcode={{Postcode}}
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