Product Review Request Email Benchmarks
Product review request emails ask customers to share feedback after a purchase. These emails are sent after the customer has had time to use the product — typically 5 to 14 days post-delivery. Well-timed review requests generate social proof that influences future buyers and improves product page conversion rates.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 30-42% | 45%+ | 55%+ |
| Click-Through Rate | 5-12% | 15%+ | 22%+ |
| Review Submission Rate | 3-8% | 10%+ | 15%+ |
| Click-to-Open Rate | 18-28% | 32%+ | 40%+ |
| Unsubscribe Rate | 0.2-0.5% | Below 0.2% | Below 0.1% |
Why Review Request Benchmarks Matter
Customer reviews are among the most powerful conversion tools in ecommerce. Products with 50 or more reviews see a 4.6% average lift in conversion rates. Review request emails are the primary mechanism for generating that volume. A review submission rate below 3% suggests the request is poorly timed, the incentive is insufficient or the review process is too complex.
Review Request Benchmarks by Timing
| Timing After Purchase | Open Rate | Submission Rate |
|---|---|---|
| Immediate (0-3 days) | 32-38% | 2-4% |
| Short delay (5-7 days) | 35-42% | 5-8% |
| Longer delay (10-14 days) | 30-36% | 4-7% |
| 30+ days | 22-28% | 2-4% |
Best Practices
- Send review requests 5 to 7 days after delivery for physical products and 3 to 5 days for digital products
- Include a direct link to the review form — each additional click reduces submissions by approximately 25%
- Offer a small incentive such as loyalty points or entry into a draw rather than a direct payment, which can raise authenticity concerns
- Use star rating visuals in the email to prime the customer's response
- Consider sending a follow-up reminder to non-responders after 7 days
Related Benchmarks
Abandoned Browse Email Benchmarks
Abandoned browse email benchmarks for product views without cart addition, category-level browsing recovery, and personalised product recommendations with open rates of 30-42% and CTR of 5-12%.
Abandoned Wish List Email Benchmarks
Abandoned wish list email benchmarks for saved item reminders, price drop alerts, and stock notifications with open rates of 30-45% and CTR of 6-15%.
Account Creation Email Benchmarks
Account creation confirmation email benchmarks for open rates, click-through rates, and activation rates. Account creation emails confirm successful registration and guide users to their first action.
Account Deletion Email Benchmarks
Account deletion email benchmarks for open rates, click-through rates, and recovery rates. Account deletion emails confirm account closure and offer a final opportunity to recover the account.
Account Upgrade Prompt Email Benchmarks
Account upgrade prompt email benchmarks for freemium-to-paid conversions, tier upgrades, and feature unlocks with open rates of 22-35% and CTR of 4-10%.
Account Verification & Confirmation Email Benchmarks
Email marketing benchmarks for account verification and confirmation emails. Open rates 40-65%, CTR 20-40%, verification completion rates, re-verification, MFA notification, and security alert data.
Frequently Asked Questions
A good review submission rate from email is 5-8%. Rates above 10% are above average. If your submission rate is below 3%, review the timing, the complexity of your review form and whether the request email's CTA is prominent enough.
Send 5 to 7 days after delivery for physical products. For consumables or fast-use products, 3 to 5 days is appropriate. Avoid sending immediately after purchase — the customer has not had time to form an opinion.
A small non-cash incentive such as loyalty points, a discount on a future purchase or entry into a prize draw increases submission rates by 15-30%. Direct payment for reviews is discouraged as it violates the guidelines of many review platforms and may reduce perceived authenticity.