# Post-Purchase Reviews: Automate Review Request Emails

> Automate post-purchase review requests by email: send 5 to 10 days after delivery, schedule through an API, and keep transactional and marketing apart.

Source: https://pidgely.com/blog/post-purchase-and-review-emails/ · Published: 2026-10-18 · Updated: 2026-11-09 · Pidgely

Your store's post-purchase flow starts **after** the transactional order emails (confirmation, payment, shipping) and has two to four emails: a how-to or thank-you right after delivery, a **review request 5 to 10 days after delivery**, a complementary product recommendation, and, for products that run out, a replenishment reminder. The most common mistake is asking for a review before the product arrives; the second is stuffing the order confirmation with promotions.

Here's what to send, when, and how to keep transactional and marketing apart. For the order emails that come before this flow, see the [Gmail and Yahoo bulk sender requirements](/blog/gmail-yahoo-bulk-sender-requirements/): review requests with offers are marketing and need one-click unsubscribe.

## Why post-purchase is worth the effort

A customer who just bought trusted you once. They know the store, they know delivery works and they have fresh experience with the product. It's the best moment to:

- **Reduce regret and returns** by explaining how to use, care for or assemble the product.
- **Collect real reviews** that help the next shoppers decide.
- **Start the second purchase**, usually the hardest step in a customer relationship.

## The post-purchase timeline

| Moment | Email | Type |
|--------|-------|------|
| Order placed | Order confirmation | Transactional |
| Payment captured | Payment confirmed | Transactional |
| Shipped | Shipping with tracking link | Transactional |
| Delivered | Thank-you + how-to | Transactional (no offers) |
| 5 to 10 days after delivery | Review request | Light marketing |
| 15 to 30 days | Complementary product | Marketing |
| Product cycle | Replenishment reminder | Marketing |

The first three have their own guide: [order confirmation and shipping emails](/blog/order-confirmation-shipping-emails/). This one covers what comes after.

## Delivery email: say thanks and help them use it

When the carrier confirms delivery, send a short, useful email. Not a catalog.

```text
Subject: Your order arrived: getting the most from your {{product}}

Hi {{first_name}},

Order #{{number}} was delivered. A few tips:

- Wash cold before first use.
- Sizing and returns: {{returns_link}}
- Something wrong? Reply to this email, a person reads it.
```

Being clear about returns doesn't increase them; it reduces friction and support tickets.

## How do you automate post-purchase review requests by email?

Schedule the request when your store reports the delivery, and cancel it if something goes wrong with the order. In order:

1. Create the review email as a template with variables (`first_name`, product, review link). See the [templates guide](https://docs.pidgely.com/guides/templates/).
2. In your backend, listen for the delivery event from your platform (webhook or periodic check).
3. Schedule the email through the Pidgely API with `scheduled_at` set to 5 to 10 days after delivery, and save the returned `id`.
4. If the order is returned or a support ticket opens, cancel the scheduled email.
5. Send one `Idempotency-Key` per order, so a retry never sends two emails.

Example, a request scheduled 7 days after delivery (store, product and link are made up; send from a verified domain):

```bash
curl -X POST https://api.pidgely.com/emails \
  -H "Authorization: Bearer $PIDGELY_API_KEY" \
  -H "Content-Type: application/json" \
  -H "Idempotency-Key: review-order-8841" \
  -d '{
    "from": "Example Store <hello@examplestore.com>",
    "to": "ana@example.com",
    "subject": "How do you like your Light Runner shoes?",
    "html": "<p>Hi Ana, your order arrived a week ago. How do you like the Light Runner (size 8)?</p><p><a href=\"https://examplestore.com/review/8841\">Leave a review</a></p>",
    "scheduled_at": "in 7 days"
  }'
```

The response carries the email `id`. To cancel while it hasn't been sent, call `POST https://api.pidgely.com/emails/{id}/cancel`. Because a review request with an offer is marketing, send it on the marketing stream (see [transactional vs marketing streams](/blog/transactional-vs-marketing-streams/)).

