Asking every customer for a review manually is a losing game. You forget, you get busy, and the feedback window closes before you even send the first email.
Automated review requests solve this by triggering personalized messages the moment a customer completes a purchase or appointment—no spreadsheets, no follow-up reminders on your to-do list. This guide covers how these systems work, how to set one up, and the best practices that actually move the needle on response rates.
What is an automated review request
An automated review request is a system-generated message—sent via email or SMS—that asks customers for feedback after a purchase or service. The system triggers automatically when a customer completes a specific action, like finishing a checkout or attending an appointment. This eliminates the manual work of remembering to ask each customer individually.
The typical flow looks like this:
- Trigger: A customer completes a purchase, appointment, or service interaction.
- Contact: The software sends a personalized message with a direct link to leave a review.
- Feedback loop: Some systems ask about satisfaction first, then route happy customers to public review sites (Google, Yelp, G2) while directing unhappy customers to a private feedback form.
- Follow-up: If there’s no response, a reminder goes out automatically.
This “set-it-and-forget-it” approach means every customer receives a request without you tracking who you’ve already contacted. The automation runs in the background while you focus on other priorities.
Why automated reviews drive more customer feedback
Manual review collection is inconsistent. You might remember to ask one customer but forget the next ten. Automation solves this by ensuring every customer receives a request—no exceptions.
Save hours on manual outreach
Once you configure your automation, it runs continuously without daily effort. You’re not drafting individual emails or maintaining spreadsheets of who you’ve contacted. The system handles the logistics, freeing up hours each week.
Collect reviews consistently at scale
Consistency matters more than you might expect. When every customer gets a review request, you build a steady stream of feedback rather than sporadic bursts—studies show 69% of customers leave reviews after being prompted by the business. This predictability helps you plan and improves the reliability of your social proof over time.
Capture feedback while the experience is fresh
Timing is everything with review requests. Messages sent within 24 hours of a purchase or service have significantly higher response rates because the experience is still top of mind. Wait too long, and customers forget the details—or lose interest entirely.
Boost your search engine rankings
A steady flow of positive reviews signals to search engines that your business is active and trusted. This is especially true for local SEO, where review quantity and recency directly influence your visibility on Google Maps and local search results—review signals contribute 15% of local pack ranking factors.
Protect your reputation with private feedback routing
Review gating—asking about satisfaction before directing customers to public sites—gives you a chance to intercept negative feedback. Unhappy customers can share their concerns privately, giving you an opportunity to resolve issues before they become public reviews.
How to set up an automatic review request system
Setting up automation doesn’t require a developer or complex technical skills. Most platforms walk you through the process step by step.
1. Choose a review collection platform
Look for a platform that supports both email and SMS, offers webhook or CRM integrations, and provides customizable templates. Some platforms, like Shapo, also let you collect video testimonials and display reviews with embeddable widgets—all from one dashboard.
2. Connect your CRM or e-commerce store
You have a few options here:
- Direct CRM connection: Pulls customer data automatically from tools like HubSpot or Salesforce.
- CSV upload: Works well for batch outreach to existing contact lists.
- Webhook automation: Triggers requests the moment a transaction occurs—ideal for capturing feedback while the experience is fresh.
| Integration Method | Best For | Setup Complexity |
|---|---|---|
| Direct CRM connection | Ongoing automation | Low to medium |
| CSV upload | Batch outreach to existing lists | Low |
| Webhook automation | Real-time, event-driven triggers | Medium |
3. Define your automation triggers
Common triggers include completed purchases, ended appointments, paid invoices, or closed support tickets. The key is choosing a moment when the customer has experienced enough of your product or service to provide meaningful feedback.
4. Customize your request templates
Personalization increases response rates. Use dynamic fields like {{name}} and {{product}} to make each message feel tailored. Keep the copy short—two to three sentences—and always include a direct link to the review form.
5. Set timing and follow-up sequences
Send your first request within 24 hours for optimal results. If there’s no response, configure a follow-up reminder after three to five days. Most platforms let you set resend rules so you don’t have to manage this manually.
6. Launch and track performance
Monitor open rates, click rates, and submission rates to identify what’s working. If your open rate is low, test different subject lines. If clicks are high but submissions are low, simplify your review form.
Pro Tip: Use a “Send Test” feature before launching to preview how your message appears with live customer data.
Best practices for getting more automated reviews
Automation handles the logistics, but a few tactical adjustments can significantly improve your results.
Send requests within 24 hours of the experience
The sooner you ask, the more likely customers are to respond. Fresh experiences lead to more detailed, enthusiastic reviews. Waiting even a few days can cut response rates noticeably.
