A review request works when it is short, specific and sent to every customer, not only the ones you expect to be happy. This guide gives you four email templates to copy and adapt, plus the FTC points to keep in mind when you ask. This is general information, not legal advice.
What the FTC says about asking
The templates below do not offer a reward, which keeps things simple. If you add one later, read the FTC's guidance first. FTC staff guidance on the Consumer Reviews and Testimonials Rule says the rule does not prohibit giving incentives for reviews, but you can't suggest that a review must be positive to earn the incentive. The same guidance says failing to disclose incentives could violate the FTC Act.
- ✅ Ask every customer, whatever you expect them to say
- ✅ Ask for an honest review, in those words
- ❌ A discount or gift in return for a positive or five-star review
- ❌ Asking only the customers you think are happy, which the FTC's Endorsement Guides guidance says would be misleading
Template: the standard request
Send this after the customer has had time to use the product. For timing by product type, see how to get more product reviews after delivery.
- Subject: How is your [product name] working out?
- Body: Hi [name], your [product name] arrived on [date], so you have had a little time with it. Would you share an honest review? It takes about a minute and helps other shoppers decide. Good or bad, we read every one. [review link] Thanks, [your name] at [store name]
Template: the request with a prompt
Customers write more useful reviews when you suggest what to cover. Pick prompts that answer the questions new shoppers ask most.
- Subject: A quick question about your [product name]
- Body: Hi [name], we would like to hear how [product name] is working for you. If you are not sure what to write, these help other shoppers most: [prompt one, for example how the fit compares to your usual size], [prompt two, for example what you use it for], and [prompt three, for example anything you wish you had known before buying]. Leave your honest review here: [review link]. A photo is welcome but not required. Thanks, [your name] at [store name]
Template: one reminder
Send a single reminder to customers who did not respond, then stop. Skip anyone with an open support conversation or a return in progress until it is resolved.
- Subject: Still happy to hear about your [product name]
- Body: Hi [name], a quick reminder in case our last email got buried. If you have a minute, we would value your honest review of [product name]: [review link]. If something is not right with your order, reply to this email instead and we will help. Thanks, [your name] at [store name]
Template: after a support issue is resolved
A customer whose problem you fixed still has a valid opinion. Ask in the same neutral way you ask everyone else, and do not tie the request to the fix.
- Subject: Following up on your order [order number]
- Body: Hi [name], we are glad we could sort out [issue] for you. Now that you have had [product name] for a while, we would welcome your honest review, including anything about the problem and how it was handled. [review link] Thanks, [your name] at [store name]
Before you turn the emails on
Check the mechanics before the first email goes out. A broken link or a badly timed send wastes the one request most customers will read.
- Link: Goes straight to the review form for that product
- Timing: Counted from the delivery date, not the order date
- One product: Ask about one item per email
- Wording: The same request for every customer
Doing this at scale
ReviewLens does not collect reviews, so you still need a review app or email flow to send these requests. Once the reviews are in your store, it reads them, groups them into themes, scores sentiment per theme and builds a ranked "Fix This Week" list with verbatim customer quotes. See ReviewLens.