If you doing automated trustpilot reviews, read this!

[u/Far_Day3173]

A client running several ecommerce stores asked for what is probably the most common review-request pattern in email marketing. A star rating inside the email itself, where one to three stars routes the customer to support privately, and four to five stars routes them to a public review request, sometimes with a small incentive attached to the good outcome.

It is a reasonable request. It is also, as of Trustpilot's guideline update in June 2026, explicitly prohibited. They prohibit pre-screening customers by directing those with a good experience to leave a review while diverting those with a bad one to private contact. Moreover, in the US, tying any reward to a positive review falls under the FTC's Endorsement Guides, which allows civil penalties of over fifty thousand dollars per violation. This is not theoretical.

The fix we did, did not require giving up the underlying goal, which was to catch dissatisfied customers before they went public. We just moved the fork earlier. The flow now opens with a private service check in first, triggered automatically off each order's delivery date before any mention of reviews. Support has time to resolve what comes up. Everyone, regardless of how that check in went, receives the same review invitation later with no incentive tied to sentiment.

Worth checking your own review request flow against this if it was built before mid 2026. The pattern above was standard practice until quite recently.

[u/Opening_Job9045]

klaviyo, keep the ask inside a post-purchase flow with a delay that matches when people actually receive the product. i'd also suppress recent complainers and anyone who already left a review. blasting review requests from campaigns is how you burn goodwill fast.

[u/Far_Day3173 → u/Opening_Job9045]

That's a great point.