Use Email to Get More Reviews From Local Customers

In today’s digital age, local businesses thrive on customer reviews. Whether you run a restaurant, dental clinic, retail shop, or any local service, email marketing for local business reviews can be a game-changer.

By using email strategically, you can ask customers for reviews via email in a polite, effective manner that boosts your online reputation.

In this comprehensive guide, we’ll explore how to leverage email to increase local customer feedback with email outreach, provide email templates for customer review requests, and share proven email strategies to boost local business reviews.

Why Local Customer Reviews Matter

Local customer reviews are critical for building trust and attracting new customers. Studies show that in 2025, 42% of consumers trust online reviews, a decrease from 79% in 2020. However, online reviews still play a crucial role in influencing purchasing decisions, and 93% are influenced by online reviews when deciding on a local business.

In other words, if potential customers see plenty of positive, recent reviews for your business, they’re far more likely to choose you over competitors. Reviews act as modern word-of-mouth – a collection of real experiences that guide purchasing decisions.

Reviews don’t just influence customer perception; they can also drive conversions and sales. For example, one research study found that featuring customer reviews on your website’s landing pages can increase conversion rates by up to 270%.

Positive reviews provide powerful social proof that gives new customers confidence to buy from you. On the flip side, if you lack reviews (or only have a few outdated ones), potential customers might hesitate or choose another business.

Importantly, actively gathering reviews is essential, because unhappy customers are more likely to leave a review on their own than happy customers. As marketing experts note, people with bad experiences often vent without prompting, whereas positive reviews “are usually the result of direct requests” from the business.

In fact, if you don’t ask, you won’t receive – one study found that when businesses proactively ask every customer for a review, roughly 20% will actually write one. That means a simple email request can turn many silent happy customers into public advocates for your business.

Finally, local reviews can even improve your visibility in local search (SEO). Search engines like Google factor in the quantity, quality, and recency of reviews when ranking local businesses. According to Moz’s research, online reviews contribute about 13% of the ranking factors for Google’s local “3-pack” results.

In short, more (and better) reviews can help you rank higher on Google Maps and local search, driving even more customers your way. Given all these benefits – from increased trust and conversions to SEO gains – it’s clear that cultivating local reviews should be a priority.

Email Marketing for Local Business Reviews: Why Email Works

So how can you actively get more reviews? Email is one of the most effective tools for this job. Using email to request reviews allows you to transform the process from a passive “wait and hope” approach into a proactive outreach strategy. Here’s why email is an ideal channel for generating local customer reviews:

Preferred by Customers: Email is a tried-and-tested method used by many local businesses to obtain reviews. It’s not intrusive like a phone call or as easily ignored as a paper flyer. In fact, email is the preferred method of communication for the majority of consumers when interacting with brands.

One survey noted about 61% of people prefer to be contacted by brands via email. People are accustomed to getting follow-up emails from businesses (receipts, thank-yous, etc.), so a review request via email feels natural.
Direct and Personal: An email lands straight in your customer’s inbox and stays there until read or deleted. This gives the customer a chance to see your request at a convenient time, unlike, say, a social media post that they might miss.

Email also allows a more personalized message – you can address the customer by name and reference their specific visit or purchase, making the outreach feel one-to-one.
Easy to Implement (and Scale): Email doesn’t require any expensive tools or special tech – if you have the customer’s email address, you can reach out. It’s fast and cost-effective, especially if you create a reusable template for review requests.

You can send emails in bulk or automate them through your point-of-sale or CRM system. With templates and automation (which we’ll discuss later), email review requests can be sent consistently without adding much workload.
Includes Convenient Links: Unlike verbal asks, emails let you embed direct links to your review profiles (Google, Yelp, TripAdvisor, Facebook, etc.).

This is huge for reducing friction – the customer can simply click the link and write their review, rather than having to search for your business online. Making the review process one click away greatly increases the likelihood that the customer will follow through.
Non-Intrusive Reminder: Email strikes a good balance – it’s gentler than a text message (which some may find too personal or urgent), yet more proactive than waiting indefinitely.

The customer can read it at their leisure, and you can even send a polite follow-up if they forget. Plus, the email serves as a record in their inbox; even if they don’t act immediately, they might start it or come back later when they have time.

In summary, email marketing for local reviews works because it is customer-friendly, scalable, and allows you to get your review request in front of customers at the right moment. Next, we’ll cover exactly how to prepare for and craft these review request emails to maximize your results.

Preparing to Ask for Reviews via Email

Before you hit “send” on a review request, some preparation is needed to set yourself up for success (and to stay within the rules). Here are key steps to take before asking customers for reviews via email:

Collect Customer Emails (with Permission): First, ensure you have a database of customer email addresses – and that you’ve obtained them with consent. This might mean asking customers during checkout, via a signup form, or as part of an appointment booking.

Let them know you may follow up about their experience. Only email customers who have provided their email willingly; sending unsolicited emails can violate privacy laws.

Always comply with regulations like GDPR in the EU and CAN-SPAM in the US, which require opt-in and an easy opt-out for marketing emails. Being transparent about how you’ll use their contact info builds trust and keeps your outreach legally sound.
Choose the Right Timing: Timing is critical. It’s best to ask for a review soon after the customer’s experience, when the positive feelings are still fresh. Don’t wait weeks or months – that “window of enthusiasm” closes quickly.

Ideally, send the review request within 24–48 hours of the purchase or service. For many businesses, the same day or next day works well (e.g. the day after a restaurant meal or the same afternoon after a morning dental appointment).

