Reviews directly influence buying decisions. Yet, many ecommerce store owners fail to collect enough reviews because they request them at the wrong time or use generic, uninspiring messaging.
The result? Low response rates, missed social proof, and weaker credibility. This guide lists the best ways to request reviews, including timing by product category, multi-channel outreach, automation, and A/B testing frameworks.
When to Ask for a Review (By Product Type)
The timing of review requests plays a significant role in response rates and the quality of feedback received. Customers need enough time to experience the product, but requests shouldn’t be delayed to the point where the purchase is no longer fresh in their minds.
A structured note of timing windows for different product categories helps businesses create a request management process that optimizes review collection.
Here’s the “golden window” for review requests.
Apparel & Fashion → 7–10 days after delivery
- Customers need time to try on clothing, but not so long that they forget about the purchase.
- A delayed request may lead to fewer responses as buyers move on to other interests.
Electronics → 7–10 days after delivery
- Users typically engage with gadgets quickly.
- If issues arise, a well-timed review request allows businesses to gather customer feedback and offer support before negative sentiments escalate.
Skincare & Beauty → 2-4 weeks after delivery
- Many products require consistent use before results are noticeable.
- Customers are more likely to provide a constructive review when they’ve had enough time to assess the effectiveness.
Subscription Boxes → After the second delivery
- First-time users may not have enough exposure to form a strong opinion.
- Host reviews on platforms like Airbnb show that repeat experiences tend to generate more meaningful feedback.
How to Identify the Best Timing for Your Store
Here’s what you can do to make sure you find the perfect time to request a review.
- Analyze past review timestamps using project management software to track patterns.
- A/B test different timeframes (e.g., testing 3 days vs. 7 days for electronics).
- Factor in seasonality. Requests during peak shopping periods may get buried in customer inboxes.
- Consider product-specific variables such as shelf life, expected usage frequency, or the need for external factors like weather conditions.
Crafting the Perfect Review Request: The Anatomy of a High-Converting Template
The best review request templates contain and follow these four components:
Personalization Increases Response Rates
Customers are far more likely to respond to a personalized request than a generic one. Every review request should be customized based on past interactions, purchase history, and the content of template messages.
Personalized email components:
- Use the customer’s name for a personal touch.
- Mention the specific product purchased to make the email relevant.
- Reference past orders or interactions to build familiarity.
Example:
Subject: “How’s your [Product Name] working out for you, [Name]?”
Body: “We hope you’re enjoying your new [Product Name]! We’d love to get your thoughts—it takes less than a minute and helps other customers find the right fit.”
Subject Lines That Get Opened
A great subject line can significantly improve open rates. Testing different formats can reveal what resonates best with potential customers.
- Curiosity-driven. “Quick question about your order.”
- Direct & clear. “What do you think of [Product Name]?”
- Benefit-driven. “Help others by sharing your experience with [Product Name].”
Structuring the Email for Maximum Response
- Friendly opening: Avoid formal, robotic language.
- Single CTA: Too many requests lead to lower response rates.
- Short and concise: Long messages are often ignored.
Testing Template Content for Higher Conversion Rates
- Use different arguments in template calls (e.g., customer incentives vs. community-driven messaging).
- Run multiple class templates to refine what works best.
- Use AI-powered review moderation tools to filter out low-quality or irrelevant reviews before showcasing them.
Multi-Channel Review Requests: Email, SMS, and In-App Strategies
Many businesses rely too heavily on email, but different customers respond to different channels. Using a multi-channel approach improves review submission rates and reaches more customers effectively.
Email Review Requests: Best Practices
- Keep the CTA prominent and clear.
- Use automation to trigger emails after a purchase is delivered.
- Use segmented templates to match customer behavior (e.g., first-time buyers vs. repeat customers).
SMS Review Requests: When and How to Use Them
SMS works well for high-engagement customers but should be short and direct.
Example:
“Hey [Name], how’s your [Product]? Share your thoughts here: [Link].”
Advantages of SMS Requests:
- Higher open rates than email.
- Immediate response potential.
