You've made the sale. Your customer is happy. But here's the million-dollar question; when exactly should you ask for that golden review?
Send your review request too early, and your customer hasn't even unboxed their purchase yet. Wait too long, and they've completely forgotten about you. The timing of your review request can make or break your customer review strategy, and getting it right could be the difference between a 5% response rate and a 30% one.
Let's take a look into everything you need to know about perfecting your post-purchase review request timing.
Why Review Request Timing Matters More Than You Think
Before we get into the specifics, let's talk about why this matters so much for your e-commerce business.
Customer reviews are social proof gold. They build trust, boost conversions, and can increase your sales by up to 270% according to research. But here's the catch, most customers won't leave reviews unless you ask them. And even when you do ask, only a small percentage will actually follow through.
The numbers tell the story: the average review request response rate sits between 5-10% for most e-commerce businesses. But companies that nail their timing? They're seeing response rates of 20-35%. That's a 3-4x difference that directly impacts your social proof, SEO rankings, and ultimately your revenue.
That's why timing is critical. Ask at the right moment, and you're catching your customer when they're most excited, engaged, and willing to share their experience. Miss that window, and your request becomes just another ignored email in an overflowing inbox.
The Product Experience Window
The best time to request a review isn't the same for every business. It depends entirely on your product experience window, which is the time it takes for a customer to receive, use, and form an opinion about their purchase. Think about it this way; someone who bought a phone case needs just a few days to evaluate their purchase. But someone who bought a mattress or skincare product might need weeks or even months to truly assess their satisfaction.
The Three-Touch Review Request Strategy
The most successful e-commerce brands don't just send one review request and call it a day. They use a strategic multi-touch approach that increases response rates without annoying customers.
Touch #1: The Delivery Confirmation Follow-Up (2-3 Days After Delivery)
This first touchpoint isn't actually asking for a review yet. Instead, you're checking in to ensure the product arrived safely and the customer is satisfied. This builds goodwill and sets the stage for your actual review request.
Example message: "Hi Sarah! Your order just arrived. We hope you love it! If anything isn't quite right, we're here to help. Just hit reply and we'll make it right." This early touchpoint also helps you identify and resolve any issues before they become negative reviews.
Touch #2: The Primary Review Request
This is your main review request, sent at the optimal time based on your product type. At this point, your customer has had enough time to experience your product but hasn't forgotten about their purchase yet. The key is to make this email feel personal. Use the customer's name, reference their specific product, and make the review process as simple as possible with a direct link.
Touch #3: The Gentle Reminder (5-7 Days After Primary Request)
If your customer hasn't responded to your first review request, send a friendly reminder. Keep it brief and focus on how their feedback helps other shoppers make informed decisions. Only send this reminder to customers who opened but didn't respond to your first email. Don't spam everyone.
Timing Factors To Consider
Beyond product type, several other factors should influence when you send review requests.
- Shipping Time: Always calculate timing from delivery date, not purchase date. Use delivery confirmation data to trigger your review requests.
- Product Complexity: More complex products (requiring assembly, installation, or a learning curve) need longer experience windows.
- Price Point: High-ticket items often generate more thoughtful, detailed reviews when you give customers more time to reflect on their investment.
- Seasonal Considerations: Holiday purchases given as gifts might not be opened immediately. Consider adding 1-2 weeks to your standard timeline during peak gift-giving seasons.
- Customer Segment: First-time customers might need gentle encouragement, while repeat customers who've left reviews before might respond to quicker, simpler requests.
- Multi-Product Orders: When a customer orders multiple items, you have two options:
- Send one consolidated review request timed to the slowest product in the order
- Send separate requests for each product at optimal times (better for response rates but requires careful frequency management)
- Order Value: High-value orders (over $200) often benefit from slightly longer wait times and more personalized outreach, as customers spend more time evaluating their investment.
- The Peak-End Rule: People judge experiences based on their peak moment and the ending. Send your request when customers are likely experiencing a positive peak with your product. The more recent the experience, the more vivid and accessible the memories. Don't wait so long that your product becomes a distant memory as customers who've had positive interactions with your brand (like opening a check-in email) are more likely to follow through with review requests.
Testing and Optimizing Your Review Request Timing
Another way to gauge the best time to request reviews for your specific business and products is to perform tests. Here's how to optimize:
- A/B Test Your Timing: Split your customers into groups and send review requests at different intervals. Track open rates, click-through rates, and actual review submission rates.
- Monitor Review Sentiment: If you're getting many 3-star reviews, you might be asking too early (customers haven't fully experienced the product) or too late (negative experiences have had time to compound).
- Track Response Rates by Product Category: You might discover that your accessories get great response at 5 days while your main products perform better at 14 days.
- Use Customer Feedback: If customers mention in reviews that they "just received" the item or "haven't used it much yet," you may be\ asking too early.
The Best Time to Send Review Requests
Beyond the number of days after purchase, the specific time you send your email matters too:
Best Days of the Week:
- Tuesday, Wednesday, Thursday: Highest open rates (around 18-22%)
- Monday: Decent performance but inboxes are typically flooded
- Friday-Sunday: Lower engagement as people are in weekend mode
Best Times of Day:
- 10 AM - 12 PM: Peak email checking time for most people.
- 2 PM - 4 PM: Second wave of email engagement.
- Avoid early morning (before 8 AM) or late evening (after 8 PM) in the customer's time zone.
If you have customers across multiple time zones, use email automation that sends based on the recipient's local time, not your business location.
Conclusion
Here's your takeaway strategy for nailing review request timing:
- Map your products to experience timelines based on the categories above
- Implement a three-touch strategy with a pre-request check-in, main request, and gentle reminder
- Calculate timing from delivery, not purchase
- Test different timing windows and track performance metrics
- Use automation tools to scale your efforts without losing personalization
- Continuously optimize based on response rates and review quality
Remember, there's no universal "perfect" timing that works for every business. The key is understanding your products, knowing your customers, and being willing to test and refine your approach.
The reviews you collect through thoughtfully timed requests don't just boost your star rating but become powerful assets that drive conversions, build trust, and help future customers make confident purchase decisions. Start with these guidelines, test what works for your unique business, and watch your review collection rates soar.