Prompt requests tend to yield higher response rates because details are fresh in the customer’s mind. However, use common sense: if you know the customer had a poor or unresolved experience, you may address their issue first before requesting a review.
Ensure Customer Satisfaction First: Related to timing is gauging the customer’s satisfaction. Make sure the customer’s experience was positive (or at least that you’ve resolved any issue) before asking for a review.

You want genuine feedback, but you also want to avoid catching a customer when they’re upset or disappointed. One approach is to ask, at checkout or upon service completion, if everything was okay.

If a customer indicates dissatisfaction, focus on fixing that rather than immediately asking for a review. (You can still encourage them to provide feedback by reply by email, which helps you improve.) If the customer seems happy, that’s your green light to send the review request email.
Have Your Review Links Ready: To make things seamless, prepare direct links to the review platforms that matter most to your business.

For example, you might generate your Google review link (via your Google Business Profile) and have your Yelp or Facebook review page URL handy. Google even allows you to create a short link or QR code for reviews; Google’s own guide suggests including this link “in thank you emails” to customers.

By having these links ready to paste into your email template, you’ll save time and ensure every review email points customers exactly where they need to go. No one should have to hunt around to figure out how to review you.
Train Your Team to Assist: If you have employees or front-line staff, inform them about your email review request campaign. Train them to mention the upcoming email casually to customers.

For instance, a staff member can say at the end of a transaction, “You’ll receive a thank-you email from us soon. It might also ask for your feedback – we’d really appreciate it if you could take a minute to review us.”

This heads-up primes the customer to expect the email and makes them more likely to open it. Even a simple statement like, “We’ll send you a quick link if you’d like to leave a review,” can plant the seed.

When customers hear it from a friendly person first, the email feels more anticipated and welcome.

By taking these preparatory steps – building a quality email list, picking the right moment, ensuring a good experience, providing easy links, and getting your team onboard – you’ll create the perfect conditions for a successful review request via email. Now, let’s look at how to craft the email itself to get the best results.

How to Ask Customers for Reviews via Email (Best Practices)

When it comes to writing the actual review request email, a few best practices can dramatically increase your success rate. Remember, you’re asking busy customers to do you a favor – so your email should be clear, polite, and make it easy for them to respond. Here are some proven tips for asking customers for reviews via email:

Keep it Short and Sweet: Aim for a brief, succinct email (3–5 sentences). Don’t bombard the customer with a long essay – they should be able to read your request in moments. A simple rule of thumb is K.I.S.S. – Keep It Simple, Stupid!

In fact, the secret to a great review request email is to keep it short, personalized, and polite. Thank the customer, make your ask, and provide the link – that’s it. A concise email shows you value their time, making them more likely to complete the task.
Personalize the Message: Avoid sending a cold, generic blast that feels like spam. Use the customer’s name in the greeting and, if possible, mention specific details – like the product they bought or the service you provided.

Personalization shows that you see the customer as an individual, not just an entry on a list. It also indicates that you appreciate their unique experience with you. For example, instead of, “Dear Customer, please leave us a review,” say “Hi Alex, thank you for choosing [Your Business] for your HVAC repair…”.

Tailor the email content to fit the context (e.g., referencing their recent dinner, dental cleaning, or oil change). This extra effort can boost response rates, because people are more likely to engage with an email that feels personally relevant.

(Tip: Also ensure the sender name and email align with your business and perhaps a real staff name – this builds authenticity.)
Be Polite and Value the Customer: The tone of your email should be friendly, appreciative, and customer-focused. Start by thanking them for their business or trust in you. Then politely ask for their feedback.

Make it clear that their opinion matters to you – not just for boosting your ratings, but for improving your services or helping others. For instance, you might write, “Your feedback helps us improve and helps other customers make informed decisions.”

This aligns the request with the customer’s interests. In fact, research suggests framing the task around helping others can motivate customers to respond, since many people like to feel their review will assist someone like them.

Keep the tone conversational (not overly formal or salesy) and avoid any language that feels demanding. You’re inviting them, not obligating them.
Include a Clear Call-to-Action and Direct Link: Don’t be shy about the purpose of the email – explicitly ask the customer to leave a review and give them a one-click path to do so.

After your brief intro and expression of gratitude, have a line like: “Please click the link below to leave your review” or “Would you mind sharing your feedback on our Google page? Just click here.” Hyperlink the text or include a prominent button.

The key is to make it as easy as possible for the customer to go straight to your review page. Never expect customers to hunt for your profile online – if they have to search, many won’t bother.

Whether it’s a Google review form, Yelp page, or other platform, ensure the link in your email works on both desktop and mobile. By removing friction, you greatly improve the odds of getting that review.
Reiterate the Value of Feedback (All Feedback): In your wording, you can mention that you welcome all feedback, good or bad. This shows you’re genuine about improving and not just fishing for compliments.

For example: “Whether you had a fantastic experience or we fell short, we’d like to hear from you.” This phrasing (used in some templates) conveys humility and openness. It also reassures customers that you’re not only interested in glowing reviews, but in honest opinions.

Most review platforms also forbid gating (only soliciting positive reviews), so it’s good to encourage everyone to speak up. Paradoxically, being open to all feedback can lead to more positive reviews, because customers appreciate the authenticity.
No Incentives, No Pressure: It’s important to avoid offering any reward or incentive for a review, unless you’re absolutely sure it’s allowed (most of the time, it isn’t). Many major platforms – including Google and Yelp – strictly prohibit offering discounts, freebies, or gifts in exchange for reviews.

So do not say “Leave a review to get 10% off” or anything similar, as this can get your reviews removed or your profile penalized. Similarly, don’t pressure the customer with guilt or repeatedly beg.

