Review requests: 4 tips to get more responses and better reviews

Securing customer reviews is one of the most effective ways to build trust, gather valuable feedback, and (most importantly) drive more conversions. 

The art of asking for one, though, is a different story. Whilst 96% of consumers are open to writing a review, often emails asking for action can be met negatively and sometimes people are just waiting for the right nudge.

Of course, asking for a review isn't just a matter of clicking “send” and hoping for the best. When and how you ask both play pivotal roles. 

A well-timed review request can result in glowing praise – and maybe even a photo good enough for your next homepage banner!

If you've been asking for reviews but getting crickets in return, don’t panic. The issue might not be related to what you're asking, but actually when you reach out. 

In this guide, we’ll share four practical, proven strategies to help you nail your timing and turn satisfied customers into enthusiastic reviewers—backed by our own data to show what really works.

1. Get to grips with your full customer journey

To start with, it’s good practice to reevaluate your customer journey, the time it takes your product to create a fair impression and what automations you have in place already. 

Now, the best time to ask for a review is usually after your customer has actually used the product (revolutionary idea, we know).

But how long that takes depends entirely on what you're selling and how long it takes to reach them.

In-store purchases are often quicker. If someone walks out with your product and starts using it that day or night, you can comfortably send a review request 24 to 48 hours later.

Online orders, however, require a little patience. If you were to send a review request before the package has even arrived, that’s a great way to get ignored, or worse, get a bad review about shipping rather than the product. 

That’s why many stores choose to schedule review requests a few days after fulfillment or delivery, giving customers time to receive and actually try the product.

Some products, such as supplements or skincare, need time to deliver results. While customers might start using them right away, they won't have a full opinion until a week or two later.

In this case, it makes sense to ask for a first impression early on, then follow up later for a more in-depth review.

Taking stock of how long your product takes to make an impact helps you time your review requests more thoughtfully.

The key is to strike a balance. Ask too early, and the feedback may be incomplete or negative; ask too late, and the moment (and the enthusiasm) may have passed. 

Tailoring your timing to your product's natural usage cycle shows respect for your customers’ experience and dramatically increases the chances of receiving meaningful, positive reviews.

2. Find the sweet spot for your first review request

Finding the right moment to ask for a review can make the difference between being ignored and landing the perfect review. 

By understanding when your customers are most likely to have formed a genuine opinion, you can dramatically increase your chances of receiving thoughtful feedback.

For example, did you know that one of the most widely used and reliable benchmarks is 14 days after order fulfillment?

This timing gives most customers enough space to receive, use, and form an opinion about the product, without the experience fading into a distant memory. In fact, over 76% of Judge.me users stick with the 14-day default.

It works across a broad range of products and shipping speeds, and it tends to strike just the right balance between "too soon" and "who are you again?"

Still, every store is a little different. Here are a few ways you can fine-tune your timing to suit your business.

Choose a suitable delay time for your store category

Some products are quick to evaluate. Others need time to marinate (sometimes literally). Here’s a general timing guide for certain industries:

It’s also worth considering your average delivery time and return window when setting your request delay. 

Ideally, you want to ask after the customer has had time to engage with the product, but before they’ve moved on to their next impulse buy.

Domestic vs International orders

Shipping timelines aren't always predictable, especially when crossing borders, and if you ship internationally, it’s wise to use different review request delays for domestic and international orders. 

You’ll want to give international customers more time, so your email doesn’t show up while the product is still doing a scenic tour of customs.

Orders with multiple items

If an order contains multiple products, you have a more flexibility when it comes to how you ask for feedback.

You could send one request that covers the entire order, which is great for simplicity, especially if the products are related. 

On the other hand, you might choose to send individual requests for each item, which works well when products differ significantly in use or value.

Don’t worry, if you use Judge.me to send more than one request, they won’t all hit the inbox at once. Instead, they’ll be spaced out based on your priorities.

Prioritize what reviews matter most for your business

Speaking of priorities, when sending multiple requests it's good practice to define and set the order in which they’re sent. 

This way, you don't give your customer the impression that you're asking for reviews because you have to; instead, you're asking strategically, making their voice feel more valuable.

Here are some ways to prioritize your review requests:

• Most expensive item – Big-ticket items often get more thoughtful reviews (and usually more eyeballs).

• Least expensive item – Your easiest wins since they’re quick to use and quick to review.

• Fewest existing reviews – Great for filling content gaps and helping the underdogs shine.

• Random – Because sometimes, chaos can be charming.

Many platforms (including our own) let you automate this logic. Simply set your preferences and let the system do the heavy lifting while you sip your coffee and watch the reviews roll in.

3. Following-up review requests without being annoying

With the average person receiving 65 to 120 messages daily across all platforms, even the best-timed email can be missed. 

People get busy and they forget. They intend to go back to your email, but then they remember they left laundry in the machine – it happens!

That’s why a polite reminder or two can go a long way. A friendly follow-up like: “Still enjoying your purchase? We’d love to hear your thoughts!” feels warm, not pushy, and reminds the customer their opinion is genuinely valued.

You can automate much of the follow-up process by sending timed reminders a few days after the initial request, and even media-specific reminders later on to encourage photo or video uploads.

In terms of how many follow-ups, our data shows:

• 62% of stores send one reminder

• 23.5% send two

• 14.5% send three

In terms of best practice, we’d recommend starting with one that’s sent 3–5 days after the initial request.

Then you can add a second a couple of days after that as a polite reminder. A third email is fine in some cases, but do your best to keep it kind and considerate – not clingy or desperate!  

4. Keep testing and optimizing your communications

We’d love to say there’s a one-size-fits-all formula for getting more reviews – but if there were, we wouldn’t be writing this blog post! 

The truth is, the most effective approach is the one tailored to your audience, and the only way to find that is through consistent testing and iteration.

Start by experimenting with different elements of your review request strategy, such as:

• Timing – Try sending review requests 7, 14, or 21 days after purchase and compare response rates.

• Subject lines – Test personal vs. direct, short vs. detailed.

• Email content – See whether light and casual or clear and concise resonates more.

• Product prioritization – Which items should you ask about first?

• Reminder frequency – Does one reminder work better, or do two boost conversions?

🔍 Quick A/B Testing Tips

To make sure you get reliable results, test one variable at a time and limit each variation to a few hundred recipients to avoid it affecting your usual engagement.

Also, track not just opens and clicks, but the actual number of submitted reviews and let that data guide your next move.

Every audience behaves a little differently, so just keep refining until you find what clicks.

Wrapping up: Timing should be integral to your review collection strategy

Collecting reviews isn’t just about sending emails after you’ve sold an item. It’s about sending them thoughtfully and, with the right message at the right time, you can make your customer feel like they are part of your brand’s story.

When done right, review requests become more than just follow-ups, they become moments of connection that build trust, loyalty, and long-term relationships.

We’d suggest that you start with the proven 14-day window, then tweak and test based on your products, your audience, and your goals. Use reminders effectively and prioritize them with intention. 

Above everything else, remember that people are busy and that your tone can make a huge difference in how a request is received. 

Stay kind, warm, and genuine – because that’s the type of email people actually want to open.