Increasingly, people rely on reviews when Googling businesses in their vicinity. The quantity and quality of available reviews is a key decision-making factor for them. At the same time, Google also takes online reviews into account when ranking local businesses on the search results page. The number of reviews is also known to have an impact on the coveted Local Pack in Google Search.

In other words, customer reviews function not just as social proof, but also as an indicator of trustworthiness for search engines. This way, they can generate leads both directly and indirectly for businesses. So if you’re not actively collecting and managing customer reviews yet, start today—it’s a great boost for your online reputation.

There is a wide range of outreach options for asking customers to leave reviews. In this article, we’ll focus exclusively on email requests for reviews, and we’ll show you a variety of examples applicable to different types of local businesses.

Remember, when you request a customer review, you’re basically asking a favor. For all intents and purposes, the business transaction is over: your customer got the product or service they sought, and you got paid for providing it. Now you have to convince them that leaving a review is worth their time, and that you are at the very least highly appreciative of it.

Why choose email for such a delicate undertaking? While there is no definitive proof of email being the single best method of requesting reviews, studies show that it’s efficient, yet not too intrusive. Across all industries, the average open rate of brand communication emails is 34%—roughly one in three emails get eyeballs on them, which is not a bad start. According to another study, 51% of US digital shoppers prefer emails to texts or push notifications for brand messages they don’t want to miss. No wonder people’s inboxes are crammed with review request emails, all vying for their attention. How can you make yours stand out? Keep reading to find out.

Be concise: First of all, keep your review request email short and to the point. Focus on the single objective of asking for feedback, and include a clear call to action—ideally, with a link to the review platform of your choice. With Semrush Local’s free review link generator tool, you can embed a button in your email that sends the user straight to your Google reviews page.

Pounce when the time is right: Time your review request email wisely, because if you send it too soon, you’ll come across as pushy, but if you wait too long, the experience of the purchase will have faded in your customer’s memory. The ideal time window leaves enough time for the customer to fully appreciate the product or service. This depends on the nature of your business, and can go from a few hours after purchase (for a food delivery service, say) to several weeks (in case of an online course provider, for instance).

Make it unique: Render your business instantly recognizable in the review request email: use a branded header; the tone of voice, the look and feel should be in line with your company’s communication style. Just as importantly, personalize the email to establish a connection with the recipient: address them by their name, mention the specifics of their purchase, and sign off with the name of whoever is in charge—ideally, someone they’ve already interacted with.

Use keywords: Here’s a nifty SEO trick for you to consider in your next review request. Include keywords you want to rank for in local search in your email. For instance, ask your customer to rate your lawn care service, if this is a feature you want your landscaping business to be known for. Local search keywords in your reviews (and also in your responses to those reviews) can inform Google about your activities and make your business a more relevant result for those search terms. (See some local keywords in bold in the review request email examples below.)

Explain: To make the case for the review request, emphasize the value of your customer’s feedback, be it positive or negative. Remind them that reviews enable you to become better at what you do, while also helping others with similar needs to find your business. Overcome their reluctance to take action by reassuring them that leaving a review will only take a few minutes—here, be as specific as you can.

Bargain (or not): Consider sending incentivized review requests carefully. Although offering a discount or a freebie in exchange for a review is a strong motivator and drives customers back to your site, it also has drawbacks. Your customers might come to expect discounts from you and become reluctant to shop your products at full price. However, it also has drawbacks as your customers might come to expect discounts from you and become reluctant to shop your products at full price. More importantly, incentivized review requests are often morally questionable—more on that later.

Spamming: Remember, you need your customers’ explicit consent to use their personal data for marketing purposes, and that includes review requests. When collecting customer information that can ultimately be used for emailing review requests (for example, with a “Sign up for our newsletter” prompt), make sure you comply with data protection regulations, namely, GDPR in the EU and CCPA in California. To comply with the law, you also have to include a way for clients to opt out of receiving review request emails.

Faking it: Soliciting fake reviews is illegal in many jurisdictions. This includes paying someone to write glowing reviews of your business, or submitting false reviews under the names of past clients. In the US, the Federal Trade Commission has recently strengthened its rules against fake reviews and testimonials in an effort to better deter these activities.

Selective review requests: You may be tempted to only request reviews from customers who you know were happy with your product or service. While it makes your business appear in a better light, it distorts the authenticity of the feedback and amounts to manipulating public perception. Customers appreciate transparency, and mixed reviews provide more credibility to your business. A straight record of five-star reviews can backfire, and erode trust among potential clients. Make it clear that you embrace all types of feedback.

Now, let’s zoom in on the specifics of emailing review requests. What type of local industry are you in? Scroll down to the appropriate section to find a review request email example, as well as special considerations and possible problems that are unique to customer reviews in your field.

