What is the best way to collect more reviews by email?
Satisfied customers often leave no review because they are not reminded at the right moment. Link survey flows to review requests: when a customer gives a positive NPS or CSAT score, trigger an email while satisfaction is at its peak.
Optimal timing window by sector
Send after value is experienced, before the memory fades. Automation never waits too long.
E-commerce
7–30 days after delivery. Fast-moving goods: 3–5 days. Durable products: 14–30 days.
Services and B2B
After delivery or a positive milestone. Tuesday–Thursday 9–11 AM for business email engagement.
Hospitality and experiences
During or within 24 hours of the experience, when emotional peak is strongest.
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Anatomy of a review request that works
Subject line drives opens. Body stays short. CTA drives conversion.
Subject lines that work
- How was your experience?
- Got 1 minute?
- What did you think of your order?
- Can you share your experience with us?
Body and tone
Max ~150 words. First name, one question, one action. No heavy corporate layout.
CTA and review link
Direct link to Google or Trustpilot. Every extra step lowers click rate. Subject and CTA must align.
Automation: four steps
Set once, runs for every customer.
- 1Trigger: purchase, delivery or completed survey
- 2Wait time matched to sector
- 3Email: short, personal, direct review link
- 4Reminder after 3–5 days for non-clickers
NPS and CSAT trigger
Positive NPS (8–10) or high CSAT triggers personalised review request. All customers still get the survey; score is a timing trigger, not review gating.
Reminders: one is enough
One reminder after 3–5 days. No reminder if already clicked or reviewed.
Platform rules
Google allows email review requests but no incentives, pressure, content steering or staff quotas. Keep asks neutral and honest.
Avoid review gating
Routing only happy customers to public platforms is misleading. Google may remove reviews or suspend profiles. Timing on enthusiasm is allowed; filtering out detractors is not.
Measure and improve
Track open rate, click rate on review link and reviews received per campaign. Review requests perform closer to transactional email when timing fits.
A/B testing
Test subject line first, then CTA, then send time. One variable at a time.
Start with one flow
One automated flow with sector timing, direct link and single reminder. Feedback Analytics links positive survey responses to review requests automatically.