Average Product Review Request Email Benchmarks
Product review request emails ask customers who have received their order to leave feedback on the product they purchased. They are a post-purchase lifecycle touchpoint that serves two goals: collecting social proof that lifts conversion rates, and re-engaging customers shortly after purchase when satisfaction is typically highest.
Average open rates range from 40% to 55%, reflecting the transactional, expected nature of the message. Click-through rates typically fall between 8% and 15%, with the click driving the customer to a review form. Between 5% and 12% of customers who click complete a review, depending on the product category and the effort required.
Key Findings
- Review request emails achieve open rates of 40-55%, among the highest of any post-purchase touchpoint.
- CTR of 8-15% reflects the single clear action — leaving a review.
- A single link to the review form outperforms multi-link layouts by 15-25%.
- Emails sent 5-7 days after delivery capture higher review rates than immediate sends.
- Offering an incentive (discount, loyalty points) lifts review completion by 30-50% but can bias ratings.
Open Rate Benchmarks
Review request emails consistently generate open rates of 40-55%, with top-quartile campaigns exceeding 60%. The email sent 5-7 days after delivery typically performs best at 45-55%, while the first-touch request sent within 24 hours of delivery averages 35-45%. Subject lines that reference the specific product — "How's your [product]?" — outperform generic "leave us a review" lines by 10-20 percentage points. Mobile open rates exceed 70%, making short subject lines and large tap targets essential.
Click-Through Rate Benchmarks
Click-through rates for review request campaigns range from 8% to 15%, with the strongest performers reaching 20% or higher. Emails with a single prominent review button and no competing links achieve 15-25% higher CTR than emails with navigation, promotions or secondary CTAs. Product categories with high emotional engagement (beauty, baby, pets) trend toward the upper end, while commodity categories (cleaning, office supplies) sit lower. Including a small product image increases CTR by 5-10%.
Best Practices
- Send the first request 5-7 days after delivery to align with peak usage and satisfaction.
- Keep a single clear call to action — the review form — with no competing links.
- Personalise the subject line and copy with the product name.
- Use star-rating options on the landing page to reduce friction and capture partial feedback.
- For incomplete reviews, send a gentle follow-up after 3-5 days.
- Incentivise reviews carefully — verify the offer doesn't require a positive rating.
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Frequently Asked Questions
The sweet spot is 5-7 days after delivery, when the customer has had time to use the product but the experience is still fresh. Immediate requests within 24 hours capture less feedback because the product hasn't been used.
Incentives can inflate positive ratings, which is why some marketplaces prohibit them. If you use incentives, structure them so every customer receives the reward regardless of rating, and disclose the incentive.
A click-through completion rate of 5-12% is typical — meaning 5-12% of those who click actually leave a review. Reducing form friction and offering star-only options pushes completion toward the upper end.
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