Customer reviews build trust in your brand and can directly influence purchasing decisions. A well-crafted review request email collects feedback at key moments when customers have formed opinions but still remember the details of their experience.
Effective review requests generate more than star ratings — they provide testimonials that showcase real benefits and address potential buyers’ concerns. Strategic timing, personalized content, and straightforward design lead to high response rates.
Join us below to discover six proven review request email examples that increase response rates and learn how to create messages customers want to answer.
Create automated review request emails with Omnisend
You send review request emails when you want authentic feedback about what customers bought from you. Each message creates a direct path to share opinions without hassle, typically arriving when the purchase experience remains fresh and relevant.
Reviews transform individual customer experiences into compelling social proof for your products. Honest feedback highlights unexpected product benefits while revealing improvement opportunities, giving valuable insights from the people who matter most to your business.
Setting up automated workflows ensures these messages reach customers at optimal moments after purchase when they’ve had time to form genuine opinions about your products.
6 review request email examples
Check out these review request email examples to inspire your own:
1. The post-purchase review request
Sending review requests shortly after delivery captures feedback when customers feel most enthusiastic about their purchase.
The review request email example below from dog food retailer Chewy gets to the point with the subject line, “Tell us what you think”:
It leads with the heading “What did you think of your purchase?” and follows up with a five-star image rating to influence a high score.
Customers can leave reviews for products purchased via the CTA buttons, and a phone number is at the bottom of the email in case they need help.
What you can learn
Chewy sends its post-purchase emails a few days after purchase and outlines what it wants in its subject line and content. The CTA buttons make taking the next steps simple.
Focusing on clarity, timing, and making the review process effortless can help you create similarly effective requests.
2. The personalized follow-up email
Personalizing your emails with customer names and product details transforms generic messages into conversations, making customers feel valued enough to share their opinions.
Olive oil retailer Graza’s review request email is a perfect example, using the subject line “We’d really love your feedback” and the customer’s name in the first text section, “We want to hear what you think, Matthew”:
Image via Really Good Emails
It follows with a polite request, “If you don’t mind taking a minute to leave us a review, we’d really appreciate it,” and leans on the idea of the customer helping others, with “Plus it might give others the encouragement to start cooking.”
What you can learn
Addressing customers by name and referencing their purchases transforms generic requests into personal conversations worth responding to. Explaining how reviews help future shoppers gives your customers a purpose beyond just providing feedback to your business.
3. The incentivized review request
Offering rewards like discounts or loyalty points for reviews increases response rates as it acknowledges customer time investment and creates mutual benefit from the exchange.
Fashion retailer Anthropologie offers a 20% discount on the customer’s next full-price purchase in its review request email:
Image via Really Good Emails
That email avoids being pushy with the subject line “Just a friendly reminder to complete our survey.” The clear discount offer creates urgency because it has an expiry date detailed at the bottom of the email (Monday, September 18).
What you can learn
Incentives transform reviewing from a favor customers do for you into a rewarding exchange that benefits both parties.
Setting expiration dates on your discount offers creates urgency, motivating immediate action rather than letting review requests sit forgotten in crowded inboxes.
4. The review reminder email
If your customer doesn’t respond to your initial review request email, it could be because they didn’t have enough time to form an opinion. A gentle nudge a month after purchase can reignite their experience and encourage them to leave a review.
Carry goods brand Bellroy does just that in its review reminder email, leading with the subject line “Day 30. What’s happened so far?”:
Image via Really Good Emails
Its use of conversational headings, “Settled in yet?” and “Tell us how much you like it,” connects with the customer. The body content reinforces its value propositions by mentioning “slimming your pockets” and “streamlining your things.”
The template guides the customer to leave a review by including an arrow, a five-star image, and a 0-10 rating system below the text body.
What you can learn
Bellroy’s review request goes out a month after purchase to give customers the time to experience its products. Its review request email template guides the reader to take action and uses value propositions in the content to remind customers of the benefits.
5. The one-click review request
Sometimes, you might want to collect feedback on only a single product feature or encourage reviews for difficult items to gather feedback on. A one-click review request can achieve those goals, as Amazon demonstrates in this example:
Image via Really Good Emails
Amazon’s review request email uses the personalized subject line, “(Name), how do you like your ‘Legendary Whitetails Men’s Maverick Slub Henley’?”. It opens to reveal the heading “How did the size fit?” with six one-click answers to choose from.
What you can learn
Making feedback submissions as easy as clicking or tapping a button can significantly increase engagement rates. Your email marketing tool will track which buttons get clicked, giving you the answers you need without inconveniencing your customers.
6. The email engagement feedback request
Another use for review request emails is gathering feedback about your email marketing campaigns. You can ask your subscribers whether they find your emails helpful and rewarding and use their answers to refine your strategy.
Dairy brand Tillamook uses its review requests to do just that, with a survey email asking its subscribers to answer three questions:
Image via Really Good Emails
There’s a navy blue “TAKE THE SURVEY” CTA button and a promise to use the feedback to deliver the best content.
