How to create a product review flow

Last updated at:

You will learn

Learn how you can use flow messages to ask customers to write a review about what they just bought. This is a great way to build social proof and drive customer engagement with your brand.

To send product review emails, you can use Klaviyo's built-in product review/cross-sell flow as a starting point, or you can build your own from scratch. 

Klaviyo does not support in-email product reviews, meaning customers cannot write reviews directly within the product review email they receive from you.

Flow trigger and filters

Your product review trigger can be either Placed Order or Fulfilled Order. Since the Fulfilled Order event tracks when an item was shipped, it can give you a more accurate idea of when a customer actually received their product. Keep in mind that you'll want to make sure a customer has had an opportunity to use their new product before sending them a product review email. Klaviyo's product review/cross-sell flow uses Fulfilled Order as the trigger metric.

You may also want to target your emails based on the particular item a customer bought. For example, you might want to have a different product review flow for items over $100. You can hone this audience by adding additional filters to the flow trigger or, alternatively, a trigger split to create varying paths based on the value of someone's purchase.

The $value property of a Fulfilled Order event can be used to filter for events with a specific price value.

Other audiences you may want to target include:

  • VIP customers or customers who have made X number of purchases before: this can help you determine how engaged a customer is before sending them a product review email. By reaching out to a highly engaged subset of purchasers, you can increase the odds that someone will leave you a positive review. You can isolate these customers using flow filters or conditional splits.
  • First-time customers: it's a good practice to split your review flow based on whether or not someone has bought from you in the past. This way, you can change messaging depending on whether it's their first purchase or subsequent purchase and use language that is more relevant to these separate groups. You can create these different paths using a conditional split.


As mentioned above, you'll want to make sure a customer has actually received their purchase before sending them a product review flow. If you know how long your shipping process usually takes, you can use this to inform the timing of your emails.

You'll also want to give customers a chance to use their purchase before sending your product review flow since they'll have a more informed opinion once they actually use your product.

We recommend sending your product review flow 14 days (two weeks) after an order was fulfilled. This will give your customers a chance to get to know your products before you ask them for a review. And it will ensure that their items have actually been delivered — there's nothing worse than getting a product review email for an item that you haven't received yet.

A 14 day time delay can be added right after a flow trigger to ensure enough time for the customer to receive and use the product.


You'll want to use dynamic content to ensure that each customer receives a unique email based on the product they purchased. We highly recommend using our built-in product review/cross-sell flow, since this dynamic data is already populated for your account.

In this flow, we include an image and description of the product a customer purchased, as well as a link that customers can click to leave a review on your site.

Product review editor.jpg

To recreate this yourself, you'll have to build a dynamic table, which can be time-consuming. Even if you'd like to build your own product review flow from scratch, you can still go into the pre-populated product review/cross-sell flow and save the dynamic content block to use in your own flow — just make sure your flow has the same trigger as your account default.

We also include a product feed in our built-in product review/cross-sell flow to show customers other products they might find interesting. 

Additionally, you may want to ask customers to leave you a score based on how satisfied they are with their purchase. This is something you can accomplish using buttons within an email, outlined in our guide to creating ratings links or NPS surveys within an email.

Link customers to the review area on a page

Using anchor links, you can bring customers to a specific area of a page on your site so that when they click through the email, they will be brought directly to the area where they can submit reviews. For instance, you may display reviews at the bottom of a product page and want to direct customers straight to this area. You can do this using anchor links.

First, you'll need to define what you want your anchor link to be. In our example, we'll use "#reviews," which is the anchor link that is appended to Klaviyo's default product review email. However, you can make this value whatever you would like, as long as you use a hashtag, no spaces (underscores will work), and remember to change the default link in your email template.

Reviews anchor.jpg

Note that the directions below may be slightly different depending on your particular ecommerce integration and whether it may be a custom setup. If you are using a custom Shopify theme, you may need to add to your product.liquid file if it doesn't work in your product template file.

Anywhere on your product template page, paste the following code:

<a href="#reviews"></a>

Then, scroll to the area on the product template page's code where your product reviews are displayed. Here, paste the following code:

<a id="reviews"></a>

This will ensure that when a customer clicks the product review link, the page will automatically scroll to this section.

Third-party review apps

Klaviyo integrates with several different product review apps, including and Yotpo, that you may want to use to get more sophisticated in your product review strategy. If you use either of these apps and would like to integrate them with Klaviyo, check out the corresponding documentation to learn how you can leverage all your data in one place. 

Additional resources

Learn more about other third-party apps that integrate with Klaviyo.

Learn about splits in flows:

Learn about other helpful flows for customer engagement:

Was this article helpful?
467 out of 670 found this helpful