Review Request Postcards: The Physical Nudge That Gets Real Reviews
Product reviews are one of the most valuable assets an e-commerce business can accumulate. They drive conversion rates, SEO rankings, and brand trust. The standard approach — automated email review requests — achieves 1–3% completion rates. A physical postcard review request is a novelty that generates significantly higher response: customers who receive one are 3–5× more likely to leave a review than those who receive only an email request.
Why physical review requests convert better
An email review request is easy to archive and forget. A postcard arriving in the letterbox creates a moment of physical engagement with your brand — right when the customer has had time to use and form an opinion about their purchase. The physical format conveys that the request matters to you. It also reaches customers who have unsubscribed from marketing emails but still have a valid shipping address. For brands on Trustpilot, Google Shopping, or marketplaces, a 2–3× lift in review rate can dramatically change your star rating trajectory.
Optimal timing for review request postcards
Send review request postcards 14–21 days after order fulfilment — enough time for the customer to have received, used, and formed a view on the product. For consumables and perishables (food, beauty, supplements), 7–10 days may be sufficient. For high-consideration products (electronics, furniture, premium apparel), 21–30 days is better. Avoid sending during obvious holiday periods when review completion rates drop. Set this as an automatic trigger in Mayday: X days after order fulfilment date.
What to include on a review request postcard
Keep the ask simple and the friction minimal. A QR code linking directly to your review platform (Google, Trustpilot, your own site, or a marketplace) is essential — removing every possible barrier between the postcard and the review form. Show the product they purchased if possible. Use a warm, personal tone: "How did you find your [product name]?" rather than a formal review request. Consider a small incentive: entry into a monthly prize draw for completing a review (check platform guidelines on incentivised reviews).
Review platforms and compliance
Ensure your review request postcard links to a review platform that allows direct linking. Google Business reviews, Trustpilot, Trusted Shops, and Kiyoh (popular in the Netherlands and Belgium) all support direct review links. Avoid incentivising reviews on Amazon, as this violates their policies. Under EU Consumer Rights Directive 2022, you must be able to verify that review requests are sent only to customers who actually purchased the product — postcards sent via Mayday satisfy this requirement, as they are triggered by confirmed purchase events.
Volume and frequency strategy
Don't send a review request postcard for every order — focus on customers who made notable purchases (above a minimum order value threshold) or who bought a new product where you need reviews most urgently. Sending 200 targeted review request postcards per month at €1.99/card (€398 total), with a 10% completion rate (20 reviews), costs €19.90 per review — competitive with review acquisition platforms, but with the additional brand benefit of a physical touchpoint. Suppress customers who have already left a review.
Send review request postcards and build the social proof that drives conversions.
Get started free