Keep your one request polite and appreciative. If they choose not to respond, that’s okay (you can send a gentle reminder later, as discussed below). The goal is to ask sincerely, not to coerce.
Show Gratitude and Sign Off: Close your email by thanking the customer again for their time. A simple “Thanks in advance” or “Thank you for helping us grow/improve” followed by your name (or the owner/manager’s name) adds a personal touch.

This final thank-you leaves a positive impression. It’s also nice to send the email from a real person’s email (e.g. “Jane at ABC Dental”), so the customer can reply if they have private feedback.

Some businesses even invite direct replies like, “If you have any other thoughts or questions, just reply to this email – we’re always here to listen.” This can catch unhappy customers for private resolution, while happy ones will click the review link.
Consider a Gentle Follow-Up: If a customer doesn’t respond to your initial email, it can be effective to send one reminder after a few days. People get busy or may open your email and forget.

A short follow-up, sent ~2–3 days later, can bump your request back to the top of their inbox. Something like: “Just a friendly reminder – if you haven’t had a chance yet, we’d still love to hear your feedback!” Include the review link again.

Keep the tone light and thankful. One message may not be enough – a gentle nudge often increases response rates without annoying the customer. However, don’t overdo it: one follow-up is usually sufficient.

If they still don’t respond, let it be. You don’t want to come across as spammy or desperate. And of course, if a customer already left a review in person or via another channel, make sure you remove them from further email reminders.

By following these best practices – brevity, personalization, clear CTA, customer-centric tone, no incentives, and proper follow-up – you’ll create review request emails that feel respectful and effective. To summarize some of these do’s and don’ts:

Do:	Don’t:
Send review request emails within 24–48 hours of the customer’s visit or purchase. This keeps the experience fresh.	Don’t wait weeks or months to ask – the customer’s enthusiasm will fade and they may forget details.
Personalize the email with the customer’s name and relevant details (service used, product purchased, etc.).	Don’t send generic, impersonal messages that feel like mass spam. Avoid the cliché “Please leave us a review” with no personal touch.
Include a direct link to your review page (Google, Yelp, etc.) in the email. Make it one-click easy for them to start writing a review.	Don’t expect customers to search for your business or figure out where to leave a review on their own. Any extra hassle will dramatically lower response rates.
Keep the tone friendly, brief, and appreciative. Be clear that you value their time and opinion.	Don’t write a long or overly formal email. Big blocks of text or corporate-speak can lose the reader’s interest. Stay conversational and concise.
Emphasize how their feedback helps – whether it’s improving your service or helping other customers like them. Center the request on the customer’s perspective.	Don’t make the review all about your business needs (“We need a 5-star review to succeed!”). Customers care more about their own experience and helping others.
Ensure you have permission to email the customer (opt-in) and provide an easy unsubscribe link. Always follow relevant email laws (CAN-SPAM, GDPR, etc.).	Don’t add people to email lists without consent or send review requests to those who opted out – this can violate laws and irritate customers.
Welcome honest feedback from all customers – it lends credibility. Encourage reviews from anyone willing to share their experience.	Don’t offer incentives or only ask happy customers for reviews. Review platforms forbid bribery, and cherry-picking positive feedback can backfire.

Following these guidelines will set the right tone and make it effortless for local customers to give you feedback. Next, we’ll dive into additional email strategies to boost local business reviews, beyond the basics of writing a good request.

Email Strategies to Boost Local Business Reviews

Implementing the tips above is a great start. To really boost your local business reviews using email, consider the following advanced strategies and tactics. These approaches will help you maximize responses and maintain a steady flow of new reviews over time.

By using these email strategies, you can significantly increase local customer feedback via email outreach and build a robust online reputation for your business.

1. Send Review Requests Promptly, at the Right Moment

Timing matters immensely for review requests. The best time to send the email is immediately after a positive interaction or successful transaction.

For instance, if a customer just finished a meal at your restaurant or had their car serviced, that day or the very next morning is ideal. Catch them while the experience is fresh and their satisfaction is high.

As one expert puts it, “Your chances of getting a review are highest when the experience is still fresh in the customer’s mind”. The longer you wait, the more that feeling of enthusiasm fades (and the customer may never get around to it).

In practical terms, aim to trigger your review emails within 0–2 days of the visit. Many businesses see success with an automated same-day or next-day email.

Also, consider the context: if you provided a product that takes time to use (say, a new appliance or a skincare product), you might adjust the timing to let the customer experience it.

But don’t wait too long; even a gentle ask soon after delivery can work, with wording that they’re free to update the review later if needed. The key is to capitalize on the moment when the customer is happiest – right after you’ve delivered value.

This promptness not only increases review quantity but often results in more detailed reviews (since the memory is fresh). It shows customers that you care in real-time, and they’re more likely to respond before life moves on and they forget.

2. Personalize and Humanize Your Emails

We touched on personalization in best practices, but it’s worth emphasizing as a strategy: make your review request emails feel human. Use the recipient’s first name, mention specific details about their visit, and if possible, have the email come from a real person’s name (e.g., the store manager or business owner).

A personalized email signals that you genuinely value that individual’s opinion. On the other hand, a bland, cookie-cutter email will feel like just another marketing blast.

Avoid language that is too generic or corporate. For example, “Dear valued customer, your opinion is important to us.

Click here to leave a review.” This sounds like a robot. Instead, write as if you’re speaking one-on-one: “Hi John, thank you for choosing us to fix your heating system. I hope it’s working great now!

It would mean a lot to me and our team if you could share a quick review of your experience.” Notice how this is warmer and more specific.

Being personable also means showing empathy and authenticity. You might acknowledge that you know everyone is busy, and you appreciate them taking a moment for this. When you personalize your requests, it shows you value each customer’s unique experience and not just the star rating.

It can help to remind them of something positive – “It was a pleasure chatting with you about your new puppy while I groomed your dog” – to bring back that good feeling.

