Setting the send delay after purchase
Configure when review request emails are triggered relative to order fulfillment for maximum open rates and genuine reviews.
1How the delay is calculated
The countdown starts when Shopify marks the order as 'Fulfilled' (i.e., a tracking number is added or fulfillment is confirmed). The email is sent after your configured delay period.
The delay clock starts at fulfillment, not at order placement. This ensures customers have received their product before being asked for a review.
2Setting the delay
Go to Settings → Email Requests → Send Delay. Choose from the preset options (3, 5, 7, 10, 14, 21, or 30 days) or enter a custom number of days.
3Recommended delays by shipping type
As a starting point, use these guidelines:
- 1Same-day / next-day delivery: 3–5 days.
- 2Standard domestic shipping (3–7 days): 7–10 days.
- 3International / slow shipping (10–20 days): 14–21 days.
- 4Digital / instant products: 1–2 days.
4Optimizing over time
After 60 days, check Email Analytics for your open rate and review submission rate. If open rates are below 25%, try sending earlier. If reviews are mostly negative about shipping time, try sending later.
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