A new brand needed to build social proof quickly, but without a system in place they risked either missing reviews entirely or accumulating harsh public feedback before they had the chance to address issues. They needed a review collection strategy that was both effective and reputation-safe.

A two-email post-purchase flow triggered on order fulfillment — not order placement. This distinction matters: triggering on fulfillment ensures only customers who have actually received their order are asked to review, eliminating inaccurate or premature responses.

After fulfillment, the sequence holds for 5 days to give customers adequate time to use the product before forming an opinion. The review request email is then sent featuring an embedded 5-option star rating poll (1★ through 5★) directly in the email — reducing friction by letting the customer signal their experience with a single click.

If the email is not clicked after 5 days, a follow-up email is automatically triggered as a second touchpoint. Customers who already engaged receive nothing further, preventing over-emailing of interested customers.

This is the core mechanic that protects the brand while still capturing all feedback:

1–3 stars route to a private Google Form asking what went wrong and what would make it a 5-star experience. This captures actionable internal insights the brand can use to improve, while keeping negative sentiment off public platforms.

4–5 stars route directly to the brand's Trustpilot page, where customers are invited to leave their honest review publicly.

Post Purchase Flow Setup in Klaviyo for a Perfume Brand

The 7 reviews visible in the screenshots — all posted by Danish customers across late March 2026 — reflect the direct output of this flow. Six of the seven are 5-star ratings, with one 4-star, all appearing within a tight window consistent with a post-purchase sequence. The clustering of review dates confirms the flow was running on a real fulfillment schedule.

The system does three things simultaneously: it collects authentic public reviews from happy customers, creates a private feedback channel for dissatisfied ones, and shields the brand's public reputation during its critical early growth phase — all automated, with no manual follow-up required.