Additionally, frame the request in terms of benefit to the customer or community, not just to you. As mentioned, customers don’t care about boosting your business’s credibility per se; they care about themselves and other customers.

You might say, “By leaving a review, you’ll help other pet owners in our town find a groomer they can trust.” This taps into their altruistic side. Focus on the customer in your task, rather than on your business – you’ll get better follow-through.

3. Make It Easy: Direct Links and Clear Instructions

Think of your customer’s convenience at every step. The easier you make the review process, the more reviews you’ll get. Always include a direct link to the exact place where the customer can write a review.

If possible, link to the review form or page itself (for example, Google allows a link that opens the review dialog). This removes any guesswork or extra clicks.

If you want reviews on multiple platforms, it’s generally best to focus on one primary link in a given email (too many choices can overwhelm). You can rotate platforms over time or use different links for different customers if needed.

In your email text, provide clear instructions along with the link. For instance: “Just click the button below and share your feedback on our Google page – it only takes a minute.”

A call-to-action button labeled “Leave a Review” or “Share Feedback” can be very effective. Make sure the hyperlink or button is prominent and works on all devices. It should be near the top or middle of the email so it’s easily seen without too much scrolling.

As a bonus tip: you can also embed the review link in multiple places – for example, in a line of text (“leave a review here”) as well as a big button at the end – to catch the click either way.

And remember, if you’re emailing some customers who may prefer QR codes (say, older customers who might print the email), you could attach a QR code image leading to the review page. Google even suggests using a QR code on receipts or emails to prompt mobile users.

Ultimately, never assume a customer will go out of their way to figure out the review process. Even highly satisfied customers might not leave a review if it’s not obvious how or where to do it. Spoon-feed that step to them.

“Click here to leave us a review” is an approach so straightforward that it significantly boosts the likelihood of action. Remove all friction: no logging into your website, no navigating through menus – just one click to the review form.

By making it idiot-proof, you’ll collect many more reviews from customers who otherwise might have been willing but too busy to figure it out.

4. Use Email Templates and Automation for Efficiency

If you plan to ask for reviews regularly (which you should), it helps tremendously to create a standard email template that you can reuse and automate.

A well-crafted customer review request template ensures you don’t have to write each email from scratch – you can fill in a few personal details and send. It also keeps your messaging consistent and on-brand.

Don’t wing it every time you ask for a review. Instead, develop a template that fits your brand’s tone and can be quickly tailored to each customer. Your template might have placeholders for the customer’s name, the product/service, and the review link, for example.

Keep the core text the same, using the best practices we’ve covered. Many businesses create multiple templates for different scenarios: one for recent customers, one for longtime repeat customers, one for specific services, etc. (We’ll discuss examples in the next section.)

Using templates becomes even more powerful when combined with automation. Many email marketing tools and point-of-sale systems allow you to set up an automated email that triggers after certain events – such as a completed transaction or a closed ticket.

For instance, you could automate a review request email to send 24 hours after a purchase is marked complete in your system. Automation ensures every customer gets an invitation to review, without you having to remember to send it. It also allows you to scale: whether you have 10 customers or 10,000, each one can receive a timely, personalized review request.

Yes, you absolutely can automate the process of asking for reviews. This can be as simple as using an email autoresponder or as sophisticated as a dedicated review management platform that integrates with your CRM.

Some tools (e.g., Podium, Birdeye, etc.) specialize in automatically sending review invites via email or SMS and even routing happy vs. unhappy feedback appropriately.

But you don’t necessarily need to invest in special software – even a basic tool like Mailchimp, Constant Contact, or your booking system’s email feature can do the trick for small businesses.

The key point is: have a system. By templating and automating, you ensure consistency (every customer gets asked the right way) and save time.

You or your staff won’t have to manually compose emails during your busy workday – it’s handled. Just be sure to monitor responses and stop emails to anyone who already reviewed or who opted out.

Automation also lets you consistently take advantage of every review opportunity without fail. Many businesses see their review counts stall simply because they forget to ask all customers. A template + automation solves that.

Of course, always review your automated emails periodically to make sure they still feel personal and up-to-date, and test that the links work. With a dialed-in template, you’ll be generating a steady stream of reviews on autopilot.

5. Follow Up (Gently) if There’s No Response

As noted earlier, following up can significantly improve your overall conversion rate on review requests. People have good intentions, but emails get buried or forgotten.

That’s why it’s a good strategy to send a reminder email if a customer hasn’t clicked your review link after a few days. Keep the follow-up brief and polite – you’re just giving a nudge, not scolding them.

In your follow-up, it’s smart to reference the initial request in a friendly way. For example: “Hi Maria – just touching base in case you missed our earlier email. We’d still love to hear about your experience at [Business Name] when you have a moment.

Here’s that review link again: [LINK]. Thanks again!” This kind of message acknowledges they might have simply overlooked the first email. It comes across as caring rather than pushy.

Timing the follow-up: sending it about 2 to 3 days after the first email is a common sweet spot. If your first email went out on a Monday, a Thursday reminder could work.

You don’t want to wait too long (or the customer will assume it’s not important), but you also don’t want to pester them the very next day. One follow-up is usually enough; at most, you might do two (spread a week apart), but beyond that starts to verge on spammy.

Crucially, keep the tone appreciative and understanding. Perhaps include a line like, “We know you’re busy, but if you could spare a minute…”. And definitely thank them at the end for considering it.

An expert from a reputation management firm says, “A gentle nudge — not a spammy second ask — often increases review response rates without annoying the customer.” This encapsulates the goal: gentle, not nagging.

