Trigger Email: Asking for Customer Reviews & Video Reviews

A while back I blogged about a Webinar I attended presented by Lauren Freedman of The Etailing Group and Power Reviews in which Power Reviews’ Jay Schaffer provided some tips and examples from retailers on how to ask for customer reviews post-purchase.

I was recently forwarded this email from Amazon calling for customer reviews – not just textual, but customer photo and video reviews.

Dear {customer},
Thank you for your recent purchase from

We invite you to submit a review for the product you purchased or share an image that would benefit other customers. Your input will help customers choose the best products on

It’s easy to submit a review–just click the Review this product button next to the product.

Flip Video Ultra Series Camcorder, 60-Minutes (Black) (Purchased on 06/03/2008)
by Pure Digital

…or share an image.

New on Amazon! Grab your video camera or webcam and add video to your customer review. Click on ‘Review this product’ above to upload a video or find a different product to review.

Need help?

If clicking the button above doesn’t work, you can review your product by following these simple steps:

Go to and navigate to the product.
In the “Customer Reviews” section, click the “Create your own review” button.

We hope you found this message to be useful. However, if you’d rather not receive future e-mails of this sort from, please opt-out here.

Please note that product prices and availability are limited time offers and are subject to change. Prices and availability were accurate at the time this newsletter was sent; however, they may differ from those you see when you visit

(c) 2008, Inc. or its affiliates. All rights reserved. Amazon, and the logo and 1-Click are registered trademarks of, Inc. or its affiliates., 1200 12th Ave. S., Suite 1200, Seattle, WA 98144-2734.

Reference 9702130

Please note that this message was sent to the following e-mail address:

Here’s what Amazon does right:

  • Thank customer for the purchase.

  • Mention submitting a review benefits fellow customers.
  • Give clear directions how to participate.
  • Give options – text, images or video.
  • Show an image of the product to jog the memory.
  • Offer a plan B if the link malfunctions for whatever reason.
  • Offer an opt-out of future review requests.
  • Remind customers that prices are subject to change, so they don’t feel jilted when the item is $5 cheaper than when they bought it.

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12 Responses to “Trigger Email: Asking for Customer Reviews & Video Reviews”

  1. The problem is that, not only does Amazon get it right, they want to be the only ones who get it. A competitor of ours sells an add-on product to send emails out X days after the sale. Amazon came after him, claiming they have a patent on the process of sending an email to request a customer review.

    Yes, their email definitely gets it right – but they can be so darn annoying with their “patents”.

  2. @ Miva,

    Verrrry interesting…

    I also saw another BIG name brand using a “Sign up for 1-Click” on their product pages – and I thought, does Amazon know about this? As far as I know this retailer/brand is not partnered with Amazon.

    I’m very surprised that a patent would be granted for that. That’s like saying I’m going to patent free overnight shipping during the holidays. If anyone has a link to this patent I’d be very interested in seeing it :)

  3. I’m very surprised a patent is issued for lots of things. I’m sorry I don’t have a reference for you. I’d be interested in reading it.

  4. [...] you, for instance, repurpose content from one tool or channel for the other? Both Chad White and Linda Bustos, for example, recently explored how customer reviews and email can complement each [...]

  5. [...] Ask for video reviews and customer photos (to show the product in action). [...]

  6. [...] reviews can include user generated photo, video, can be posted on blogs, and even condensed into short summaries for the [...]

  7. Now any webmaster can have this same feature as Amazon and use customer video reviews on their site using

  8. mary says:

    amazon has been going for a long time now and is very good. i have usedmit many a time.
    more trustfull and one not to be missed.
    keep up the good work

  9. [...] high enough. Remember, you may have a different type of customer, and you can be proactive in asking for customer reviews, among other ways to encourage them. I’m only illustrating that few participate in community [...]

  10. [...] conversion like unusual shaped cart buttons, delivery cut-off dates, customer reviews, mobile apps, triggered email or point-of-action assurances, I chose today to focus on 5 strategic things Amazon does really [...]

  11. I don’t believe you can patent an email process, i’d also be interested in seeing this patent, and if it did exist, where in the world it was implemented, and in reality, exactly how infringing use could be tracked.

    We use a system for our store from that automates review email requests amongst other tasks – no emails from Amazon yet:)

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