Sharing customer reviews on the web and through other channels is a proven way to increase revenue. In fact, sharing reviews on your company website can increase conversion by 270%

While this stat is exciting, the challenge is getting the reviews. A great place to start is by adding leave-a-review emails to your purchase journey. Regardless of your company size, here are 5 things you can learn about leave-a-review emails from some of the best in the biz: 


Incentivize without taking a hit to margins. You don’t need to be a big-name retailer or have a lot of money in the bank to incentivize a purchase review email. Instead of offering a discount on a future purchase (taking a hit to future profits), get creative by creating sweepstakes or quarterly drawings in return for a review. Take Smartwool for example: In exchange for pictures and a review, they enter customers into their next monthly drawing for free socks. 

Subject Line: Review your gear and enter to win!

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Timing is everything. Too soon after purchase and buyers won’t have had time to form an opinion. Too late and the excitement for the product has worn off. Thankfully, with MailCharts, you can analyze optimal send times and formulate tests on when to send review emails. For example, snowboard company Burton sends their request for review email 15 days after purchase:

Burton Snowboards email journey red circle 296x300

The same timing that works for Burton might not work for everyone, so test thoroughly. Also, check out the purchase journeys for companies like yours. Make sure you account for shipping time in the timeline. 



Use tools to make your review collection easier. Embedding a review collector like Stamped or YotPo directly into an email can eliminate the need for users to click through multiple pages to submit their feedback. It can also help collect reviews on the backend to ensure all reviews are collected in the same place for future analysis. Baby-goods retailer Little Unicorn uses this technique in their purchase journey: 

Subject Line: We’d love feedback on your recent Little Unicorn purchase

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Don’t leave reviewers hanging. If a customer does submit a review, even if it’s negative, ensure you’re moderating responses and following up with customers for taking time to review their purchase. When a bad review pops up (and it will happen from time to time, even if your products rock 😉), have your customer service team reach out and address their concerns.

Who knows? You might end up turning what would have been a one-time upset purchaser into a loyal customer because of your impeccable customer service. 



Apply the KISS Method. You don’t need to over-complicate leave-a-review emails. Aside from some text and a clear CTA or embedded review tool, these emails should be relatively short, sweet, and to the point. If they’re not, you’re doing something wrong. Take Patagonia’s review email for example. In addition to a funny image, there’s brief text and then an embedded 5-star rating system:

Subject Line: Review your recent Patagonia purchase

Patagonia 2019 11 16 0719 saturday Review your recent Patagonia purcha resized 104x300

Once you’re collecting reviews in your email purchase journey, start incorporating reviews back into your digital and web strategy to bring in new customers. You’ll soon learn, if you haven’t already, that sharing a customer’s image and their real review is marketing gold. You can also incorporate these reviews back into your company’s welcome email journey. So what are you waiting for? Start implementing!

For more product review email examples, check out our new strategy and implementation guide.

Editorial Image by mohamed Hassan from Pixabay