Honest preamble: the public benchmark for a properly configured post-purchase funnel is 2.5–5 % response rate, with the top 10 % of merchants reaching 22 % (Okendo). Under 2 %? You have easy wins. Above 10 %? You're already doing well.
Everything below comes from public studies (Klaviyo, Litmus, Campaign Monitor, Okendo) and how Looply implements them. No invented internal stats.
1. Timing: wait until the product has been used
Standard rule across review platforms: 7 to 30 days after purchase depending on the product (Wiser Review).
- Too early → product not delivered or not yet used.
- Too late → the excitement has faded.
Okendo recommends triggering on the "delivered" event (not "shipped"), then waiting a product-specific delay: a few days for fashion, several weeks for skincare or supplements whose effects take time.
On Looply this delay is configurable per campaign. Try 7 days for fashion/cosmetics; 14 days for furniture/appliances.
2. Subject line: measured personalization
Per Campaign Monitor, personalized subject lines drive +26 % open rates. Klaviyo notes that first-name-only is modest; real lifts come from contextual personalization: product name, recent action, order number.
Works:
- "Léa, a question about your order #1234" (first name + reference)
- "How's your [product name] working out?" (specific product)
Doesn't:
- "Leave us a review" (generic)
- "Your feedback matters" (empty)
Klaviyo Q4 2024 benchmark: post-purchase emails hit 40–45 % open rate (Klaviyo 2026 Benchmarks). If your post-purchase flow is under 30 %, the subject line is almost always the first culprit.
3. Mobile-first: short and visible in one view
55 % of emails are opened on mobile (Litmus). Your review request must fit in one phone screen without scrolling:
- Short intro ("Hi [name], thanks for your order.")
- One question
- One CTA — ideally 5 inline clickable stars
- Human signature
No secondary links (FAQ, blog, socials). Each extra link is friction on the main CTA.
4. Reminders: 2 works, 3 hurts
Studies converge (Expert Reputation):
- A second reminder can lift responses by ~50 % vs a single email.
- A third reminder risks "review fatigue"; if used, frame it as absolutely final.
- Don't reminder the next day: day-after reminders yield -11 % responses vs waiting 2-3 days.
Looply's default schedule (configurable):
- Email 1 → 7 days after delivery
- Reminder 1 → 3 days later if no response
- Reminder 2 → 5 days later, lighter tone
Reminders are automatically cancelled the moment a review is submitted or the customer unsubscribes.
5. Rating-based routing: Looply's structural edge
Core product feature. By default, a customer who leaves:
- 4 or 5 stars → redirected to your public profile (Google Business Profile, Trustpilot, Verified Reviews)
- 1, 2 or 3 stars → routed to a private form whose content arrives in your Looply back-office, never published publicly
What to understand:
- Negative reviews don't disappear — you receive them instantly by email. They're just not published by us.
- You can resolve before the customer posts directly on Google (still possible if they go there themselves — see our 12 templates for responding to negative reviews).
- Your public rating reflects happy customers. Fixable feedback stays internal as raw SAV material.
Important regulatory line: you may not publish fake reviews nor filter published reviews. What Looply does — routing to public or private channel before publication — is not a filter; it's a different form based on rating. The ≤ 3★ was never published anywhere.
6. Personalization beyond first name
Klaviyo stresses: personalization that works is contextual, not nominal. Examples:
- Product name in the body
- Delivery method ("your order shipped via Chronopost")
- Signature with first name + role ("Sofia, customer lead") rather than "The team"
No magic number — studies report 15-30 % lift when subjects reflect real customer data (Klaviyo — Subject Lines).
7. Incentives: French Omnibus law
Omnibus Directive, transposed into French law via ordinance n° 2021-1734 (Dec 22, 2021), effective May 28, 2022 (Service Public):
- Banned: publishing or buying fake reviews
- Banned: claiming a review comes from a genuine buyer without "reasonable measures" to verify
- Fines: up to €15,000 (individual) / €75,000 (legal entity), enforced by DGCCRF
Practical implications:
- ✅ Discount code to all respondents (positive or negative)
- ✅ Monthly lottery among respondents
- ❌ Gift only if the review is positive
- ❌ Deleting a legitimate negative review because it's inconvenient
Looply is built on this: rating-based routing isn't a post-publication filter (illegal); it's a channel choice before publication (compliant).
Deploy checklist
- Trigger on delivered, not shipped
- Delay: 7 days (fashion/cosmetics) or 14 days (furniture/skincare)
- Subject with first name + order # or product name
- Email ≤ 1 mobile screen, single CTA (5 inline stars)
- 2 reminders at D+3 and D+5 (never D+1)
- Routing ≥4★ public / ≤3★ private
- Any incentive: apply to all respondents, unconditional
Looply implementation time: ~15 minutes for a complete funnel, all 3 email templates included.