How should eco brands time review requests without spam or FTC risk?
Quick answer
Send review asks after delivery and early use, ask for product experience first, keep sustainability notes optional, and follow incentive/disclosure rules. Never coach green claims. Pair with reviews and social proof, email flows, and giveaway compliance.
Timing that respects the product
| Product type | First ask | Follow-up |
|---|---|---|
| Consumables / beauty | 5 to 14 days after delivery | One reminder 7 days later |
| Apparel / soft goods | 7 to 21 days (after wear/wash) | One reminder |
| Durables / home | 14 to 30 days after delivery | Optional 45-day care check-in |
Suppress if there is an open support ticket, return initiated, or prior opt-out of review messages.
What to ask
- Product experience: fit, performance, durability, scent, ease of use
- Optional sustainability: packaging, materials feel, refill experience (never required)
- Photo/UGC: only with clear rights language
Do not provide sample “5-star eco” text. Coaching reviews is a trust and compliance failure. Details in the reviews guide.
Incentives and disclosure
- Prefer no incentive, or a small thank-you that does not require a positive rating
- If you incentivize, disclose clearly on-site and in the request
- Never trade discounts for specific claim language (“say it is plastic-free”)
- Align contests with the giveaway compliance guide
This is ops guidance, not legal advice. FTC endorsement rules and platform policies change; keep counsel in the loop for incentive programs.
Channels
- Email primary; SMS only with consent and sparingly
- Packaging insert QR is fine as a soft ask, not a guilt trip
- Post-purchase account page prompt after delivery confirmation
Measurement
- Review invitation → submit rate by SKU
- Unsubscribe / complaint rate on the flow
- Share of reviews with specific product detail vs empty stars
- Support tickets mentioning “fake” or coached reviews
Earn the review
Timing and honesty beat volume. Coached green praise is worse than silence.
Frequently asked questions
When should eco brands send review requests?
After delivery and enough use time for the category, usually days to a few weeks, not at purchase.
Can we require sustainability comments?
No. Ask product experience first; sustainability notes stay optional.
Are review incentives allowed?
Sometimes with clear disclosure and no requirement for a positive review. Get legal review for your markets.
How many reminders is too many?
One reminder is enough for most brands. More looks like spam and hurts deliverability.
Should SMS carry the same ask?
Only with consent, and preferably one useful nudge.