- Minimal effort is required from the customer.
In-App Review Requests for Seamless Submissions
If a business has a mobile app, in-app review prompts are an effective way to increase engagement.
- Prompt reviews after repeated product use.
- Use push notifications with one-tap review options.
- A/B test timing windows to determine the ideal moment for requests.
A structured request system across multiple channels helps businesses optimize response rates and increase review collection efforts.
The Power of Automation: Setting Up Review Requests on Autopilot
Step 1: Order Confirmation & Tracking Link
The purchase confirmation email is often the first post-purchase interaction a customer receives. It reassures them that their order has been successfully placed and allows them to track their shipment. Including this step builds trust and sets the stage for future engagement.
- Trigger: Immediately after purchase
- Action: Send an email with tracking details and an estimated delivery date.
Step 2: Delivery Confirmation & Soft Engagement
Once the product arrives, the next email should warm up the customer before asking for a review. This soft engagement email provides useful product tips, encourages usage, and helps reduce negative reviews by addressing potential concerns early.
- Trigger: 24 hours after delivery
- Action: Send an engagement email with product tips.
Step 3: First Review Request (Optimal Timing Window)
Requesting a review too soon may frustrate the customer while requesting it too late risks them forgetting about the purchase. This step ensures that the timing aligns with the product category (see Section 1).
- Trigger: Based on product category
- Action: Send email + SMS with a direct review link.
Step 4: Follow-Up for Non-Responders
Not every customer will respond to the first review request. A follow-up message increases review volume without being intrusive. Many customers intend to leave a review but forget—this reminder helps them take action.
- Trigger: 5–7 days after the first request
- Action: Send a reminder email + SMS with a new subject line.
Step 5: Incentivized or User-Generated Content Request (Optional)
Customers who leave positive reviews are highly engaged and more likely to provide photo or video testimonials. This step leverages their enthusiasm to boost brand credibility and create high-value marketing content.
- Trigger: After reviewing the submission
- Action: Request photo/video reviews
Step 6: Negative Feedback Handling & Recovery
Not every review will be positive. This step proactively addresses dissatisfaction by flagging negative reviews for customer support follow-up. Handling concerns quickly can turn a bad experience into a retained customer.
- Trigger: If a customer leaves a 1–3 star review
- Action: Flag for customer support follow-up.
A/B Testing Review Requests: What to Test and How to Optimize
A/B testing allows businesses to fine-tune their review request strategy based on real-world data. Even minor adjustments can have a significant impact on response rates. By systematically testing timing, wording, and follow-up methods, ecommerce brands can identify what works best for their customers.
Key Elements to Test
Timing: When is the Best Time to Request a Review?
- Compare 3 days vs. 7 days vs. 14 days post-delivery.
- Products with a longer evaluation period (e.g., skincare) may require delayed requests, while immediate-use products (e.g., electronics) benefit from quicker outreach.
- Use a structured note to record response rates and optimize timing accordingly.
Subject Lines: What Increases Open Rates?
- A/B test curiosity-driven vs. direct subject lines:
- Curiosity-Driven: “Quick question about your order”
- Direct Approach: “How was your experience with [Product Name]?”
- Use Project Management Software to monitor trends in email open rates.
CTA Language: What Drives More Clicks?
- Test different wording approaches for the call to action:
- Option 1: “Help others by sharing your experience!”
- Option 2: “Leave a quick review—it only takes a minute!”
- Analyze how different CTA placements affect response rates.
Follow-Up Strategy: Single vs. Multiple Reminders
- Compare a one-time request vs. a follow-up sequence:
- Option 1: One email, no reminder.
- Option 2: First request → Follow-up after 5 days → Final reminder after 10 days.
- Track which method generates higher engagement without frustrating customers.
Final Thoughts: Turn Your Review Requests into a Growth Engine
A structured, automated, multi-channel review request process drives more engagement, higher response rates, and stronger customer trust.
Businesses can optimize their approach and collect more valuable customer feedback by testing different timing windows, refining templates, and using automation.
Want to automate review collection and improve results? Visit RaveCapture to get started.