Definition
Review request emails are automated messages sent to customers after purchase asking them to leave a product review or testimonial. These emails are typically sent three to fourteen days after delivery, allowing enough time for the customer to have received and used the product. The timing window balances giving the customer sufficient experience with capturing their feedback while the purchase experience is still fresh. Review requests are a primary driver of user-generated content for ecommerce and service businesses.
The conversion rate for review request emails varies by ask placement. Emails that drive customers to a landing page to leave a review typically convert at 10 to 20 per cent of recipients who open the email. However, the overall conversion from email sent to review submitted is typically 1 to 3 per cent. Multi-channel review collection that combines email requests with in-app prompts, SMS, and post-purchase web pages increases total review volume. Incentivised review programmes, such as loyalty points or discounts for reviews, increase response rates but must comply with platform guidelines regarding incentivised content.
Best Practices
Time the review request based on typical product usage cycles. A consumable product should receive a review request later than a durable good because the customer needs time to use the product before reviewing. Segment timing by product category rather than using a single delay for all products.
Include a direct link to the review form in the email rather than linking to a product page where the customer must search for the review section. Reduce friction to the absolute minimum. One-click or two-click review paths generate significantly higher completion rates than multi-step processes.
Ask for a rating first and a written review second. A star rating requires less effort than a written review and has lower abandonment. Capture the rating even if the customer does not complete the text review. Use the rating to filter which customers receive follow-up requests for detailed feedback.
Use social proof in the request by mentioning how many others have reviewed or how reviews help other shoppers. Customers are more likely to contribute when they understand the value their review provides to the community. Personalise the request with the specific product name and image.
Send a follow-up reminder to customers who did not respond to the first request. A single follow-up sent three to seven days after the first request typically recovers 20 to 40 per cent additional reviews. Do not send more than two review requests per purchase to avoid annoying the customer.
Related Glossary Terms
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Back-in-Stock
Back-in-stock email alerts notify waiting subscribers when inventory returns. Conversion rates reach 25–40% for well-timed alerts with urgency and exclusivity messaging.
Browse Abandonment Email
Email campaigns triggered when a visitor views product pages without adding items to a cart, recovering potential lost sales earlier in the funnel.
Email Cross-Sell
Email campaigns that recommend complementary or upgraded products to existing customers based on purchase history and behavior.
Holiday Email Campaigns
Seasonal email marketing strategies built around major holidays, shopping events, and cultural moments throughout the year.
Post-Purchase Email Sequence
A series of triggered emails sent after a purchase, including confirmation, shipping updates, review requests, and cross-sell recommendations.
Frequently Asked Questions
The optimal timing depends on the product category. For physical products, send three to seven days after delivery confirmation. For digital products or services, send three to fourteen days after purchase to allow sufficient usage time. Test different timing windows to find the optimal point for your product types.
Reduce friction by linking directly to the review form. Keep the form short with one rating question before optional text. Include a clear subject line stating the review request. Personalise with product images and names. Offer a small incentive such as loyalty points for completing the review.
Incentivised reviews increase volume but must comply with platform guidelines. Amazon prohibits incentivised reviews. Google and other platforms have disclosure requirements. If you use incentives, require a honest review regardless of sentiment, and clearly disclose the incentive in the review content.
Multi-channel review collection increases total review volume. SMS review requests can be effective for mobile-responsive audiences, but require opt-in consent. Use email as the primary channel and add SMS as a secondary channel for subscribers who have opted into SMS communications.
Negative reviews should receive a personal response from customer service rather than an automated reply. The response should acknowledge the feedback, apologise for the poor experience, and offer to resolve the issue. A well-handled negative review can build more trust than a perfect review score.