Also, make sure your follow-up goes only to those who haven’t responded. If you’re doing this manually, cross-check who already left a review or replied. If you’re automating, your system might handle that (or you may need to export a list of non-responders).

Never send a follow-up to someone who already wrote a review – that would come off as careless and could irritate a customer who feels they already did you a favor.

When done right, a follow-up email can bump up your review yield considerably. Many customers will actually appreciate the reminder. Just strike that balance – you’re reminding, not harassing. One friendly reminder can boost your reviews, but repeated aggressive emails will hurt your brand. Use wisely.

6. Optimize Your Review Request Emails for Mobile Users

Here’s a statistic to remember: Most people read emails on their smartphones. That means your review request email needs to be mobile-friendly. In practice, this has a few implications:

Keep the content short and upfront: On a small screen, a long email will get cut off or require a lot of scrolling. As we discussed, your email should be brief anyway.

Put the most important text (the ask and the link/button) toward the top. On mobile, especially, subject lines and first lines of the email preview matter – make them count.
Avoid large images or clutter: An email full of big images, logos, or dense text can display poorly on mobile. It might also get clipped by email apps.

Use a simple, clean format. If you have a logo or header, make sure it’s scaled for mobile. It’s often best to stick to mostly text for a quick review email, possibly with a small image or your logo if it’s not too distracting.
Use a legible font and size: Ensure the font in your email is easy to read on a phone without zooming. Most email marketing tools have responsive templates; if coding yourself, choose at least 14px font size for body text.
Big, tappable buttons: If you include a “Leave a Review” button, make sure it’s large enough to tap with a thumb and there’s space around it. Nobody wants to try to tap a tiny link on their phone.

Alternatively, a plainly visible hyperlink (e.g., a full URL or a clearly marked link text) can work, but buttons often stand out more.
Test the link on mobile: Before sending out your template to lots of customers, send a test email to yourself and try clicking the review link from your phone. Does it open the right app or website?

For instance, a Google review link should ideally open the Google Maps app or mobile site to the review dialog. A Yelp link should open the Yelp app if installed. If it doesn’t, you might need to adjust (sometimes using a shortened Google link or a different format can help mobile behavior).
Mention the quickness: You can subtly remind customers that leaving a review on mobile is easy. For example: “You can even do it from your phone – it takes 30 seconds.”

This plants the idea that they don’t need to wait until they’re at a computer. Many will click the link straight from their mobile email and type a quick review then and there.

In summary, ensure your emails are short, direct, and mobile-friendly. By optimizing for mobile readers, you capture customers in the moment – e.g., a customer might see your email pop up while they’re relaxing after dinner and tap the review link immediately.

If your email was too long or not mobile-optimized, they’d likely close it and maybe never return. Given how ubiquitous smartphone use is, this strategy is a must for maximizing engagement.

7. Respect Compliance and Opt-Out Rules

This strategy is less about getting more reviews and more about maintaining trust and staying out of trouble: always comply with email regulations and platform policies. We already noted not to offer incentives (platform policy) and to have consent (email law). To reiterate:

Only email customers who have opted in or given you their email for communication. In many jurisdictions, sending commercial emails without permission is illegal.

Laws like the CAN-SPAM Act (USA) and TCPA (for texts in the USA), and anti-spam laws in other countries, require that recipients have agreed to receive emails. If you maintain a mailing list, it should be clean and compliant.
Include an unsubscribe link in your emails. CAN-SPAM mandates that any marketing email contains a clear way to opt out. Review request emails can fall under “marketing” in many cases, so you should have a small footer saying “Click here to unsubscribe from these emails” or similar.

If you’re sending one-off personal emails it might not be required, but it’s best practice to give an opt-out regardless. Customers will trust you more when you give them control.
Honor unsubscribe requests promptly. If someone opts out, remove them from further review requests (and other mailings). Continuing to email someone who opted out not only risks legal penalties but will anger the customer – certainly not good for earning positive reviews!
Know platform guidelines: Different review platforms have their own rules for solicitation. Google allows and even encourages asking for reviews (as long as you don’t only ask happy customers or offer incentives).

Yelp, on the other hand, has historically discouraged businesses from directly asking for Yelp reviews (they prefer “organic” reviews). TripAdvisor has guidelines as well. Be aware of these nuances.

Generally, asking for feedback is fine, but if a platform explicitly says “don’t ask for reviews on our site,” you may need to adjust your approach (perhaps asking generally for feedback and not specifying that platform).
Avoid “review gating”: As mentioned, do not only funnel happy customers to public reviews while shunting unhappy feedback privately. This practice, known as review gating, violates Google’s terms and can lead to removal of reviews.

It’s okay to ask for feedback and address concerns, but you should also ask every customer to consider leaving a review, not just the ones you think will be positive.
Privacy and data security: Use customer emails responsibly. Don’t share them with third parties without consent, etc. While this isn’t directly about reviews, a privacy breach could destroy customer trust (and lead to scathing public reviews). So handle contact info with care.

Following the rules isn’t just about avoiding fines – it’s about showing customers that you respect their preferences and privacy. When customers trust you to contact them appropriately, they’re more likely to engage with your emails and feel positive about your brand.

On the flip side, one ill-timed or unwanted email can turn a happy customer into an annoyed one who definitely won’t review you (or might leave a negative comment about spam).

As the saying goes, “With great power (to email customers) comes great responsibility.” Use that power ethically and you’ll build goodwill that ultimately translates into more and better reviews.

8. A/B Test and Refine Your Email Approach

If you want to continuously improve your review acquisition rate, apply some basic A/B testing to your emails. This means trying out small variations to see what resonates best with your audience. Over time, testing can reveal the optimal way to ask for reviews for your specific customers.

