Ask for reviews 9-13 days after purchase - not before

Review request automations are often set to fire as fast as possible. Item delivered? Ping. Experience completed? Ping. The logic: the experience is fresh, they're probably happy, let's catch them now.

Research using field experiments found that early reminders backfire. A review request sent within 24 hours of completing a holiday actually reduced the number of reviews given compared to no reminder at all. The effect was especially pronounced among younger customers.

Why timing matters more than speed

Reminding someone to leave a review jogs their memory of the experience. If the experience is still raw and unprocessed, being pushed to evaluate it feels intrusive. People value their autonomy - being pushed to form an opinion before they're ready creates subtle resistance.

Wait until the experience or product has had time to settle. People need to have actually used the product, formed an opinion, and be ready to articulate it.

The window that works

For most products, the ideal window is 9-13 days after purchase or delivery.

Adjust earlier for products that deliver immediate, obvious results (paper towels, food, single-use items). Adjust later for products that take time to evaluate (skincare after 30 days, a fitness programme, a piece of furniture they're living with).

The one rule that matters most

Ask once. Don't send a reminder to the reminder. Multiple prompts don't increase reviews - they increase unsubscribes.

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Research: Jung, M., Ryu, S., Han, S.P. & Cho, D. (2022). Journal of Marketing, 86(6). University of Nevada Las Vegas, Shanghai Jiao Tong University, Arizona State University & KAIST.