## Review requests: timing is everything

Ask **after delivery**, once the customer has had time to use the product:

| Product type | When to ask |
|--------------|-------------|
| Apparel, accessories, simple electronics | 5 to 7 days after delivery |
| Skincare, supplements, food | 2 to 4 weeks after delivery |
| Furniture, anything to assemble | 1 to 2 weeks after delivery |
| Gifts | Maybe never (the recipient isn't the buyer) |

### How to write it

- **One product per email**, or at most the order's items, with images.
- **One question**: "How do you like your {{product}}?" with clickable stars that open the form.
- **Say what happens with the review**: it appears on the product page and helps others.
- **Welcome criticism.** A low rating should route to support first.

```text
Subject: How do you like your {{product}}?

Hi {{first_name}}, your order arrived a week ago.
Your opinion helps people deciding on the same product.

[★ ★ ★ ★ ★]

Takes less than a minute. If something went wrong,
reply to this email and we'll fix it.
```

### Incentives: careful

In the US, the [FTC rule on consumer reviews and testimonials](https://www.ftc.gov/business-guidance/resources/consumer-reviews-testimonials-rule-questions-answers) bans offering incentives conditioned, explicitly or implicitly, on a review expressing a particular sentiment. Review platforms have their own rules too. If you offer something, offer it for any honest review and say so.

## Cross-sell: the complementary product

Fifteen to thirty days after delivery, recommend something that **complements** the purchase, not the same item:

- Bought running shoes: technical socks, a bottle, a hydration belt.
- Bought a coffee maker: specialty coffee, filters, a grinder.
- Bought a dress: accessories from the same collection.

Category-based rules get the obvious pairings right without a recommendation engine.

## Replenishment reminders

For products that run out (pet food, coffee, skincare, supplements, contact lenses), the best repurchase email arrives **just before the product runs out**. Estimate the cycle from pack size and recommended use, or from the average time between orders among your own customers. More in [win-back and replenishment emails](/blog/win-back-and-replenishment-emails/).

> Never put offers, banners or coupons inside the order confirmation. It has to arrive fast and in the inbox; mixing marketing into it puts the most important email you send at risk.

## Keep transactional and marketing apart

This isn't only a legal distinction:

- **Transactional** (confirmation, payment, shipping, delivery, returns): goes to every customer, including those who unsubscribed from marketing.
- **Marketing** (review requests with offers, cross-sell, replenishment, coupons): only to people who agreed, with one-click unsubscribe.

Send them on separate streams: if a campaign draws complaints, your transactional reputation stays protected. The reasoning is in [transactional vs marketing streams](/blog/transactional-vs-marketing-streams/).

## Personalize by history

- **First order**: the goal is the second order; show more of the store.
- **Returning customer**: less introduction, more news from their favorite category.
- **Order with a problem** (delay, return): pause marketing until it's resolved.

More in [segment customers after a purchase](/blog/purchase-behavior-segmentation/).

## How to do it today with Pidgely

Connect [Shopify](/integrations/shopify/), [WooCommerce](/integrations/woocommerce/), [Nuvemshop](/integrations/nuvemshop/) or [VTEX](/integrations/vtex/) and Pidgely sends the order confirmation, payment approved, shipped (with tracking), delivered and cancelled emails automatically, in your brand. For the rest of the post-purchase sequence, you can:

- Send order emails through the API or the [SMTP relay](https://docs.pidgely.com/guides/smtp/), on the transactional stream.
- Schedule the review request with `scheduled_at` when your platform reports the delivery.
- Keep properties like "last order date" and "favorite category" on contacts and send cross-sell broadcasts to segments.
- Receive signed webhooks for deliveries, bounces and complaints to keep your list clean.

[Create a free account](https://app.pidgely.com/signup/) and connect your store to start with the order emails.

## Checklist

- Delivery email with how-to and returns policy, no offers
- Review requested after delivery, timed to the product type
- No incentive tied to positive reviews
- Complementary cross-sell at 15 to 30 days
- Replenishment reminder for products that run out
- Transactional and marketing on separate streams
- Marketing paused while an order issue is open

## Frequently asked questions

### When should I ask for a product review by email?

After delivery, not after purchase. For most products, 5 to 10 days after the delivery confirmation works: the customer has received and used it. For products that take time to show results (skincare, supplements), wait longer; for simple items, it can be sooner.

### How do I automate post-purchase review requests by email?

Listen for the delivery event from your store, schedule the review request with scheduled_at (for example 5 days after delivery), save the email id and cancel it if the order is returned. Use one Idempotency-Key per order so a retry never sends twice.

### Can I offer a discount in exchange for a review?

Never make the reward depend on a positive review. In the US, the FTC rule on consumer reviews prohibits incentives conditioned on a review expressing a particular sentiment, and review platforms have their own rules. If you offer anything, offer it for any honest review and say so clearly.

### Is a post-purchase email transactional or marketing?

It depends on the content. Thank-you notes, usage instructions and order information are transactional. Review requests with offers, cross-sell and next-order coupons are marketing and must respect consent and unsubscribes.

### How many post-purchase emails should I send?

Beyond the order emails themselves, two to four: a thank-you or how-to right after delivery, the review request, a complementary product recommendation and, where it fits, a replenishment reminder.