Ultimate Guide to Using Reviews in Email Marketing

What if your best marketing content was already written?  By your customers. 

Reviews aren’t just for product pages. They’re powerful social proof, conversion drivers, and trust builders, especially when used smartly in email. In this guide, we’ll show you how to ask for reviews without sounding desperate, use testimonials to boost clicks and conversions, build automated flows that gather and showcase reviews and pick the tools that make it all seamless.

Let’s get into it. 

Why are reviews so powerful?

In a world of overused taglines and polished product pages, reviews offer something different. Trust. Real words from real people cutting through the noise and giving potential customers the confidence to buy.

They validate your product, reduce hesitation, and provide the kind of social proof that even the best marketing copy can’t replicate. Whether it's a glowing five-star or honest feedback weighing up the pros and cons, a well-placed review builds credibility faster than any ad ever could.

Beyond that, reviews also create connection. They show that there's a community behind your product. People who chose it, used it, and had something to say. That’s the kind of influence around which your strategy is worth building.

How to ask for reviews (without making it weird)

The best time to ask for a review is when your product is still fresh in your customers' minds and after they’ve had enough time to try it out. This depends on your product, but it usually means 5–10 days after delivery. Set this up as part of your post-purchase flow so it runs automatically.

Keep the tone casual and human. A simple “We’d love to hear what you think” works better than a formal “Submit your review.” Add the product name or image to remind them what they bought, and make sure the CTA leads straight to the review form with no extra steps.

Timing isn’t everything. If the product is more experiential (like skincare, supplements, or furniture), consider splitting your ask into two stages: an email asking “how’s it going?” perhaps focused on delivery or their customer service experience with your brand, followed by a product review request later on. The more relevant and easy you make it, the more likely they’ll follow through.

Pro tip: Integrate an app like Okendo to automate all your review management (more on this later). 

​​A few things to keep in mind:

• Use dynamic content to auto-fill product names, images and links to specific review pages (especially if your catalogue is vast).

• Add a review request to your order confirmation or delivery emails as a soft pre-frame. It warms customers up before the actual ask.

• Make it mobile-friendly. Most people will open your emails on their phone. Keep the form simple and quick to complete.

• Offer an incentive if it fits your brand. A small discount, loyalty points or entry into a giveaway. Something that feels like a thank you, not a bribe.

• Test your subject lines. Open rates matter more than ever when you're asking for action. Friendly, personalised subject lines tend to perform best.

• Don’t ask everyone. Consider using filters to exclude customers with recent support tickets or refunds to avoid negative responses.

Make your reviews work harder

Before weaving reviews into your email marketing, take a step back and assess what you’ve got. Organising your reviews into categories will help you use them more intentionally. Think of it as building a library of proof. When you know the types of feedback you have, it becomes much easier to pull the right quote at the right moment. Categorise reviews into themes like:

• Product quality (e.g. "Even better in person", "Feels so well made")

• Customer experience (e.g. "Fast delivery", "Support team was brilliant")

• Results & impact (e.g. "Game-changer for my routine", "My go-to gift")

• Repeat buyers (e.g. "I’ve bought this three times", "Already planning my next order")

• Emotional hooks (e.g. "Wearing it made me feel amazing", "So many compliments")
  
  

How to incorporate reviews in email campaigns

You’ve collected and organised your reviews, now don’t just let them sit on a product page. Great feedback deserves to be part of your wider marketing strategy.

Here’s how to start weaving it into your email campaigns:

1. Highlight reviews in sale emails

Pair limited-time offers with high-impact testimonials. Instead of just pushing a discount, you’ll show the value and experience behind the product.

2. Use UGC or star ratings in post-purchase cross-sells

Make your cross-sell emails stronger by including social proof. “Customers who bought X also loved Y” hits harder when you show what they actually said.

3. Add review quotes to product launches

Launching something new? Include a review from a similar or past product to build early trust. If it’s a restock, use feedback to show why people were waiting for it.

4. Build dedicated review roundups

Turn a handful of great reviews into their own campaign. Keep the layout clean, use customer names where possible, and always link back to the product. You could even showcase how many positive reviews a product has gained (if a lot) to draw attention to its popularity and build even more hype. 

5. Test a quote as the email hero

Instead of leading with a product image or sale graphic, open with a review. A short, striking quote can hook readers more effectively than a headline.CTAs should be bold, clickable, and not buried in text. 

Tools to collect reviews in your emails

The easier it is to leave a review, the more likely people are to do so. The right tools can simplify everything from triggering requests at the perfect moment to embedding review forms directly into your emails. Here are a few worth considering:

Klaviyo + Okendo

If you're using a platform like Okendo, Klaviyo lets you embed review prompts directly into your emails. This integration also allows you to automate review requests in your post-purchase flows. You can dynamically insert product images, names, and personalised review links so each message feels tailored.

Trustpilot

Perfect for collecting full-brand reviews. With a strong reputation and Google integration, Trustpilot is especially useful if you want to boost visibility in search results. You can link to your Trustpilot review form in post-purchase emails or embed rating widgets in campaigns to build trust over time.

Image source: Melusine Studio

Klaviyo's native review request blocks

With the right integration, Klaviyo lets you build review request emails that feel fully on brand with no clunky forms or off-platform redirects.

Google Review links

Ideal for service-based or local businesses. These can be included in follow-up emails, support flows, or even as a soft request in your footer for recurring customers.

Final Thoughts

Turn feedback into fuel for your next campaign.

Reviews open up a conversation between your brand and your customers. When you integrate them thoughtfully into your email strategy, they can strengthen engagement, improve conversions, and shape how new customers see you. 

Make it visual, real, and relevant. If it feels like a genuine recommendation rather than a plug, it’s far more likely to land.

If you need more guidance on your review strategy, don’t hesitate to contact us. Our boutique team of Klaviyo experts is here to help.

Image source: Giphy