Product review email examples

Take a look at review emails and the different strategies brands use to get customer feedback and input.

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In the retail and fashion industry, reviews are a great way to understand which products are popular (with thousands of SKUs, that data is invaluable!). Not only are customer reviews helpful for optimizing inventory, but they also provide value to other shoppers, especially new ones who may not trust your brand yet.

Put yourself in your customers’ shoes: Look back to the last time you purchased something online. Did you buy the lowest rated product? Probably not.

Are you convinced as to the importance of collecting post-purchase reviews? Great. It should come as no surprise that the best method of communication is via email. Take a look at our tips below for success.

Product review email examples and strategy

With the power of MailCharts data, we took a look at review emails and the different strategies retailers and subscription services use to get feedback regarding products. Here’s what we learned:

Use language to indicate survey is short

If your survey is short, use language that implies the survey won’t take customers long to fill out. Language such as ‘brief’, ‘quick’, ‘2 minutes or less’, etc. tend to be most effective. Take a look at fashion retailer, PrettyLittleThing’s email request for a review. They use the language ‘if you have a sec’ as well as other language that reflects their brand voice. Their subject line ‘How did we do?’ also scores well in our analysis as it fits within our recommendation for subject line length.

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Make the email interactive by embedding surveys within the email

For the clothing store, H&M, they embed a form and star rating within their email for purchases that occurred 16 days prior. Other companies like Mistobox and Casper use NPS surveys powered by third-party software.

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Offer a discount or reward in exchange for a review

JustFab takes a unique approach by offering reward points for each review given. They also offer more points based on the type of product which is a great way to incentivize customers to review products that don’t have many reviews. Other retailers such as Under Armor go the discount route by providing a 10% discount code within a few days of reviewing a product purchase.

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Be specific and ask for details

Do you want to hear about the product quality? Ease of use? Would you like your customers to focus on how the product looks? In your product review email be as specific as possible and include more than one CTA if needed. In this example, cosmetics brand tarte asked customers to write a review and they added a second CTA that says “SHARE A PHOTO”.

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Explain why the feedback is important

If you explain to the customer why their feedback is important they will be more likely to submit it and help you out. Let them know that the reviews are used for product improvement, personalized recommendations or to help other customers decide about purchasing. Clothing brand Dia & Co asked for feedback and explained that it will be used to improve future boxes.

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Don’t forget gift recipients

We love how Patagonia encourages the customer to forward the email to the gift recipient and doesn’t miss a chance to collect valuable feedback. 

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Keep the email short and fun

Outdoor clothing brand Marmot sends a very short product review email that asks customers to submit a review for a chance to win a jacket. We like how they included a fun animated gif with winter jackets.

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Send a follow-up email

If a customer didn’t leave a review after the first email, you can try sending a friendly reminder and asking again. In this email, Columbia sends a quick reminder about the review and explains how feedback helps build a rewarding experience for everyone.

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Encourage customers to be honest

Blue Apron sends a product review email that includes beautiful product images and asks customers for a honest review: Be honest, we promise our chefs can take the heat. Constructive feedback can help improve product quality and customer experience so consider asking for honest reviews just like Blue Apron.

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Include product recommendations

A product review email can be a good place to link relevant product recommendations and drive future sales – assuming that the customer has had a positive experience and is about to leave a 5-star review. Look at this example from Brooklinen: they asked for feedback, offered a $20 discount and included links to the popular products.

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Product review implementation details

It’s important to build the proper infrastructure to collect and use data received from review emails. If you’re new to this process, don’t worry, we’ve got implementation tips to ensure you’re off to a strong start.

Include your leave-a-review email in your purchase journey

After looking at a few brand purchase journeys, it’s common to send a review email approximately 15-30 days after a purchase is made. This is generally enough time to ship the item and have the customer trial the product before sending the review email.

Lean on third-party feedback tools and services

Make life easier by using third party software to easily capture customers’ feedback in review emails. Popular review tools include Delighted and AskNicely.

The great thing about these tools is that they’re easy to use and integrate with your ESP (email service provider) and other tools. They have native integrations for Shopify, HubSpot, MailChimp, and Zapier which are common in marketing stacks today. These third-party tools also make analyzing responses easy. If you don’t already have a review system setup, this approach may be the best option for you.

Exclude users who have already reviewed their purchase

As there are likely other opportunities for customers to submit a product review outside of a review email, it’s important to account for those who have already done so. This can be done using filters in the ESP as long as the data is being captured.