Are you collecting customer reviews on your product pages and want to scale the process? Omnisend has a pre-built Product Review automation.
This Automation sends product review request emails automatically after an order is fulfilled. Use it if you collect reviews with a third-party app like Yotpo, Loox, or Judge.me.
Before You Begin
Customers click a link to leave reviews on your website. In-email review submission is not supported with this workflow.
Connect your third-party review app to Omnisend before setting up this workflow. See integration guides.
Benefits
Reviews boost conversions. Customer reviews are seen as trustworthy, increasing sales conversion rates. User-generated content acts as proof that others are satisfied with your product, leading to more purchases.
Insights for improvement. Negative reviews reveal friction points in your customer experience. Use feedback to improve products, processes, or site descriptions. Mixed reviews (positive + negative) actually increase trust, while pure 5-star ratings can seem fake.
SEO benefits. Up-to-date reviews are essential for ranking highly on Google. This is particularly important for local businesses dependent on search results and ratings.
Setup Process
Step 1: Create the Workflow
Go to Automation → Create workflow → Product Reviews → Customize workflow.
This automation is triggered by the Order Fulfilled event, which tracks when an item has been shipped.
Step 2: Adjust the Delay
The default delay is 2 weeks after order fulfillment.
Recommended: Keep this delay so customers receive and test products before the review request. Adjust based on your average shipping time:
7 days for domestic/fast shipping.
14 days for standard shipping (default).
21+ days for international orders.
💡 Tip: If you sell products with different usage timelines (e.g., skincare vs. electronics), set up conditional splits with different delays for each product category.
Step 3: Add Trigger Filters (Optional)
You can filter which orders trigger this workflow using event data:
Order Total Price: Target customers who spent over a certain amount (e.g., $50+).
Product Title: Send review requests only for specific products.
Shipping Country or City: Collect region-specific feedback to identify shipping issues.
💡 Tip: You can also use these properties in conditional splits to personalize emails based on purchase details.
Step 4. Configure Trigger Settings
Trigger Retrospectively: Enabled by default. Customers who purchased in the past two weeks before you enable the workflow will also receive the review request. Disable this if you only want to target new customers going forward.
Exit Conditions: The automation has a default exit condition with Order Refunded so customers who returned products don't receive review requests. You can add additional exit conditions as well.
💡 Tip: If your review app syncs submission data to Omnisend (e.g., Yotpo, LAI), add Product Review Submitted as an exit condition to automatically remove customers who already left a review.
Customize the Email Content
The pre-built review request email uses a Dynamic Layout to automatically pull product images, names, and links from the order. You can adjust the links to redirect customers to your review form.
Step 1. Click the email block → Edit Content.
Step 2. Update the button URLs to match your review app's submission form (e.g., Yotpo review page, Loox widget).
If your review form is located at the bottom of the product page, you can use anchor links to direct customers there. This requires HTML knowledge.
Platform-specific guides:
Example Dynamic Layout customization:
Drag a Text item into the layout → Select Description as the source → Product descriptions will populate automatically.
💬 Learn more: Dynamic Content in Automations | Email Builder Items.
Add a Reminder Email or SMS (Optional)
To increase review submissions, add a reminder message 7 days after the first email.
To add a reminder:
After the email block, add a Delay (e.g., 7 days).
Add a Conditional Split block:
Check if Product Review Submitted = No (if your review app syncs this data).
If your review app doesn't sync this event, use Email Clicked = No as an alternative – customers who clicked the review link likely already submitted a review.
Add another Email or SMS block with a gentle reminder.
Connect Your Review App
Omnisend integrates with Yotpo, Loox, Judge.me, Stamped, and other review apps. Connect your app to sync reviews with Omnisend for segmentation and automation.
💬 Related guides:
Monitor Performance
After launching your workflow, track these metrics to optimize performance:
Email open rate – Test different subject lines to improve opens
Click-through rate – Experiment with CTAs and button placement
Review submission rate – Monitor how many customers complete reviews
Where to check: Go to Reports → Automation → select your workflow.
FAQ
Can I customize which products trigger review requests?
Yes. Use the Product Title trigger filter to target specific products, or create conditional splits to personalize emails based on product categories.
What if my review app doesn't provide custom links?
Contact your review app's support team to get the direct URL for review submission forms. Most apps (Yotpo, Loox, Judge.me) provide this in their integration settings or documentation.
Can I send SMS review requests?
Yes. Add an SMS block after the email in your workflow. Use the same delay timing. SMS works well as a reminder if the email isn't opened within 24-48 hours.
Will customers who return products receive review requests?
By default, the Product Reviews automation has an Order Refunded exit condition. This ensures customers who returned items are automatically removed from the workflow.
Can I send different emails based on order value?
Yes. Use a Conditional Split after the delay block to check Order Total Price. Send a standard review request for lower-value orders and a review request with a discount incentive for high-value customers.
What happens if a customer purchases multiple products?
The Dynamic Layout in the email will display all products from the order.
Do I need a separate workflow for each review app?
No. You only need one workflow. Update the button URLs in the email to match your active review app's submission form. If you switch review apps later, edit the email content and update the links.
Need further assistance? Reach out to our award-winning Support Team via in-app chat or [email protected].