How to Set Up a Post-Purchase Review Request Flow in Klaviyo

Product reviews are the single most powerful form of social proof for ecommerce. Ninety-three per cent of consumers say online reviews influence their purchase decisions, yet most brands leave review collection to chance — relying on customers to voluntarily return to the site and write one.

The result is predictable: a handful of reviews, mostly from people with extreme experiences (very happy or very unhappy), which gives potential buyers an incomplete and often misleading picture of your products.

A post-purchase review request flow in Klaviyo solves this by automatically emailing every customer at the right time — after they have received and used the product — with a simple, frictionless way to leave a review. We set up review request flows for every Klaviyo account we manage, and the impact on conversion rates is measurable and consistent.

This guide covers the complete setup process, from choosing a review platform to designing emails that actually get customers to respond.

Why product reviews matter

Before diving into the technical setup, it is worth understanding exactly why reviews are so valuable for ecommerce:

• Conversion rate impact — products with reviews convert at 3-4 times the rate of products without reviews
• SEO benefits — review content adds unique, keyword-rich text to your product pages and can generate rich snippets in search results
• Customer trust — reviews from real buyers carry far more weight than marketing copy
• Product feedback — reviews provide unfiltered insights into what customers love, hate, and wish were different
• User-generated content — photo and video reviews create authentic marketing assets you can repurpose

The challenge is not whether reviews are valuable — it is getting enough of them. Without a systematic collection process, most products accumulate reviews slowly, if at all. A Klaviyo-powered review request flow automates this entirely.

For more on how reviews fit into your broader product page SEO strategy, see our dedicated guide.

How the review request flow works

The review request flow is triggered by the Fulfilled Order (or Order Delivered) event. Here is the typical sequence:

1. A customer places an order and the order is fulfilled (shipped)
2. Klaviyo records the fulfilment event with the order and product details
3. After a set delay (typically 7-14 days), Klaviyo checks whether the customer has already left a review
4. If they have not, Klaviyo sends a personalised review request email featuring the product they purchased
5. If the first email does not result in a review, a reminder is sent 5-7 days later

Component	Details
Trigger event	Fulfilled Order or Order Delivered
Initial delay	7-14 days (allows time for delivery and product use)
Email 1	Review request with product image and direct link
Email 2	Gentle reminder 5-7 days after Email 1
Incentive (optional)	Discount code or loyalty points for submitting a review

Step 1: Choose your review platform

Klaviyo does not have a built-in review collection system, so you need a dedicated review platform. The most popular options for Shopify stores are:

Platform	Klaviyo integration	Best for	Starting price
Judge.me	Native	Budget-conscious brands	Free (basic) / £12/mo
Stamped.io	Native	Mid-market brands	£19/mo
Yotpo	Native	Enterprise brands	Free (basic) / custom
Okendo	Native	Brands wanting detailed attributes	£19/mo
Loox	Native	Visual/photo-heavy brands	£9.99/mo

All of these platforms integrate with Klaviyo and sync review events back to customer profiles. This is essential for two reasons: it allows you to suppress customers who have already reviewed from reminder emails, and it lets you segment customers based on review behaviour for future campaigns.

We generally recommend Judge.me or Stamped.io for most Shopify stores. Both offer robust Klaviyo integrations, support photo reviews, and provide good value for money.

Step 2: Set up the integration

Once you have chosen a review platform, connect it to Klaviyo:

1. Install the review platform app on your Shopify store
2. Go to the review platform's settings and find the Integrations or Klaviyo section
3. Enter your Klaviyo public API key (found in Settings > API Keys in Klaviyo)
4. Enable the integration and configure which events to sync
5. Verify the connection by checking that review-related metrics appear in Klaviyo's Analytics > Metrics

Key events to sync

• Review Submitted — triggers when a customer submits a review
• Review Request Sent — prevents Klaviyo from duplicating review requests already sent by the review platform

Important: disable the review platform's built-in review request emails. You want Klaviyo to handle all review request emails so they match your brand styling and are coordinated with your other email flows.

