Sending review requests via email? If so, don’t allow your requests to get buried in your customers’ inboxes. Stand out from the crowd of generic review request subject lines like, “What did you think of {product}?” or “How was your recent experience at {store}?” with email subject lines that deliver results and get your brand the positive reviews it needs.
Yotpo’s data scientists have analyzed 3.5 million post-purchase review requests to understand how different factors — such as phrasing the subject line as a question or offering coupons in exchange for writing a review — impact customer response rate. Here’s why and how to optimize your subject lines for review request emails.
The importance of email subject lines for review requests
To maximize your review collection strategy, you should aim to grab your shoppers’ attention right from the start with the subject line within your email review request. With the right messaging, your subject line can help to set expectations with your shoppers. It also allows you to clue them in on what you’re asking of them and what they can expect from opening your email.
Subject lines are often one of the first things people see when they open up their inboxes — aside from the sender — and they play a huge role in the deciding factor of whether or not your email is opened, let alone read. If you’re able to grab customers’ attention right away with the help of a snazzy, eye-catching subject line, shoppers will be more likely to not only open the email, but to also click through and read what you have to say. Plus, with the right review email subject lines, you can also build brand trust.
Best practices for review requests email subject lines
Not all review request subject lines are created equally — especially when you factor in your brand’s industry and customers. But when it comes to messaging, keep in mind what’s worked particularly well for your shoppers in the past. And when sending your email review requests, try:
Creating a sense of urgency
This strategy often increases open rates. If there’s a limited amount of time to take action and shoppers can potentially miss out on something, it’ll also create a sense of FOMO, or fear of missing out. You can try something along the lines of “Don’t forget to share your feedback with us” or “There’s still time — how do your new cross-trainers fit?”
Asking specific questions
Draw your shoppers in by asking them a direct question, and don’t be afraid to get specific — “Did the color of your new T-shirt dress meet your expectations?” With specifics added into the subject line, shoppers will trust that the email is coming from your brand in regards to your recent purchase.
Offering incentives
Does your brand have an active loyalty program? Use it to your advantage! In your subject line, state that loyalty points can be earned for customers who are willing to share their thoughts. However, keep in mind that by offering an incentive for a review, there should be no condition or expectation associated with the incentive that the review be positive, per the Yotpo fair review practices.
Personalizing your requests
According to the 2022 Reviews Consumer Survey, 35% of online shoppers stated that personalization within email review requests increases their likelihood of leaving a product review. Consider including the customer name and referencing specific details about why the item was purchased (if you have this data on hand). For example, if a customer took a skin type quiz before purchasing a moisturizing face cleanser from your brand.
Choosing capitalization and punctuation carefully
Over-use of capitalization or punctuation such as exclamation marks — HEY! We NEED your feedback! — can be off putting for customers. Use them sparingly. Per our research, using all caps and exclamation marks in subject lines work best for brands in the Electronics or Food & Tobacco industries, respectively.
Being direct and brief
Capture your customers’ attention within their inboxes quickly. Long, drawn out, and/or overly-wordy subject lines are a thing of the past. The shorter and sweeter the messaging, the better.
So when you’re asking customers for reviews, remember that the best review request email subject line is the one that drives your shoppers to click through and read the email. Try out some of these best practices to see which kind of subject lines perform best for your brand.
And once you master email requests, make sure you’re optimizing SMS review requests as well!