A good review collection rate is typically above 5% — most REVIEWS.io customers who send invitations regularly see conversion rates between 3% and 6%. If you're below that benchmark, or simply want to collect more reviews, these steps will help.
1. Get your send timing right
The default invitation delay in Flow Sequences is 7 days after an order reaches its trigger status. This is a good starting point, but the best timing depends on your product type:
Fast-use products (consumables, digital goods): 3–5 days
Standard physical goods: 7–14 days
High-consideration items (furniture, appliances): 14–21 days
⚠️ If you have delays set in both your Flow and your Country Settings, they stack together. A 7-day Flow delay plus a 7-day Country Setting delay means invitations arrive 14 days after the trigger — double-check your combined delay in Invitations >> Flow Sequences.
To adjust your send delay, go to Invitations >> Flow Sequences and edit the Time Delay block at the start of your flow.
2. Add a follow-up reminder
Many customers intend to leave a review but forget. A single follow-up email — sent 5 to 7 days after the initial invitation — consistently improves collection rates without feeling intrusive. To set this up, use a Yes/No condition in your Flow: if no review has been submitted, send a second reminder.
See: Flow - Follow Up Review Requests via Email or SMS for step-by-step instructions.
3. Use SMS for higher open rates
SMS invitations typically achieve significantly higher open rates than email. If you have a customer's phone number, consider adding an SMS step to your Flow — either as the primary invite or as a follow-up channel if the email goes unopened.
You can send one-off SMS invitations manually using the Quick Invite tool under Invitations >> Quick Invite, or automate them as part of a Flow Sequence.
4. Collect reviews from offline customers
If you serve customers in person, or handle orders outside your ecommerce platform, you have two options:
In-Store Review App: Generate a QR code or shareable link from your dashboard under Collection >> In-Store App. Customers scan the QR code on-site to leave a review immediately.
CSV upload: Import offline customer order data via CSV to trigger review invitations the same way as online orders.
5. Brand your collector page
When a customer clicks 'Write a Review' in your invitation email, they land on your collector page. A generic or unbranded page erodes trust and increases drop-off. Customise it to match your brand under Collection >> Collector Page — update colours, logo, and the wording of your review prompts.
6. Keep your invitation emails out of spam
Even a well-timed, well-designed invitation is useless if it lands in spam. Common causes and fixes:
Domain not verified: check your dashboard homepage for a domain verification warning — unverified domains block all sending.
Billing lapsed: missed payments silently pause invitation sending. Confirm your payment details are up to date.
Spam filter sensitivity: if recipients consistently report emails landing in spam, consider switching to dynamic links so customers click from a trusted email (e.g. your own Klaviyo flow) rather than a REVIEWS.io-sent email.
7. Prioritise verified buyers
Focus your invitation quota on customers who have actually purchased — verified reviews carry more weight in Google and build more trust with shoppers. Use conditional splits in your Flow to filter out contacts who haven't completed a qualifying order before an invitation is sent.
What counts as a good conversion rate?
A conversion rate above 5% is strong. Most customers collecting regularly land between 3% and 6%. Rates vary by industry — high-ticket or niche products often see lower rates, while brands with strong post-purchase email engagement tend to do better. If you're consistently below 3%, start with timing, follow-ups, and spam deliverability — these three factors drive most of the difference.