Step 3: Create the flow in Klaviyo

1. In Klaviyo, go to Flows and click Create Flow
2. Click Create from Scratch
3. Name the flow "Post-Purchase Review Request"
4. Set the trigger to Metric > Fulfilled Order (or Shopify Fulfilled Order)
5. Click Create Flow

If your Shopify store uses a shipping tracking service that syncs delivery events to Klaviyo, you can use Order Delivered as the trigger instead. This is more precise because it ensures the customer has actually received the product before you ask for a review.

Step 4: Configure triggers and timing

Time delay

Add a time delay after the trigger. The right delay depends on your product type and typical delivery times:

Product type	Suggested delay after fulfilment	Rationale
Fashion and apparel	7-10 days	Customer needs time to try items on
Skincare and beauty	14-21 days	Results take time to show
Food and drink	5-7 days	Product consumed quickly
Electronics and gadgets	10-14 days	Customer needs time to set up and use
Home and lifestyle	7-14 days	Varies by product complexity

Flow filters

• Has not submitted a review since starting this flow — prevents requesting reviews from customers who have already reviewed (requires review platform integration)
• Has not been in this flow in the last 14 days — prevents re-entry for customers who place frequent orders
• Order value is greater than £0 — excludes free orders, gift cards, and replacement orders

Conditional splits

• Number of past orders — first-time buyers versus repeat customers may need different messaging
• Order value — high-value orders may warrant a more personal approach

Step 5: Design your emails

Email 1: The review request

The review request email should be simple, personal, and make it as easy as possible for the customer to leave a review.

Subject line examples:

• "How are you enjoying your [Product Name]?"
• "We would love your feedback, [First Name]"
• "Quick question about your recent order"

Email structure:

1. Personalised greeting
2. Brief thank you for their purchase
3. Dynamic product block showing the product they bought (image, name)
4. Clear explanation of why reviews matter — "Your feedback helps other customers make informed decisions"
5. A prominent CTA button — "Leave a Review" or "Share Your Experience"
6. If offering an incentive, mention it clearly — "Get 10% off your next order when you leave a review"
7. Star rating selector (some review platforms support in-email star rating)

Keep the email short. The customer should be able to understand what you are asking and why within 5 seconds of opening it. Remove any unnecessary navigation, product recommendations, or marketing content. This email has one job: get them to click through to the review form.

Design tips

• Use a single-column layout for clarity
• Make the CTA button large and prominent
• Include the product image so they immediately know which product you are asking about
• Keep the copy under 100 words
• Use the customer's first name in the greeting and subject line

Step 6: Add the reminder email

Not everyone opens or acts on the first email. A reminder sent 5-7 days later can significantly increase your review collection rate.

Subject line examples:

• "Quick reminder: share your thoughts on [Product Name]"
• "Your review helps fellow shoppers"
• "Still time to share your feedback (and get 10% off)"

Reminder email approach:

• Acknowledge that they are busy — "We know life gets hectic"
• Reiterate the value — "It takes less than 2 minutes and helps other customers"
• If offering an incentive, remind them of it
• Keep the same product image and CTA button
• Add a different angle — social proof ("Join 500+ customers who have shared their experience")

Conditional logic for the reminder

Add a conditional split before the reminder email:

• Has submitted a review since starting this flow — if yes, skip the reminder
• Has opened Email 1 — if yes, send a slightly different reminder that acknowledges they saw the first email

Advanced strategies

Multi-product review requests

If a customer ordered multiple products, you need to decide whether to ask for one review or multiple. Options include:

• Single product focus — ask about the highest-value item in the order
• Sequential requests — send separate review requests for each product, spaced a few days apart
• Combined email — list all products with individual review links in one email

We generally recommend the single product focus for the initial request, with a follow-up for additional products only if the first review is submitted.