Personalize messages with dynamic fields
A message that says “Hi Sarah, thanks for purchasing the Pro Plan” feels more genuine than a generic “Thanks for your purchase.” This small touch increases engagement and makes customers more likely to respond.
Combine email and SMS channels
SMS has 98% open rates compared to email’s average of 20-28%. If your platform supports both channels, use them together to maximize reach. Some customers prefer text, others prefer email.
Segment customers to protect your reputation
Ask about satisfaction first. Route happy customers to Google, Yelp, or G2. Direct unhappy customers to a private feedback form where you can address their concerns before they post publicly.
A/B test subject lines and CTAs
Small changes can have outsized effects. Test different subject lines, button text, and send times to discover what resonates with your audience.
A few additional tips:
- Make it easy: Include a direct link so customers can leave a review in one click.
- Keep it short: Limit your message to a few concise sentences.
- Include opt-out: Provide a clear unsubscribe link, especially in regulated industries.
Top automated review request tools
Several platforms offer automated review collection, each with different strengths. Here’s a quick comparison to help you choose.
| Tool | Best For | Key Features | Pricing |
|---|---|---|---|
| Shapo | Testimonial collection and display | Email campaigns, webhooks, video testimonials, embeddable widgets | Free plan available; Pro for unlimited |
| TrueReview | CRM-triggered requests | Zapier integrations, drip campaigns | Subscription-based |
| Podium | Multi-location businesses | SMS-first approach, reputation dashboard | Custom pricing |
| GoReminders | Appointment-based businesses | Automated SMS after appointments | Free trial; paid plans |
| Birdeye | Enterprise reputation management | Multi-platform monitoring, AI responses | Custom pricing |
Shapo
Shapo Campaigns let you send batch outreach via CSV uploads or trigger real-time requests with webhook automation. The platform supports personalization, video testimonials, and embeddable review widgets. The free plan starts at $0 with up to 10 testimonials, and the Pro plan unlocks unlimited capacity plus up to 500 email campaign invites per month.
TrueReview
TrueReview specializes in CRM integrations and Zapier-based automations. It’s a solid choice if you already use a CRM and want to trigger review requests based on specific customer actions.
Podium
Podium takes an SMS-first approach, which works well for service businesses with multiple locations. The platform also includes a reputation dashboard for monitoring reviews across sites.
GoReminders
Originally an appointment-reminder tool, GoReminders now includes automated Google review requests after appointments. It’s a good fit for service providers who already use scheduling software.
Birdeye
Birdeye is an enterprise-level solution designed for monitoring reviews across multiple platforms and managing brand reputation at scale. It’s more robust—and more expensive—than most small-business tools.
How to display your collected reviews
Collecting reviews is only half the equation. The real value comes from putting them in front of potential customers at the right moments.
Embed review widgets on your website
Most review platforms offer embeddable widgets you can copy and paste into your website builder—whether that’s Shopify, WordPress, Webflow, or Bubble. Widgets display your reviews in grids, carousels, or marquees, depending on your design preferences.
Add testimonials to sales pages and emails
Place your best reviews in high-conversion areas: product pages, checkout pages, and marketing emails. Social proof is most effective when it appears at decision points—moments when customers are weighing whether to buy.
Share video testimonials on social media
Video testimonials feel more authentic than text alone. Customers can record clips from their phone or desktop, and you can display them in website widgets or share them directly on social channels.
Pro Tip: With Shapo, you can manage all your testimonials in one place and publish them across your website, emails, and social media without needing a developer.
Start collecting reviews on autopilot
Automated review requests save time, increase review volume, and build trust—all without requiring daily manual effort. The key is choosing a platform that fits your workflow and setting up triggers that capture feedback while the experience is still fresh.
If you’re ready to start, Shapo’s free plan offers an easy, risk-free way to begin collecting and displaying testimonials today.
FAQs about automated review requests
How do automated review requests work with video testimonials?
Some platforms, including Shapo, allow customers to record video testimonials directly from their phone or desktop. The video clips are delivered to you automatically and can be displayed in embeddable review widgets on your site.
Can I trigger automated review requests from Shopify or Stripe using webhooks?
Yes. Platforms with webhook support let you send a review request the moment a customer completes a checkout or payment. This captures feedback while the experience is fresh.
What if an automated review request leads to negative feedback?
Use review gating to route unhappy customers to a private feedback form first. This gives you an opportunity to resolve the issue directly before they post a negative review publicly.
How many automated review request emails can I send per month?
This depends on the platform and plan. Shapo’s Pro plan supports up to 500 email campaign invites per month, while other tools have varying limits based on their pricing tiers.
Are automated review requests compliant with privacy regulations?
Most reputable platforms include opt-out links in their messages. For sensitive industries like healthcare, ensure your chosen tool supports HIPAA compliance and follows local data privacy laws.