Some elements you can experiment with:

Subject Lines: The email subject is critical – it determines whether the customer even opens your message. Try different phrasing and tones. For example, one subject might be “How did we do? Let us know!” vs. another that’s “Got a minute to help us improve, [Name]?”.

You could also test more straightforward ones like “Review request – Your feedback matters” vs. something more personal like “[Name], a quick favor?”. Track open rates to see which gets more people to click open.
Email Sender Name: Does it work better coming from “Company Name” or from an individual’s name (e.g., “Jenny at Company”)? Test it. Some customers respond more to a human name.
Email Body Tone: Formal vs. casual – which fits your clientele? You could test a version of the email that’s very upbeat and informal against a version that’s polite and professional. See which gets more clicks on the review link.
Call-to-Action Wording: Try variations like “Leave a Review,” “Share Your Feedback,” “Tell Us What You Think,” etc. A/B testing different CTA buttons or link text can show which phrasing prompts more action.

For instance, one business found that “Help others by sharing your feedback” as a subject or CTA appealed to customers’ sense of helping, resulting in more reviews.
Timing and Days: You might test sending emails at different times of day or different days of the week. Perhaps an evening email when people are off work gets more responses than one sent mid-morning.

Or maybe Monday vs. Friday has a difference. Over a large number of emails, patterns can emerge.
Follow-up vs. none: You could also test if the follow-up email truly increases responses for your audience. (Chances are it will, based on industry data, but testing will quantify it for you.)

When doing A/B tests, change one element at a time and gather enough data to be confident in the result. Many email platforms have built-in A/B testing tools to split your list and measure open or click rates. If doing manually, just alternate and track outcomes in a spreadsheet.

By using testing, you take the guesswork out of crafting your emails. For example, you might discover that adding the customer’s first name in the subject line increases open rates by 10%, or that emails with the subject “Quick question” get opened more.

Maybe including an emoji in the subject (if appropriate for your brand) improves visibility. Every audience is different, so what works generally might not be optimal for your specific customer base – testing lets your customers tell you what they prefer.

The end goal is to refine your approach to maximize conversions (i.e., completed reviews). Even small gains – a few extra percentage points of customers who follow through – can significantly boost your total review count over time.

Continuously learning and improving will ensure your email strategy stays effective and ahead of the curve.

9. Include Review Requests in Thank-You and Other Routine Emails

Another clever strategy is to integrate your review ask into other emails you’re already sending, rather than always sending a dedicated standalone request.

For example, if you typically send a “Thank you for your purchase!” email or a “Your service is complete” email, that email can double as a review request vehicle. Simply add a line or button in the thank-you email inviting them to share feedback.

This approach has a few advantages:

The customer is already expecting or opening that email (since it has their receipt, order details, or follow-up info), so they’re more likely to see the review request in it.
It doesn’t feel like an extra step; it’s part of normal communication.
You consolidate emails so the customer isn’t getting too many separate messages from you.

For instance, a dental office might email a patient after an appointment with care instructions or a thank-you note. At the bottom of that email, they could include: “P.S. We value your opinion – if you have a moment, please let us know how we did by leaving a review [link].”

A retail store might send an order confirmation or delivery confirmation email and include a “Tell us about your experience” section with a review link. A restaurant could email the receipt and add, “Loved your meal? Let us know on Yelp [link].”

Google actually encourages businesses to “Include [the review link] in thank you emails” to customers. This is a best practice that aligns with normal customer service. The request feels like a natural extension of concluding the transaction.

The key is not to make the customer jump through extra hoops. If they’re already reading your email about something else, a one-click call-to-action for a review can capture impulsive feedback right then and there.

It might catch some customers who would ignore a separate “please review us” email but don’t mind clicking a quick link when they’re already engaged with your content.

Do ensure that, even in these multi-purpose emails, the review ask stands out enough to be noticed (without overshadowing the main purpose). A button or a bolded line in the footer can work. Also, phrase it politely since the email wasn’t primarily about asking for a review.

By leveraging existing touchpoints with the customer, you maximize opportunities without over-communicating. Many successful local businesses make the review request part of their standard post-transaction workflow.

For example: finish service -> send thank-you/receipt email -> that email contains a gentle review invite. It’s efficient and effective.

10. Train Your Team to Mention Reviews (Priming the Email Ask)

We touched on this in preparation, but it deserves reiteration as a strategy: your staff can play a big role in boosting email review responses.

When your team interacts with customers in person or on the phone, encourage them to mention reviews in a friendly manner. This works as a one-two punch with your email: the personal ask followed by the digital prompt.

For example, a receptionist at a clinic can say as the patient leaves, “We’ll email you a link to a short feedback survey – we’d appreciate it if you could share your thoughts.” A store clerk could say, “Keep an eye out for an email from us – we love hearing how we did!”

Even more directly, “If you enjoyed your experience, a review would really help us out – you’ll get a link in your email.” This sets the expectation and plants the idea in the customer’s mind.

Why is this effective? Because a verbal, human request adds a personal touch and accountability. The customer might think, “Oh, Julie from the shop asked me to review, I’ll do it to help her out,” as opposed to just an impersonal email from a system.

It also assures them that the email isn’t spam – since it was mentioned, they’ll recognize it and are less likely to ignore or delete it.

Training your employees on how and when to mention reviews is important. They should do it at a moment of positive engagement (e.g., when the customer is smiling and saying thank you, that’s the time to bring it up). It should be a quick, polite mention, not a hard sell.

Even something like, “We appreciate feedback – you might get a message asking for a review, and it’d mean a lot if you could let us know how we did,” works nicely.

By doing this, you essentially “prime” the customer for your email. When the email arrives, they recall the conversation and feel almost a personal obligation to follow through. It combines the warmth of personal interaction with the convenience of email.

