How to use a campaign to request reviews

You will learn

Learn how to use an email campaign to request verified reviews from past purchasers. This process involves creating a segment of people who purchased a product, then sending them a campaign with a review request link. Before you begin, set up Klaviyo Reviews for your store.

Create a segment of potential reviewers

In order to build your segment, you’ll first need to locate the product ID.

1. Navigate to Content > Products.
2. Find the product you’d like to request reviews for.
   

1. Copy the product ID from the Item ID column.
   

Then, create your segment:

1. Navigate to Audience > Lists & segments.
2. Select Create.
3. Select Segment.
4. Give the segment a descriptive name, like “Potential reviewers for [product name]”. If a name panel appears, enter the name there and click Create segment to open the segment builder.
5. Create this segment using the Fulfilled Order metric from your store integration:
   What someone has done (or not done) > Fulfilled Order > at least once in the last 90 days > where Items contains [your item]
   AND
   What someone has done (or not done) > Submitted review > zero times over all time > where product_external_id = [your product ID]
   For Shopify, Items contains the product name. For WooCommerce, use ItemNames instead of Items. Use the product ID you copied for product_external_id.

6. Click Create segment.

You can adjust the time frame for this segment based on your business needs. Use a time frame that includes anyone who might have helpful feedback, but excludes those who purchased the product too long ago to recall details about their experience.

Send a campaign to request reviews

To create a campaign, first copy the manual review request link. You’ll use this for your campaign’s CTA.

1. Navigate to Website > Reviews.
2. Select Products.
3. Find the product you’d like to request reviews for. Make sure to use the same product used in your segment definition.
4. Open the 3 dots (additional options) menu.
5. Choose the link that matches your campaign:
   • If you are not offering an incentive, select Copy link to manual review.
   • If you are offering an incentive, select Copy incentivized link to review. Choose the incentive type, then click Copy link. Reviews submitted through this link are marked as incentivized.

Once you’ve copied the review request link, create an email campaign and use this link in your CTA (e.g., a featured button or text link). If you offer an incentive, prepare the follow-up flow described below before sending. Then, send the campaign to the segment you created earlier.

How are reviews verified?

It’s important to send review request campaigns only to people who actually purchased the product you’re requesting a review for. To verify a review, Klaviyo uses the reviewer’s email address to look for a Fulfilled Order event containing that product from the last 5 years. Ask recipients to submit their review using the same email address they used for their order. If Klaviyo finds a matching fulfilled order, the review is verified. If it cannot find one, including when the order has not yet been fulfilled, the review is not verified.

Follow up on campaign reviews

If you offer an incentive in your review request campaign, use a flow to deliver that incentive and thank reviewers. Before sending the campaign, make sure your review follow-up flow is live and that its trigger and filters include campaign reviewers. If the incentive is the same as in your standard review request flow, you can use that existing follow-up flow. If you don’t have one, create a review follow-up flow.

If you offered a different incentive, create a separate follow-up flow. First, add and save this profile filter in your standard review follow-up flow:

What someone has done > Received email > where Campaign Name = [your campaign name] > zero times over all time

This filter will exclude recipients of your campaign from receiving your standard review follow up flow.

Then, clone your review follow-up flow in the same account. Keep its trigger for submitted reviews and replace the profile filter that excludes campaign recipients with this condition, then save:

What someone has done > Received email > where Campaign Name = [your campaign name] > at least once over all time

Adjust the flow message(s) to use the incentive offered in your review request campaign, then set it live before sending the campaign. A few weeks after your campaign is sent, turn the new flow off and remove the filter from the old flow; that way, campaign recipients who submit a later review for a different product won’t receive the wrong flow message.

Additional resources