[FAQ]

Hey,

I’m based in Portland, Oregon, and I run a small e-commerce business selling handmade leather goods. Our customers seem to love our products, but we have almost no reviews to show for it. I know how important that social proof is.

We’re setting up an automated email to ask for a review after a purchase, but I really want to get it right. What are the best practices for this? I’m wondering about timing (how long after delivery?), what the subject line should be, and what the copy should say to actually motivate someone to take the time to write a review. I want it to sound appreciative, not demanding.

Any proven tips or templates would be a huge help! Thanks.

[Jeff Bullas]

That’s a vital email to get right.

Short Answer: The best practice is to send a simple, well-timed email that uses clear text to ask for the review and a bold, unmissable button that links the user directly to the review submission form.

The strategy’s success depends entirely on making the process frictionless at the exact moment the customer is most satisfied.

First, timing is everything. You must send this email after the customer has had enough time to actually use the product, but while the initial excitement is still high. For a physical product, this is often 7-14 days after delivery, not the date of purchase.

Second, the text in the email must be simple, personal, and have a single goal. Use the customer’s name and mention the specific product they bought; including a small image of the product is a powerful visual cue that personalises the request. The text should be polite but direct, explaining that their feedback helps other customers. Don’t crowd the email with other promotions; this email has one job.

Third, and this is where most people fail, you must remove all friction. The email must feature a large, clear call-to-action button with unambiguous text like “Leave Your Review.” This button must not link to your homepage. It must link directly to the review form for the specific product they bought, ideally with the star rating ready to be clicked.

Cheers,
Jeff

[Author]

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