A Trustpilot review invitations is an email or SMS that asks verified customers to write reviews through Trustpilot’s system. Utilizing it creates the difference between a successful profile with hundreds of reviews and a failed business with an empty profile.
You need to understand when to send the invitation, how to send it properly, and what to include in the invitation to maximize conversions. At the same time, following the policies is important to protect your files.
This article will cover everything you need to run the invitation campaign along with ready-to-send email and SMS templates, different ways to send the invitations, and the best timing to send them.
What a Trustpilot review invitations actually is
A Trustpilot review invitation is a triggered SMS or email sent through Trustpilot’s system requesting your verified customers to leave a review. Since you are requesting through Trustpilot’s system, it will be marked as verified, meaning that the reviewers are real customers.
You might think this is a generic request message. However, a generic review request points your customers to your profile and expects that they will follow through. A Trustpilot invitation, on the other hand, uses an API link, BBC trigger, or integration so the review is tied to a genuine transaction.
Remember that there are two types of review invitation you can send – service review invitation and product review invitation. The first one asks customers to share their experience about the overall service. The second one asks about the product they have purchased. Most businesses start with the first one and add the second one later.
The 4 ways to send invitations in 2026
You can use any of these 4 ways – from manual to automated – to send invitations.
- Automatic, integration-triggered – We recommend you use this method since it works smoothly and saves you time. You can use it on different store platforms, such as WooCommerce, Shopify, and email tools like Klaviyo or Dotdigital. When an order hits a milestone like shipped, delivered, or completed, an invitation will be sent automatically. You set it once, and it runs for every future order.
- Company API link or BCC trigger – Trustpilot provides a unique email address for your account. When you add this unique email to the BCC in transactional email, it triggers Automatic Feedback Service (AFS), resulting in automatic invitation sending from Trustpilot. You can even tag invitations with a code to track which product, campaign, or team has earned the review.
- Bulk upload for past customers – You can simply upload a CSV that consists of a list of your happy customers to send invitations in a single batch. This is the fastest way to start your campaign.
- Manual, one-off – Manual doing is the last option according to us, where you send invitations one by one by hand. If you are a new business and have just started the campaign, this is a good start. However, you cannot scale it, so consider it a last resort.
Trustpilot’s own research shows that a reminder email can increase the review collection by 35%. When you do it manually, following up is difficult. You get fewer reviews just because you are using a manual method. Getting Trustpilot reviews through invitations becomes easier with proper follow-ups.
| Method | Best for | Scales? | Verified? |
|---|---|---|---|
| Integration-triggered | Any store with a platform. | Yes | Yes |
| API/BCC trigger | Custom email flows. | Yes | Yes |
| Bulk upload | Having past customers. | One-time | Yes |
| Manual one-off | Tiny volume or new businesses. | No | Yes |
Trustpilot review invitation email templates
The request is what converts customers to write a review. You need to keep it short with a clear call to action and a reference to their order. Make sure the content is easily readable on a phone. Let’s see some templates, but remember to edit and customize them. And remember that you can use these templates for automated and manual invitations.
1. Post-purchase (general)
Subject: How was your order from {BrandName}?
Hi {FirstName},
Thanks for purchasing from us. Now that you have tried our products, we would love to hear about your experience.
Please take a minute and share your experience to help other shoppers know what to expect.
Leave a review: {TrustpilotLink}
Thanks, {SenderName}, {BrandName}
2. Service completed
Subject: How did we do {FirstName}?
Hi {FirstName},
It was a great pleasure serving you on {ServiceName}. We value your honest opinion on how everything went.
Your review will help us improve the service and help others to decide if we are the right fit for them.
Share your experience: {TrustpilotLink}
Best, {SenderName}
3. Support ticket resolved
Subject: Was our support helpful?
Hi {FirstName},
Thanks for your patience and cooperation while we were working through your recent request. We think everything has been sorted now.
If you can spare some moments, we would love to know your experience with how the support went.
Leave a review: {TrustpilotLink}
Thanks, {SupportAgentName}
4. Repeat customer
Subject: Thanks for coming back to {BrandName}
Hi {FirstName},
Thank you for shopping with us more than once. Your continued trust means a lot to us.
Would you please share your experience with {BrandName}? It will help new customers know what to expect from us.
Review here: {TrustpilotLink}
Grateful for your support, {SenderName}
5. Gentle reminder (second touch)
Subject: A quick follow-up on your feedback
Hi {FirstName},
Sorry to disturb you. Just a friendly reminder in case our earlier note slipped past. No worries if you don’t have time.
