With nearly 9 out of 10 consumers reading reviews before making a purchase, it’s no wonder brands are prioritizing their customers’ feedback. Customer reviews and ratings have enormous influence, not only in terms of purchase behaviors but also perceptions of the brand. 

The good news is, there are several ways to gather feedback from your buyers, so you can provide prospective customers with valuable insights they need to do business with you. It’s a smart way to learn more about existing customers’ experiences, as well as grow your business with new or similar audiences.

Here’s how to get more customer reviews and ratings to support your brand’s initiatives.

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One of the best times to ask for reviews from your customers is right after they receive an item or pay you a visit. If you happen to have your customers’ email addresses, then you can do this by sending a follow-up email. Be sure to thank recipients and then request a review on Google, Yelp, your website, or any other third-party sites by including links. 

Here’s an example of a follow-up email sent from a spa to its customers:


As you can see, emails can be simple and straightforward without flashy design elements. After all, the main goal is to get the customer reviews, so it’s best not to offer too many distractions. Another option is to combine the rating and review functionality, like Target does in their follow-up emails:


Direct Mail

If you don’t have email addresses, or you’re looking for an additional way to reach out for customer reviews, then consider direct mail. Clearly, you’ll need your customers’ mailing addresses for this approach, but mailboxes may be less crowded these days than inboxes. Send a simple postcard asking for a customer review on your website, Google, or Amazon by including links. Alternatively, include a QR code that customers can scan with their phone and go directly to the site where you’re requesting their reviews. 

Here’s a clever example of direct mail that not only asks for a customer review but also rewards the action:


The postcard clearly details each step in the process, so it (hopefully) removes any barriers to completion.

While you can send direct mail right after a purchase or visit, you can also distribute these in the packages being shipped to customers or in the bags you give shoppers when they buy an item at your physical location. 

Become One of The Highest Paid Digital Marketer

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Special Offers 

As shown in the previous section, another way to get more customer reviews and ratings is to reward the action. In the direct mail example, the brand offered a free product in exchange for the feedback. Rewards can be a powerful motivator for your customers, so if you have the budget then you may want to consider this extra incentive, such as:

  • Free product or service
  • Discount code toward future purchase
  • Entry into a contest (to win a $1,000 shopping spree or $500 gift card, for example)

Here’s an example of an email offering an incentive in exchange for customer reviews:


Social Media

If your brand leverages social media, then it can be a valuable opportunity to ask for reviews. Whether through direct messages to individual customers, or with content you publish to the regular newsfeed, you can take advantage of your social media connections to request honest feedback from customers in your social media communities. To sweeten the pot, you could mention some reviews may be shared on your social media accounts, which can be an exciting proposition for buyers who don’t mind the attention. 

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If you want to learn how to get more customer reviews and ratings, then try out one of these suggestions. Whether you choose email, direct mail, social media or add on a special offer, you can see if the approach helps you acquire more feedback. If not, then try one of the other strategies to see if you get more traction. 

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About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

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