Review response automation

Set up additional flows based on review events:

• Positive review (4-5 stars) — send a thank-you email with a discount code and ask them to share on social media
• Negative review (1-2 stars) — send a personal email from customer support offering to resolve the issue
• Photo review — send an extra thank-you with a bonus incentive for the user-generated content

This approach turns your review collection into a customer retention tool. Happy customers feel appreciated, and unhappy customers get an opportunity to have their issue resolved before they tell everyone they know.

Segmentation based on reviews

Use review data to create powerful segments in Klaviyo. For a comprehensive approach to segmentation, see our email segmentation guide.

• Brand advocates — customers who have left 3+ positive reviews, ideal for referral programmes
• At-risk customers — customers who left negative reviews, candidates for a recovery flow
• Photo contributors — customers who submit photo reviews, valuable for UGC campaigns

Integrating reviews with your broader flow strategy

The review request flow should sit within your broader post-purchase email strategy. A typical sequence might look like this:

1. Order confirmation (immediate)
2. Shipping confirmation (at fulfilment)
3. Delivery follow-up (1-2 days after delivery)
4. Review request (7-14 days after delivery)
5. Cross-sell recommendations (21-30 days after delivery)

Each email serves a distinct purpose, and the spacing ensures customers do not feel overwhelmed. For more on how review requests fit into your overall flow architecture, see our guide to the essential Klaviyo flows.

UGC and photo review incentives

Photo reviews are significantly more valuable than text-only reviews because they provide visual social proof. To encourage photo submissions:

• Offer a higher incentive for photo reviews (e.g., 15% off instead of 10%)
• Show examples of great photo reviews in your email
• Make the photo upload process as simple as possible
• Feature the best photo reviews on your homepage and social media

Leveraging reviews for SEO

Reviews contribute to SEO in several ways. They add unique content to your product pages, generate long-tail keywords naturally, and enable rich snippet markup in search results. Ensure your review platform outputs structured data (schema markup) for review aggregate ratings. For more on this topic, see our back-in-stock flow guide which covers another flow that drives product page engagement.

Common mistakes to avoid

1. Asking too soon

Requesting a review before the customer has received or used the product is the most common mistake. If they have not tried the product, they cannot write an honest review. Wait until after delivery, plus enough time for actual product use.

2. Not disabling the review platform's emails

If both Klaviyo and your review platform are sending review request emails, customers receive duplicate requests. This is annoying and unprofessional. Always disable the review platform's native emails when using Klaviyo to handle the flow.

3. Making the process too complex

Every additional step between clicking the CTA and submitting the review reduces completion rates. Ensure the link goes directly to the review form, pre-populated with the correct product. Do not require account creation or additional login steps.

4. Ignoring negative reviews

A negative review is a gift — it tells you exactly what is wrong and gives you a chance to fix it. Set up an automated response flow for low-rating reviews that connects the customer with your support team. Many negative reviewers will update their review to a positive one if their issue is resolved promptly.

5. Generic incentives

Offering the same 10% discount to everyone regardless of their order value feels impersonal. Consider tiered incentives based on order value, or offer loyalty points instead of discounts to avoid training customers to expect discounts.

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A post-purchase review request flow is one of the most straightforward automations to set up in Klaviyo, yet it delivers compounding value over time. Every review you collect makes your product pages more persuasive, your SEO stronger, and your marketing more authentic.

The brands that consistently outperform in ecommerce are the ones that systematise review collection rather than leaving it to chance. A well-timed, well-designed review request flow in Klaviyo makes this automatic.

Start with the basics — trigger on fulfilment, wait 7-14 days, send a simple request, follow up once — and refine from there. The first version does not need to be perfect. It just needs to exist.

Need help setting up your review request flow or integrating your review platform with Klaviyo? See our Klaviyo services or get in touch for a free account audit.