What you can learn
Review requests can go beyond sales into marketing to enhance your customer experience. In addition to collecting feedback, you can use these emails to clean your list by segmenting inactive subscribers who don’t respond.
How to write review request emails that actually work
Follow these steps to write product review emails that get a response:
Time your request for the best response rate
Send your review request when customers have had enough time to experience your product but before their enthusiasm fades. For physical products, wait until delivery confirmation plus three days to ensure they’ve had time to use what they purchased.
Service-based businesses should request feedback immediately after project completion when details remain fresh. Restaurants and experience-based businesses see higher response rates when sending requests within 24 hours of the visit.
Address customers by name and reference the product they purchased in your review request. Showing that you remember what they bought creates an immediate connection and makes your message feel less automated, even when it is.
Include a photo of the purchased item to trigger memory recall and emotional connection. This simple addition reminds customers what they’re reviewing and increases the likelihood they’ll complete your request rather than ignore it.
Adapt your tone to match previous interactions with the customer. If your brand voice is casual and friendly, maintain that in your review request instead of switching to formal language. Consistency builds trust and makes customers more comfortable sharing honest feedback.
Keep it short, clear, and easy to act on
Remove every unnecessary word from your review request email and focus on a single call to action. Long explanations about why reviews matter decrease response rates — customers already understand that their feedback helps others make decisions.
Place your review button prominently at the top and bottom of your email for immediate visibility. Using contrasting colors for your CTA button increases click-through rates and makes the next step unmistakable for customers scanning your message.
Specify how long the review process will take to set realistic expectations. Phrases like “takes less than 30 seconds” or “just one question” can dramatically increase completion rates by addressing the primary concern — time commitment — before it becomes an objection.
Provide small rewards for completed reviews without directly paying for positive feedback. Offer loyalty points, exclusive content, or small discounts on future purchases that benefit the customer without compromising review authenticity.
When offering incentives, make it clear you value all honest feedback, regardless of rating. Review platforms have strict policies against buying positive reviews, so your messaging should encourage genuine opinions rather than suggesting higher ratings.
Test different incentive values to find the sweet spot for your specific audience. Sometimes, a 5% discount drives more reviews than a 10% offer because customers perceive it as more believable and less like a bribe for positive comments.
Follow up without being pushy
If you haven’t received a response, send a single follow-up email a month after your initial request. That gentle reminder can catch customers who intended to leave a review but got distracted.
Frame your follow-up as a helpful reminder rather than applying pressure. Messages like “We noticed you haven’t had a chance to share your thoughts yet” acknowledge their busy schedule without making them feel guilty about not responding.
Stop after one follow-up attempt to avoid damaging customer relationships. Additional requests can increase unsubscribe rates while generating minimal additional reviews.
Set up review request emails in 5 easy steps
Omnisend’s pre-built review request automations make collecting customer feedback simple. These workflows automatically send emails after purchase, helping you gather valuable product reviews without manual effort.
Step 1: Choose a pre-built automation
Log in to your Omnisend account and navigate to the Automations section. Look for workflows labeled Omnisend Reviews and select one of the four pre-built options based on your needs:
The default trigger for review requests is Order Fulfilled, with exit conditions for Order Refunded or Product Review Submitted. Keep these settings for optimal performance, but adjust the timing delays to match your products.
Most stores benefit from the default two-week delay, which gives customers time to receive and test products before requesting feedback.
Images via Omnisend
Step 3: Edit the email content
Click on any email block within your workflow to customize the message and create a unique review request email.
You can modify subject lines, preheaders, sender information, and email content while keeping the Dynamic Products block intact. That block automatically displays the products your customers ordered with links for leaving reviews.
Images via Omnisend
Step 4: Add incentives (optional)
If using a workflow with incentives, ensure the discount mentioned in your emails matches what you’ll provide. Update discount amounts in subject lines and email content to reflect your offer.
Remember that the discount code is delivered in the follow-up email after customers submit their reviews. Ensure your discount code is fully functional to avoid complaints.
Step 5: Launch your workflow
After customizing your emails and timing, click Finish Editing and Start Workflow in the workflow settings. Your review system will now run automatically, sending perfectly timed emails to customers after their purchases.
Your next great review is just an email away!
Review request emails transform satisfied customers into advocates for your brand without requiring additional ad spend.
With personalization, strategic timing, and clear calls to action, these messages generate social proof that influences new buyers while giving you valuable product feedback.
Omnisend’s pre-built automations simplify implementing everything you’ve learned in this article. You can start collecting reviews within minutes by choosing a template, customizing your messages, and setting your timing preferences.
Join Omnisend to collect customer feedback with automated emails
Karolina is a content project manager and team lead at Omnisend, where she blends creative strategy with a keen focus on competitive intelligence. Outside of work, Karolina finds balance through her love of gardening, exploring new hiking trails, biking, and raising a bunch of boys.
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