If you have some time now, please leave a review and help us and other shoppers.
Leave a review: {TrustpilotLink}
Thanks, {SenderName}
Trustpilot SMS review request templates
Your emails might end up in spam folders that many people will never open. SMS works best here since almost everyone reads a text message, and the open rate for SMS is 98% whereas it is 20% for email.
Two things to remember here. One is that you must not spam and send the SMS to the customers who have consented to receive messages from you. Second is to keep the message under 130 characters since longer messages will cost more and people do not like to read longer SMS.
1. Post-purchase
Hi {FirstName}, thanks for buying from {BrandName}! How did we do? Please share your experience: {Link}. Reply STOP to opt out.
2. Service completed
Hi {FirstName}, glad we could help today. If you have some time, please leave us a review. {Link}. Reply STOP to opt out.
3. Reminder
Hi {FirstName}, just a reminder. Your feedback on {BrandName} will help. Please leave a review here: {Link}. Reply STOP to opt out.
4. Repeat customer
Hi {FirstName}, love to see you back at {BrandName}! Please share your experience for your latest order: {Link}. Reply STOP to opt out.
If your customers respond better to SMS, make sure to use SMS more than emails. However, it is better to utilize all the channels to get the maximum conversions.
When to send the invitations for better conversions
Timing makes the difference between a great invitation that converts and one that gets ignored. Send them when the experience is fresh, and the customer is happy. Reputation management experts always suggest maintaining this timing to ensure the highest reviews.
| Trigger moment | Channel | Send delay | Why it works |
|---|---|---|---|
| Order delivered. | Email/SMS | 24-48 hours | Fresh experience, product’s been tried. |
| Service completed. | SMS or email | Same day-24 hours | Experience the service, still top of mind. |
| Support resolved. | Right after solving the problem. | Gratitude leads to conversions. | |
| No response yet. | Email/SMS | 3-5 days after first invite | Reminds people who forgot. |
One thing to follow here. Do not send more than 2 SMS or emails to a single customer. One primary invitation followed by a follow-up is the ceiling here. Doing more than that will make the impression disturbing.
Staying compliant with Trustpilot’s invitation rules
You can get penalized just for asking if you do not follow the compliance policies. Trustpilot requires invitations to be neutral and unbiased. Follow these to be sure.
- No steering toward positive reviews: Do not ask for ‘Leave us a 5-star rating ’, but asking for “Leave us a review” is fine.
- No incentives tied to reviewing: Never offer a discount, prize, or cash in exchange for a review.
- Only invite genuine, verified customers: Never send invitations to people who didn’t buy from you. It will cause warning banners in your profile, reducing trust among customers.
- Don’t over-invite: Be respectful and do not send more than 2 invitations to a single buyer.
Biased or incentivized reviews will be removed, leading to your rating drop checkout Why Did My Trustpilot Rating Drop.
How to automate the whole thing
Automating the invitation is simple, and you can do it within a few minutes. Follow the steps below.
- Connect your integration – Link your store or email platform to Trustpilot.
- Choose the trigger event – choose which order status (delivered, completed, shipped) should trigger the event.
- Set the channel and delay – Set the right channel based on the customer portfolio. Set the timing.
- Turn on the reminder – enable an automated follow-up for the non-responder customers.
That’s it. The process is easy. We have a detailed guide to make the process easier. Check it here [how to automate Trustpilot invitations].
FAQ
Can I send Trustpilot invitations for free?
Yes. Sending an invitation on Trustpilot is free. However, the free plan limits the number of invitations. You can use it for test purposes and use a premium plan for scaling.
How many invitations should I send per customer?
One primary invitation should be good enough if you can trigger them properly with timing and emotional text. Send another to remind, but not more than two.
Can I offer a discount for leaving a review?
No. Do not think about it since it breaks Trustpilot’s rules and can get your hard-earned reviews removed. Keep the tone neutral and unbiased.
Email or SMS – which works better?
SMS has higher open rates than email. But the decision varies by customer type and interaction point. Many businesses use email for primary invitations since it gives them room for branding and context, and use SMS as a reminder.
Why aren’t my invitations being delivered?
Some common reasons for undelivered invitations are invalid email addresses, unverified sender settings, and unsubscribed recipients.
Can I invite past customers?
Yes, you can use the list and send invitations in bulk. Make sure everyone is your customer with genuine transactions to avoid any penalty.