Additionally, if you have on-site signage (like a small sign at the counter that says “We’d love your feedback – look for an email from us!” or a QR code card), those can reinforce the message. But human-to-human is the strongest.

Make sure your team understands the importance of reviews to the business so they feel motivated to ask. You can even set internal goals or celebrate when new positive reviews mention staff by name – that encourages them to keep asking.

In summary, teamwork makes the dream work here: the synergy of staff mentions plus automated email follow-ups can dramatically increase your review yield. Customers will see that from top to bottom, your business cares about their feedback.

Email Templates for Customer Review Requests (Examples & Tips)

Having a few go-to email templates for customer review requests will save you time and ensure consistency. Below, we’ll outline the key elements every good review request email template should include, and provide a general example. Remember to customize these templates with your business’s personality and specific details for each customer.

Key elements of an effective review request email template:

Subject Line: Keep it concise and action-oriented. Good examples: “How was your experience at [Business]?”, “Quick favor: share your feedback”, or “Thank you – please help us improve”.

Include the customer’s first name if possible for a personal touch (e.g., “John, tell us what you think?”). The subject should hint at feedback or a question, piquing curiosity without sounding like spam.
Greeting: Start with a friendly salutation using the customer’s name. E.g., “Hi [Name],”.
Thank You and Context: In the first sentence, thank them and remind them who you are, if not obvious. For example: “Thank you for visiting [Your Business] last week” or “Thanks for choosing us for your [service/product].”

Identify the specific transaction: “I hope you’re enjoying your new [product]” or “It was a pleasure helping you with [service] on Tuesday.” This shows it’s not a mass email – it’s about their experience.
The Ask: Clearly ask for the review. Be polite and somewhat open-ended: “Would you be willing to share a quick review of your experience?” or “We’d love to hear your feedback in a review.”

Emphasize it’s quick: “It only takes a minute, and it helps us a lot.” If your template is generic, you might say “whether you had a fantastic or not-so-great experience, we want to know – your feedback is valuable”.
Review Link/Button: Immediately after the ask sentence, provide the link. Many templates include a call-to-action like a button: [Leave a Review]. If not a button, a clickable link like “Leave your review here.”

Make sure it’s clearly visible (on its own line or a standout button). In text-only templates, you might just paste the full URL with a prompt (though that can look messy – hyperlinking a word or using a button is cleaner).
Closing and Signature: End with a courteous close. For example: “Thank you so much, and we look forward to hearing from you!” Then sign off with your name and role, e.g., “Sincerely, [Your Name], [Your Position] at [Business].” Using an actual name (owner/manager or someone they interacted with) adds credibility.

Optionally, you could add a line after the signature about if they have any issues to reply directly (this can catch negative feedback privately). But keep it brief.

Here’s an example of a generic review request email template incorporating these elements:

Subject: Quick Feedback Request – Help us improve, [First Name]?

Hi [First Name],

Thank you for choosing [Your Business] for your recent [service/product]. We hope everything was to your satisfaction! Now, we’d love to hear your thoughts. Would you take a moment to leave us a review? Your feedback helps us improve and helps other customers make informed decisions.

[Click here to leave a review] 🡢 (link to your review page)

It should only take a minute, and it would mean the world to us. Thanks in advance for sharing your experience!

Sincerely,
[Your Name]
[Your Position], [Your Business]

In this template:

The subject is personal and hints at a request (note the inclusion of the first name and the word “improve”).
The body greets by name, thanks them, identifies the business and service, and politely asks for a review.
It explains why their review is helpful (to both the business and other customers).
The review link is on its own line with a clear call-to-action.
There’s a reassuring note that it’s quick.
Closes with gratitude and a real name.

Feel free to modify the tone based on your brand. For a playful brand, you might be more casual. For a luxury service, more formal. Always double-check for spelling, the correctness of the placeholder (e.g., that [First Name] swaps out properly in your mail merge), and that the link works.

Adapting templates for different industries: The fundamentals remain the same, but you can tweak wording:

For a restaurant or hospitality: Mention their visit or stay. E.g., “hope you enjoyed your dinner/stay with us.”
For a service business (plumber, salon, etc.): Reference the job done. E.g., “It was a pleasure helping you with [issue]. I hope everything is working great now.”
For medical or sensitive services (doctors, clinics): Be considerate about privacy. For instance, one template for medical practitioners stresses “you don’t need to share personal details about your condition, just how you felt about the care you received”. This reassures patients they can review without disclosing private info.
For a repeat customer or long-time client: Thank them for their loyalty and invite feedback perhaps comparing to past visits.
For new customers: You might say you’re especially eager to hear how their first experience went.

The tone can also change: a hip coffee shop might use a light-hearted tone (“Did we perk you up? Let us know!”), whereas a law office would be more formal (“We appreciate your time in sharing a brief review of our services.”).

Using multiple templates: It’s wise to have a few versions. For instance:

A “Recent Customer” template (used within a day or two of service) might say “While your experience is still fresh, please let us know what you thought…”.
A “Older Customer” template (for someone who visited a while ago, if you’re catching up on review requests) might open with “It’s been some time since we last saw you at [Business]. We hope you’re doing well! We’d still love to hear about your experience…” followed by the ask.
An industry-specific template (like BrightLocal’s examples for hospitality, service-area businesses, medical, etc. as we saw) that uses jargon or scenarios relevant to that field.

Tip: Always test-send your template to yourself (and view on both desktop and mobile email) to make sure formatting is good and links work. Also, periodically update the template language so it doesn’t get stale or if your business focus changes.

