Review request email templates
Ask for a review two to five days after delivery or the end of the job, while the experience is still fresh. Keep the message short and personal, include a direct link to your review form, and send it to every customer, with no incentive and no screening of happy versus unhappy customers first.
By Alvyn Detavernier, founder · published
When to use it
- Right after a job is finished and the invoice is paid, for contractors and home services.
- Two to five days after an order is delivered, once the customer has actually used the product.
- The evening of or the day after an appointment: salon, restaurant, clinic, coaching session.
- When a customer thanks you out of the blue by email or phone: invite them to post what they just told you.
- For a single follow-up, about a week after a first request that got no response.
The templates, ready to copy.
Replace the parts in brackets with your details, proofread, send.
Template 1
Short email after a service
Subject: [First name], how did we do?
Hi [First name], Thanks for choosing [Company name] for your [service]. Would you take a minute to share your experience on Google? Your review helps neighbors decide whether we're the right fit, and it tells us what to improve. Leave a review: [direct link to your review form] Thanks so much, [First name] [Company name]Template 2
Text message
Hi [First name], it's [Your name] from [Company name]. Thanks again for your business! If you have a minute, a Google review would mean a lot: [short link]. Reply STOP to opt out.Template 3
Warm (local small business)
Subject: Thank you, [First name], and a small favor
Hi [First name], It was great having you in [yesterday / on Saturday]. We're a team of [number], and every review helps people in [town] find us. If you're up for it, you can share your experience here: [link] Good or not so good, our whole team reads every review. See you soon, [First name] at [Company name]Template 4
B2B client
Subject: Your feedback on our work together
Hi [First name], Now that [project name] has wrapped, I want to thank you for a great collaboration. Companies considering us read the reviews on our Google profile. Would you be willing to share yours, candidly? It takes about two minutes: [link] And if anything fell short, please tell me directly too. I'd rather know. Best regards, [Full name] [Title], [Company name]Template 5
One follow-up (7 days later)
Subject: Re: [First name], how did we do?
Hi [First name], Just one quick follow-up: if you have two minutes this week, a review of your [service] would really help us. [direct link] And if you're too busy, no worries at all. Thanks again for your business. [First name]
Tips to make it work.
- Use the share link from your Google Business Profile (the Ask for reviews button): it opens the review box directly instead of a search results page.
- Send the request to every customer at the same point in the journey, ideally automated from your invoicing, POS or booking software.
- Don't ask for reviews on Yelp. Its guidelines tell businesses not to solicit reviews, and its software can move solicited reviews to the not recommended section, where they don't count toward your rating.
- For texts, only message customers who gave you their number for this service, include a STOP option, and honor opt-outs right away.
- Stick to one follow-up. A third request turns a happy customer into an annoyed one.
- If a customer replies with a complaint, fix it first, but never ask them not to post.
Mistakes to avoid.
- Offering a discount, gift card or sweepstakes entry for a review: Google's policy bans any incentive, and reviews tied to one can be removed.
- Review gating: asking "Were you happy?" first and sending only the yes answers to Google. Google prohibits selectively soliciting positive reviews, and the FTC warns the practice could violate the FTC Act.
- Paying for 5-star reviews or tying a reward to a positive review: the FTC's Consumer Reviews and Testimonials Rule, in effect since October 21, 2024, prohibits it.
- Having employees, friends or family post reviews without disclosing the relationship, which both Google and the FTC rule treat as a conflict of interest.
- Linking to your homepage instead of the review form, which loses people at every extra click.
Frequently asked questions.
Can I offer a discount in exchange for a Google review?
Is it legal to only ask happy customers for reviews?
When is the best time to ask for a review?
Can I send review requests by text message?
More templates.
Customer reviews
How to reply to a positive review: templates
Six ways to reply to a positive Google review: detailed praise, star-only ratings, 4 stars with a quibble, staff shout-outs and B2B clients.
Customer reviews
How to reply to a negative review: templates
Six templates to reply to a negative Google or Yelp review: owning a mistake, disputing facts, suspected fakes and 1-star ratings, plus...
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