Automation for review campaigns

In this article, you will find the following content 👇

• 3 automation hacks for your review campaigns

• How to use automation effectively

Collecting reviews is not a sprint, but a marathon, and consistency is key. Reviews reflect the current state of your product and create more trust among potential buyers.

However, collecting reviews is rarely a problem of relevance, but almost always a question of time, prioritization, and clean setup. This is exactly why automation is worthwhile: once you have set up the right triggers and processes, you can play out review requests along the customer journey in a much more structured and continuous manner.

The 3 automation hacks for your review campaigns

1) Use customer journey triggers

The most effective lever for automation is good timing. Instead of contacting all customers at the same time, you can link review requests to specific milestones in the customer journey, i.e., exactly when a meaningful moment for feedback has arisen. This does not automatically increase conversion, but it can significantly improve the relevance of the request.

Typical triggers along the journey:

Onboarding completed / first milestone reached
Once users have achieved initial success with your product, they are more likely to be able to provide a concrete and helpful review. An automated email during the onboarding process is often a good starting point here.

Renewal or upgrade
A renewal or upgrade is a strong signal of trust in your product. This makes it a good time to request a review.

Anniversary of the collaboration
An anniversary is a natural occasion for communication: you can thank the customer for the collaboration and ask for feedback at the same time. This creates an appreciative, non-transactional approach.

Customer celebration moments
Individual moments of success (e.g., goal achieved, new team live) can also be defined as triggers. It is important that the moment is understandable from the customer's point of view and not just from internal process logic.

2) Use in-product messages in a targeted manner

Not every review request has to come via email. In-product communication is particularly helpful if you want to reach users directly in the product context, i.e., at the moment when they are actively using your tool.

Suitable formats for automated in-product review requests:

Pop-ups after milestones
Display a pop-up when users have reached a certain point of use (e.g., first successful implementation, feature activation, defined usage time). The context makes the request tangible and increases the chance of receiving concrete feedback.

Interactive banners in the dashboard
Banners are less disruptive than pop-ups and are well suited for continuous reminders. Placements on high-traffic pages such as dashboards or overviews are particularly useful.

Chatbots or engagement tools
If you already use in-app engagement tools, you can integrate review requests into existing flows. Make sure the request doesn't come too early, especially for products with a longer introduction phase. Users should have gained enough experience before you ask for a review.

3) Link NPS processes with review requests

NPS surveys are a natural entry point for automation because you are already asking for feedback. If you set up the follow-up process well, you can transition from this moment to a public review in a structured way without having to start a separate outreach.

This is how the flow works in practice:

NPS is collected as usual
You measure satisfaction and willingness to recommend in your existing tool or CRM.

Automatic follow-up after the NPS response
After submitting the NPS response, the person receives an invitation to share their experience publicly (e.g., via OMR review link). A short follow-up message is often sufficient. For example:
“Thank you for your feedback! We would be delighted if you would also share your experience on OMR Reviews.”

Segmentation in the background
You can control who receives which follow-up (e.g., by score, customer segment, or lifecycle phase).

How to implement automation effectively

Automation is helpful when it ties in with existing processes. You don't need a huge project to do this, but you do need a clean setup.

Start with a clear use case

Don't start with “We're automating everything,” but with a specific process, e.g.:

• Onboarding milestone email

• NPS follow-up

• In-app banner in the dashboard

• Support or CS follow-up after successful interaction

This allows you to test what works in your setup more quickly.

Work with trackable campaign links

When setting up different automations, you should use a separate review link for each channel or trigger. This enables attribution and helps you compare later (e.g., “Which route generates the most published reviews?”). OMR Manager is designed precisely for this purpose: campaigns are trackable, time-controlled, and can be used with or without incentives as needed.

Keep the message relevant to the context

Automated does not mean impersonal. Good review requests refer to the trigger:

• “Thank you for your feedback after onboarding...”

• “Thank you for your trust after the renewal...”

• “Thank you for your feedback in the NPS...”

The clearer the reference to the specific moment, the more understandable the request will be.

Have fun collecting reviews! 🚀