Frequently Asked Questions (FAQs)

Below are some common questions businesses have about using email to get more local customer reviews, along with concise answers:

Q.1: How soon after a purchase or visit should I send a review request email?

Answer: Ideally within 24–48 hours after the customer’s visit or transaction. While the experience is fresh, customers are more likely to respond. Sending the same day or next day is often most effective.

Promptness is key – the longer you wait, the less interested or the more forgetful the customer may become about providing a review.

Q.2: What should I avoid when requesting a review via email?

Answer: Avoid anything that makes your request seem impersonal or unethical. Do not send generic, mass-text emails with no personalization, and double-check for spelling or grammar errors and broken links (these look unprofessional).

Also, do not offer incentives (discounts, gifts) in exchange for reviews – this is against the guidelines of most review platforms and can get you in trouble. In short, avoid being spammy, sloppy, or sleazy. Keep it genuine and straightforward.

Q.3: How do I ask for a review without sounding pushy?

Answer: Keep the tone conversational and customer-focused. Instead of making demands, frame it as a favor and express appreciation for their time. For example, “It would help us a lot if you could share your feedback” comes off much better than “You need to leave us a review.”

Emphasize that their review will help others or help you improve, which makes the request feel more collaborative than self-serving. And of course, be polite and thank them for considering it.

By making the email about them (their experience, their voice) and not just about boosting your ratings, you won’t come across as pushy.

Q.4: Where should I direct customers to leave reviews?

Answer: Focus on the platforms that matter most for your business – typically those with high visibility in your area or industry.

Commonly, this means Google (Google Business Profile reviews show up in Maps/Search), and possibly Yelp, Facebook, or industry-specific sites (like TripAdvisor for tourism, Zomato/OpenTable for restaurants, Healthgrades for medical, etc.).

It’s a good practice to have a Google review link at minimum, since Google reviews help with local SEO. If you want reviews on multiple sites, you can either rotate requests or politely ask in the email if they’d like to share on one of a couple of options (but don’t overwhelm with too many choices).

The key is to use the platform where your business has the most visibility and where prospective customers are likely to look first.

Q.5: Should I ask every customer for a review?

Answer: You should welcome feedback from as many customers as possible, but with some nuance. It’s generally a good idea to invite all customers to review (so you’re not cherry-picking only happy ones – which violates certain platforms’ rules).

That said, you might time your request to moments of high satisfaction. If you know a customer is unhappy, you can first address their issue before encouraging a review. As a strategy, cast a wide net: businesses find that if you ask more people, you get more reviews overall.

However, don’t spam frequent customers by asking after every single purchase in a short period – that can annoy them. Use judgment: for instance, a dentist might ask for a review after major treatments, but not every routine cleaning.

According to experts, you don’t need to ask after every tiny interaction; focus on meaningful moments and happy customers (without explicitly excluding others).

Q.6: Are there legal restrictions when sending review requests via email?

Answer: Yes. Email communications must comply with anti-spam laws. This means you should have the customer’s consent to email them, provide an unsubscribe option, and include identifying information in the email.

In the U.S., for example, the CAN-SPAM Act requires commercial emails to have an unsubscribe link and a valid business address, and you cannot use misleading subject lines. Other regions have their own laws (like CASL in Canada, GDPR in Europe, etc.).

Additionally, if you were sending SMS requests, the TCPA in the U.S. mandates explicit opt-in for texts. In summary, ensure customers have opted in to receive emails, and always give them a way to opt out.

As for the review task itself, it’s allowed on most platforms as long as you aren’t incentivizing or filtering for only positive feedback. But always check the latest guidelines of the platform and the laws in your country.

When in doubt, a quick consult with those regulations (or a legal advisor) can clarify things. Following the rules keeps your reputation intact and avoids any potential fines.

By adhering to these best practices and tips, you can confidently use email to gather more customer reviews and build a stronger local presence for your business. Remember, at the heart of this effort is providing great service and valuing your customers’ opinions.

When customers feel heard and appreciated, they’re happy to share their experiences. Good luck, and may your inbox be filled with notification of new 5-star reviews!

Conclusion

Leveraging email to get more reviews from local customers is a smart, cost-effective strategy that any business can implement. By sending timely, personalized review requests via email, you make it easy for happy customers to share their experiences and for your business to increase its local customer feedback and online reviews.

We’ve covered how important reviews are for earning trust and improving search visibility, and how email – being a preferred communication channel for many – provides a direct line to capture those valuable reviews.

To recap, start by delivering an excellent customer experience, as that’s the foundation for positive reviews. Then, collect customer emails (with permission) and strike while the iron is hot: email customers soon after their visit, ask for their feedback in a courteous, concise way, and provide a direct link to your review page.

Use the tips and templates we provided to craft messages that are friendly, professional, and on-brand for any business – be it a restaurant, dental clinic, retail shop, home services contractor, or beyond.

Remember to follow up with a gentle reminder if needed, and always adhere to ethical guidelines (no bribing for reviews, no spamming customers). Over time, consider automating your email review requests and continuously refining your approach with A/B testing for best results.

Also, encourage your staff to mention reviews and incorporate requests into existing communications, so the process feels natural and integrated into your customer service culture.

By consistently applying these email strategies, you’ll steadily boost your local business’s reviews. More importantly, you’ll gain insights from customer feedback that can help you improve your operations and customer satisfaction even further.

Every new review is not just a rating – it’s a conversation with your customers and a building block of your reputation.

In the end, businesses that listen to and engage with their customers are the ones that thrive. Email is a powerful tool to facilitate that engagement. So go ahead – start sending those friendly review request emails and watch your local reviews grow.

Here’s to seeing your business with a shining collection of reviews and a loyal customer base that helped put them there! Happy emailing, and happy reviewing.