If you manage a hotel, run a café or an ice cream shop, or own a business in the travel industry, here are some guidelines for sending review request emails to your guests.
 

Be careful with incentives: In the US and some other countries, incentivized reviews must disclose the incentive to avoid misleading guests. What’s more, many review platforms (such as TripAdvisor, Google, and Yelp) prohibit offering discounts, freebies, or upgrades in exchange for positive reviews.
 

Refrain from guiding reviews: In the hospitality sector, it’s not uncommon to offer templates or suggestions for what guests should write. While it's fine to provide helpful guidance (like where to leave a review), prescribing a specific language for reviewers can be seen as coercion. Reviews should reflect the guest's own voice and experience.

If your business provides skilled labor services to local clients—pool maintenance, cleaning, moving services, installing HVAC systems, to name a few—then this is what you should keep in mind when emailing requests for reviews.
 

In industries involving moving, cleaning, maintenance, or repairs, mistakes can happen, such as accidental damage or misplacement of personal items. If a client has unresolved complaints, avoid requesting a review from them. Their experience with your business is still ongoing, and most probably not yet positive. Focus your efforts on helping them with their problem before asking for their feedback.

This is your section if your local business is in insurance, finance, law, real estate, marketing, or other professional services. First, here are a few special considerations for emailing review requests that are applicable to your industry.
 

Respect confidentiality: Professional services often involve handling clients’ sensitive information, such as personal finances or legal matters. When requesting reviews, make it clear to your client that they don’t have to share any private or confidential details.
 

No discounts in exchange for reviews: In the professional services sector, offering financial or material incentives for client reviews is generally viewed as unethical. In many cases, it’s prohibited by professional bodies like bar associations or financial regulatory authorities. Incentivized review requests could be perceived as biased, putting a dent in your professionalism.
 

No misleading reviews: Avoid soliciting or publishing reviews that could be considered false advertising. For example, if a client review gives the impression that your financial product is risk-free when it isn’t, you could get into trouble with consumer protection laws.

Check if you’re eligible for reviews: In professional services, some contracts contain non-solicitation clauses, which prohibit directly asking for reviews under certain circumstances. Check for any contractual limitations before requesting client feedback.

Local businesses operating in healthcare (dentists, orthodontists, chiropractors and the like) must pay extra attention to legal and ethical issues when emailing review requests. For instance, clinics in the US must comply with the Health Insurance Portability and Accountability Act (HIPAA) when requesting reviews. Here are some top concerns:
 

Respect patients’ privacy: Remember, review requests must avoid disclosing protected health information. When asking for a review, make sure you don’t inadvertently mention information about your patient’s medical condition.
 

No pressure: Sometimes, patients may feel obliged to leave a positive review due to their dependence on their healthcare provider, especially if they are in long-term care. Avoid creating situations where your patient feels they must provide feedback out of a sense of gratitude rather than genuine appreciation.

Are you running a local organization that fosters community, offers spiritual guidance, or provides care for vulnerable groups or for the elderly? In churches, rehab centers, and senior care facilities, people seek help in times of emotional, spiritual, or physical vulnerability. This requires a gentle and sensitive approach when asking for their feedback.
 

Protect clients’ identity: Offering the option to leave reviews anonymously is crucial, as clients may not want to publicly share details about their personal struggles, their faith journey, or their age-related health conditions. Be aware though that some review platforms do not allow for anonymous reviews, and such social proof is probably best used on your own website.
 

Focus on the journey, not the destination: Particularly in rehab centers, it’s important to emphasize the experience of care in reviews rather than the outcome, as recovery is a complex process that varies from one person to the other. Remember, requesting reviews that only highlight success stories could alienate those who are still struggling.
 

Respect religion: If you’re requesting reviews on behalf of your church, ask your congregants to reflect on the spiritual and community support provided. Churchgoers should feel that reviews are about sharing their experience rather than promoting the church like a business.

Once you’ve got the hang of emailing review requests, you’ll probably see more and more customer reviews trickling in. But wait, your job is not done yet! Here are some important things to keep in mind about managing your online reviews.

Remember to respond to every review, positive or negative. As stated before, glowing reviews are great social proof, and they signal to search engines that your business is worth ranking higher. But even scathing reviews can be turned to your advantage. If you handle them constructively, you’ll reinforce your online reputation as a local business that’s willing to listen and improve.

Respond to your reviews within a reasonable timeframe and in a professional manner. Thank your satisfied clients for their praise, return the compliments (if doing so feels genuine), and invite them back. In case of negative reviews, clarify the situation, or acknowledge your mistakes.
 

Apologize, and if it’s feasible, offer your client compensation for their inconvenience. It’s a tremendously powerful gesture to thank a disgruntled reviewer for feedback that enables you to improve your product or service. You can respond to online reviews manually, although this can be time-consuming and quite tedious after a while. Therefore, consider streamlining the process using reputation management tools.