I designed and implemented a strategic post-purchase email flow for a new brand with the goal of increasing high-quality product reviews on Trustpilot. To ensure accuracy and avoid discrepancies commonly associated with “order placed” triggers, the flow is triggered only after an order is marked as fulfilled. This guarantees that review requests are sent exclusively to customers who have actually received their products.

A 5-day delay was built into the flow to allow sufficient delivery time and give customers the opportunity to experience the product before leaving feedback. This timing helps drive more thoughtful, honest, and experience-based reviews rather than rushed responses.

To maximize engagement and review submission rates, I added a follow-up email that is sent 5 days after the initial request if the first email was not clicked, regardless of whether it was opened. This ensures a second touchpoint without over-emailing engaged customers, improving click-through rates while maintaining a positive customer experience.

Overall, this flow balances deliverability, customer experience, and review quality, helping the brand build credibility and social proof through authentic post-purchase feedback.