Sales needs fresh customer reviews before the next buying cycle. You have a customer list, an email tool and a week to organize the ask.
A review campaign gives that work an owner, an invitation rule and an end date. Use the seven-day plan below to prepare, send and close outreach. Reviews may still be awaiting moderation when the week ends.
Start with who can describe a genuine product experience. Then send a neutral invitation, stop reminders when someone responds, and count published reviews separately from clicks.
| Day | Do this | Keep this record |
|---|---|---|
| 1 | Choose the platform and eligible audience | Invitation rule and exclusions |
| 2 | Prepare and test the messages | Approved copy and working review link |
| 3 | Send the initial invitation | Unique recipients and delivery status |
| 4 | Check replies and review status | Stop list and moderation status |
| 5 | Send one optional reminder | Fresh suppression check |
| 6 | Resolve outstanding tasks | Reward and reuse permissions |
| 7 | Close sending and report | Dated results and pending items |
Day 1: Set the audience rule
Name a campaign owner. Choose one review platform that your buyers use. Check the product profile, category and review link before inviting anyone.
Write down what gives someone enough experience to review: for example, completing a core workflow. Apply that rule consistently. Do not require a high NPS score or exclude people because they complained.
G2's collection guidance prohibits segmenting customers to solicit only positive reviews. Trustpilot's business guidelines also require fair invitations and prohibit selecting stages reached only by happy customers. Policies checked October 31, 2026.
Keep a separate stop list for opt-outs, declines, invalid addresses, duplicates and people who already reviewed. Check each platform's reviewer eligibility rules too.
Our platform comparison and G2 collection guide offer background. Use the current platform policies above over their older targeting or incentive advice. NPS-based advocacy can inform a private conversation; it must not become a positive-only public-review list.
Day 2: Prepare copy, links and reward terms
Use the no-incentive templates below as your starting point. Test the link as a recipient and check the destination's login or verification steps. Never promise a completion time you have not checked.
If you offer a reward, verify the destination's rules first. Trustpilot prohibits incentives. G2 offers incentivized campaigns, but a gift requires an explicit active offer and reviewer eligibility and moderation approval. An invitation alone does not guarantee a gift.
The FTC's review-rule guidance prohibits incentives conditioned on positive or negative sentiment. Disclosure remains a separate requirement. Our incentive guide is background; current platform restrictions take precedence. For Capterra, check its current approved invitation process before adding any reward.
Save the exact offer, deadline, eligibility and fulfillment owner before sending. Do not add a generic gift-card sentence to these templates.
Initial invitation
Subject: Would you review [Product]?
Hi [First Name],
You've used [Product] for [workflow]. Would you share your experience on [Platform]?
Please describe what worked and what could improve, in your own words.
[Review link]
Taking part is optional. Reply if you'd prefer no reminders.
Thanks,
[Your Name]
Replace every [bracketed] field before sending.
Need another situation or channel? Use our review request email templates.
Day 3: Send and save the recipient list
Check names, merge fields, the destination and the stop list. Coordinate with customer success so another team does not ask the same person again.
If you need batches, split the eligible list by capacity or a neutral rule. Do not send to promoters first and invite everyone else only if the ratings look good.
Record unique recipients, delivered messages and send times. Choose a reasonable local working time, then test it against your own results. Our older timing guide suggests triggers; its exact timing and response-rate claims are not benchmarks for this plan.
Day 4: Check replies and platform status
Remove people from reminders when they decline, opt out or confirm completion. Reconcile those confirmations with the platform, where possible.
Track submitted, pending, approved and rejected reviews separately. A click shows that someone opened the destination. It does not prove a review was submitted or published.
If delivery or the link fails, pause sending and fix it. Low response alone does not identify whether timing, copy or the audience caused the problem.
Day 5: Send one optional reminder
Recheck the stop list immediately before sending. This proposed manual plan uses at most one reminder; skip it if review status or permission is unclear.
If the platform is sending reminders, do not add a competing email sequence.
Optional reminder
Subject: Following up on the [Product] review invitation
Hi [First Name],
One follow-up on the invitation to review [Product]: [Review link]. Honest feedback is welcome, and taking part is optional.
If you've already reviewed or prefer not to, reply and I'll stop reminders.
Thanks,
[Your Name]
Replace every [bracketed] field before sending.
Day 6: Thank people and resolve pending work
Check any promised rewards against the actual offer and platform status. Record pending fulfillment rather than promising every gift will arrive by Day 7.
Ask separately before reusing a review in your marketing. Keep the source, exact excerpt and approved placement together.
Thank-you
Subject: Thank you for sharing your experience
Hi [First Name],
Thank you for taking the time to review [Product]. I've stopped our campaign reminders to you.
I appreciate your feedback.
[Your Name]
Replace every [bracketed] field before sending.
Day 7: Close sending and measure the review campaign
End this sprint's outreach. Keep pending moderation and reward tasks assigned until resolved.
Copy this run sheet. Add a reporting date and use the same window for every count.
Campaign / owner:
Platform / review link:
Sending dates / reporting date:
Audience rule / exclusions:
Unique delivered invitations:
Published reviews linked to this campaign:
Pending / rejected / unconfirmed reviews:
Opt-outs / stopped reminders:
Reward terms / fulfilled / pending / owner:
Actual costs:
Published-review rate = linked published reviews / delivered invitations
Next decision / owner / due date:
For illustration, 4 linked published reviews from 80 delivered invitations gives 5%. That is arithmetic, not a performance target. With no delivered invitations, record the rate as N/A. If you cannot connect a review to the campaign, label attribution unknown. Report pending items beside the rate.
Keep the process ready for the next campaign
Save the approved audience rule, copy and stop list. Our review automation guide covers the recurring workflow; retain the neutral invitation rule when adding triggers.
HighAdvocacy can help collect submission evidence in an approval queue. AI review verification assists that check; the destination platform still decides whether a review is accepted and published.
Open the HighAdvocacy app to start organizing your review collection.
