A customer receives a purchase review request before delivery, or a request to review a service they have not yet used. Elsewhere, the request is sent again even though the person has already replied.
A review request email should connect to verified experience and a clear action. The trigger, consistent recipient selection rules and access to help all matter.
Choose a stage with something to assess
Distinguish purchase, delivery, service completion and use of the result. Payment confirms a financial action but does not always mean the customer received what was promised.
For a product, consider confirmed delivery and the time needed to become familiar with it. For a service, choose a completed stage the customer can genuinely assess. Timing depends on the product; a universal send after a fixed number of days will not suit everyone.
Integrate the request into the broader post-purchase email workflow so it does not conflict with instructions, a delay notification or a support request.
Check sending conditions and exclusions
Identify statuses that block the request: an unfulfilled order, unconfirmed delivery, an unavailable address, a review already received or sending prohibited by recipient preferences.
Do not automatically classify a review request as a service email. Czech ÚOOÚ treats requests for reviews and ratings as communications that may support a business's commercial image. Check the basis and sending rules for the market and email content.
When a customer reports a problem, pass it to an employee and stop unsuitable reminders. Link postponement to the objective service status rather than the expected rating; apply the usual request rules after the problem is closed.
Avoid selecting only satisfied customers
Use a neutral invitation for public reviews. Do not route high ratings to an external platform and low ratings only to internal support.
Google Maps rules prohibit selectively requesting positive reviews and incentives for posting reviews. Check the destination platform's rules before adding a discount, gift or rating condition.
A support request and a public review are independent options. Give customers access to both without making publication conditional on completing an internal survey or a manager's decision.
Keep the request short and specific
Remind the customer which product or service stage they can assess, and provide one clear link. Do not ask for “five stars” or write the review for them.
Illustrative template. “You received [product] for order [number]. If you have had time to use it, share your experience: [link]. If you need help, reply to this email or contact support: [contact].”
Insert only verified information. Timing and wording must reflect the actual order status; if the product has not been used, do not describe the result as confirmed.
Track replies and repeated sends
Record the sending event and its link to the order or service stage. Repeated CRM synchronisation should not restart the request.
Set a reminder limit and stopping conditions in advance. Replies, unsubscribes, requests for help and reviews already submitted should be accounted for where the system can access these events.
If an external review cannot be reliably linked to a customer, do not present this as configured automation. Working with the platform is covered in the article on Google Business Profile reviews.
A review request checklist
- Verified stage and sufficient customer experience.
- Sending conditions, preferences and market restrictions.
- Objective exclusions and the procedure for resuming requests.
- Neutral wording and the correct link.
- Available help without filtering public reviews.
- Tracking of sending, replies and feedback already received.
- Reminder limit and the person responsible for problems.
Discuss order events, exclusions and reply handover through the email marketing proposal. Prepare current service statuses and platform rules: the workflow should account for the customer's actual experience alongside the desired number of reviews.