Most review request emails are triggered by order date — sent 7 or 14 days after purchase regardless of whether the product has arrived. This means some customers get asked for a review before they have even received their order. That is a wasted email and a frustrated customer.
Triggering review requests from delivery confirmation changes everything. The customer has the product in hand, has had time to try it, and can write an informed review. Response rates typically double compared to date-based triggers because the request arrives when the customer actually has something to say.
The ideal timing is 2-3 days after confirmed delivery for most products. This gives customers time to unbox, try, and form an opinion. For products that need more time (skincare, supplements, fitness equipment), extend to 7-14 days after delivery so the customer can experience meaningful results before reviewing.
If your shipping provider does not provide reliable delivery tracking, use estimated delivery windows based on shipping method and destination. A slightly imprecise delivery-based trigger still outperforms a fixed date-based trigger because it at least approximates the right moment.
Key Takeaways
- Switch review request triggers from order date to delivery confirmation
- Set timing to 2-3 days after delivery for most products
- Extend to 7-14 days for products requiring extended use
- Fall back to estimated delivery windows if tracking is unreliable
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GlossaryPost-Purchase Flow
A post-purchase flow is a sequence of automated communications and experiences delivered to customers after they complete a purchase. It typically includes order confirmations, shipping updates, review requests, cross-sell recommendations, and loyalty program invitations.
GlossaryEmail Automation
Email automation is the use of predefined triggers and workflows to send targeted emails to customers automatically based on their actions, behaviors, or attributes, without manual intervention for each send.
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