Email templates are one of the most direct tools you have for turning consumers into reviewers. After a purchase, a well-timed, on-brand email is often what prompts a buyer to share their experience—and that feedback drives the ratings and review content that builds trust across your product pages. Bazaarvoice Configure Messages feature gives you control over these moments, so every message consumers receive reflects your brand while meeting the requirements of a high-performing review request program.
Enable review request emails
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Sign in to the Bazaarvoice Portal
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From the upper-right corner, select the settings icon
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- Under Configuration, select Ratings & Reviews. The Site Manager lists all your active deployment zones and implementations.
- Under Implementations, edit the implementation for which you want to modify email templates.
- Select Configure Messages in the Collect Reviews section of the page.
- Select the Messages tab.
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To enable email message notifications for a review request, Ask a Product Owner, and Seller Ratings, select Configure in the Enabled column and fill in the fields to finalize the email template.
Email template types
Bazaarvoice offers three types of message templates to match different collection strategies and technical needs.
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Template type
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Description
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In-mail (recommended for review volume)
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In-Mail templates embed a multi-product submission form directly inside the email, allowing customers to rate and review all unreviewed purchases from a single transaction. This reduces friction and can significantly improve submission rates.
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Standard
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Standard templates provide a ready-to-use email format that you can configure directly in the Bazaarvoice Portal. They are the fastest path to a live review request program. |
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Custom
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Custom templates give you full HTML control over the email layout and design. They are ideal when your brand guidelines require a look and feel that goes beyond what the standard editor supports. |
Token references
Tokens are the mechanism that makes each email relevant and personal. They are tagged placeholders — based on the Mustache template system — that Bazaarvoice replaces at send time with real values: a customer’s name, a specific product, a direct link to the submission form, and more. Understanding which tokens are available — and where they apply — is essential before editing any template. For the complete list, see Token reference.
Best practices to design your email template
The email templates are the result of studies across hundreds of Bazaarvoice clients. When you edit the templates to add information about your company, consider the following best practices:
- Ask for authentic feedback, whether positive or negative. Consumers are more likely to respond when they believe you care about their opinions, even if the feedback is not positive.
- Focus on one email, one request. Adding other calls to action in an email review request decreases conversion.
- Remember how important the motivator is. Retailers and brands see great results with the "Help other shoppers decide" message. On some occasions, "Share your unique experience" or "Who’d be more qualified than you…" approaches might work even better. Tailor your motivators to fit your brand.
- Keep it short. Every second between opening an email and selecting the link decreases the success rate.
Design
- Smartphone users do not have to zoom or pan around to read the email
- There is only one call to action, it is above the fold, and it is text
- Users' font preferences are not overridden by custom styling
- Dark type on white can be read most easily
- Light colored backgrounds ensure links can be read even for email clients that force blue link text
- Images do not compromise the readability of the email in any way
Copy
- The first line of the email message doubles as a subtitle (seen in most inboxes)
- The subject line, subtitle, and message should be no more than 40 characters (one line) each allowing for easy quick glancing by the user
- Copy is friendly, is no more than 180 characters (three lines) and makes reference to personal experiences (for example, "Thanks for purchasing the Wood Ceiling Fan recently.")
- Users are appreciated, complimented, and assured that participating is safe (for example, "We'd love to get your opinion, even if you don't have much to say.")
