Step-by-Step Guide to a Successful Review Campaign

Collect reviews effectively with these strategies and measures

In this article, we'll show you step by step how to plan and execute successful review campaigns.

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You'll find the following steps in this article 👇

1. Define responsibilities and tasks

2. Define and segment your target audience

3. Set incentives

4. Plan your contact strategy

5. Run your campaign

6. Measure success and identify optimization opportunities

Step 1: Define responsibilities and tasks

Teamwork makes the dream work – even when collecting reviews!
The better your team works together, the more successful your review campaigns will be.

Schedule a quick kickoff meeting to inform your team about your presence on OMR Reviews, clarify responsibilities, set shared goals, and discuss the next steps for collecting reviews.

The clearer the responsibilities are, the smoother and more successful your review campaign will run.

Step 2: Define and segment your target audience

The success of your review campaign depends heavily on asking the right customers for a review at the right time. But who are the "right" customers and when is the ideal moment?

To maximize the success of your review campaign, it's recommended to use existing internal data to segment your target audience. Here are some helpful points to consider for your selection:

1. Customer lifecycle

Analyze your customers' lifecycle to understand which phase they're in. This allows you to develop targeted outreach strategies. Reach out to customers at different stages of the customer journey, from longtime users to new ones. New users who have just completed onboarding can provide fresh and current impressions of your tool, while longtime users can often share detailed experiences. This way, you get a broad spectrum of perspectives and insights.

2. Product usage

Identify customers by their product usage to find power and heavy users. These users regularly and intensively use your product, which often means they provide particularly detailed and meaningful reviews. They can specifically address certain features and describe real use cases, which makes their reviews especially valuable. Consider the following aspects:

• Usage frequency: How often is the product used?

• Engagement: To what extent do users interact with the different features of your product?

3. Customer health

Use metrics and indicators that provide insights into customer health. Your company may already have access to the following data:

• Customer Health Score (CHS): An important indicator of the overall health of your customer relationships.

• Customer Satisfaction Score (CSAT): Measures customer satisfaction after specific interactions with your product or service.

• Net Promoter Score (NPS): Evaluates the likelihood that customers will recommend your product and provides insight into their loyalty.

Identify customers who have demonstrably benefited from your product and could already be positioned as testimonials or success stories. Whether through increased efficiency, higher revenue, or solved problems, product-related success stories convince potential buyers and strengthen your credibility. At the same time, it also makes sense to ask customers with more critical feedback, such as a lower NPS, for a review. They provide valuable insights for product development and strengthen the trustworthiness of your presence through authentic feedback.

Use segmentation strategies to reach the right customers at the right time for reviews. Keep in mind that you shouldn't only focus on your most satisfied customers and strong advocates. Software buyers want to get a realistic picture of your product and appreciate diverse opinions and user experiences to inform their decisions.

Step 3: Set incentives

With incentives, you can offer reviewers a small thank-you for their feedback. These incentives are not intended to influence reviews, but they do increase participation in review surveys and reward reviewers for their time.

Through incentivized invitation links that you create in the OMR Manager, reviewers receive an Amazon or gift card voucher after their review is published.

Voucher amounts of 20 to 30 euros are typically preferred, as they represent an accepted threshold that isn't perceived as influential.

You'll find more information about available incentives on OMR Reviews in our article "Bonus Incentive Budget & Incentives".

💡 Good to know:

A 2021 study by Dr. Kaitlin Woolley and Dr. Marissa A. Sharif examined how incentives influence written reviews and found that:

The higher the incentive, the ...

• ... longer the written review.

• ... more analytical the language of the review.

• ... more positive the review.

• ... more likely a meaningful review will be written.

Also keep in mind that some customers don't need an incentive to leave a review. These users are often particularly engaged and appreciate the opportunity to share their experiences and opinions. They feel connected to your product and brand and want to help other potential customers make informed decisions.

You can also create non-incentivized survey links without incentives to share with customers. You'll find more information in the article OMR Reviews Survey Links.

Step 4: Plan your contact strategy

A thoughtful contact strategy is crucial for the success of your review campaign. The right timing and appropriate approach can make all the difference.

Identify existing and potential contact points in the customer journey that work well for feedback and reviews. The better and more consistently you distribute your contact strategy across different channels, the more effectively you'll reach potential reviewers.

Get started right away with our simple strategies to collect your first reviews:

Email campaign

An email campaign to your existing customers is probably one of the fastest solutions to implement. With minimal effort, you can get started directly and collect valuable reviews. Use our text templates and banner templates to send your campaign in less than 10 minutes.

👇 Example of an email campaign:

• Email No. 1: Invitation to review campaign

  ↓ a few days later, if no review has been submitted yet

• Email No. 2: First reminder to leave a review

  ↓ a few days later, if no review has been submitted

• Email No. 3: Second reminder to leave a review

It's completely fine to send reminders, as customers often intend to leave reviews but forget to do so in their busy work days or don't complete the survey due to time constraints. Reminders encourage customers to submit their review and increase conversion and participation rates.

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👉 Head to the header template

👉 Head to the signature template

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👉 Head to the text templates

Social media posts

Use platforms like Instagram, LinkedIn, and TikTok to connect directly with your community. Actively ask for their opinions, share your non-incentivized survey link, and encourage them to share their user experience with others. By interacting with your followers, you collect valuable feedback while also building trust in your brand.

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Caution: Since social media channels don't exclusively reach your users through the review campaign, non-users may also submit reviews. We try to identify these through our review process.

Review requests after support interactions

A successful review campaign stands and falls on the right timing, appropriate approach, and selection of suitable channels. Besides traditional email campaigns and social media posts, there's a particularly effective trigger along the customer journey: support interactions.

Support requests are often moments of high attention: your users reach out to you with a specific concern and receive direct support. These contact points can be used to transparently point out the opportunity to leave a review afterward.

1) CSAT as a possible filter mechanism

If you use a satisfaction survey in support (e.g., CSAT), you can use this as an optional filter for a subsequent review request.

How it works in practice:

• Users who provide a certain rating in a ticket follow-up survey (e.g., "Good" or "Excellent") subsequently receive an optional invitation to review on OMR Reviews.

• This way, you can segment your outreach and target user groups who recently interacted with support.

2) Context-based approach

When you send review requests after support contacts, a brief, context-based approach is recommended. A transparent reference to the previous interaction can increase relevance.

Example of appropriate wording:

"Thank you for your feedback about our support. If you'd like to share your experience publicly, we'd love to hear from you with a review on OMR Reviews."

Keep the message intentionally brief, include a clear call-to-action, and avoid too much additional information. This keeps the process simple and easy to follow.

For clean success measurement, it's recommended to set up this channel technically separately from other measures and work with dedicated campaign links.

In the OMR Manager, you can create channel-specific review campaigns with dedicated review links under "Reviews & Campaigns". These links can be placed directly in the template of your automated support email (e.g., in your CRM or support tool).

👉 You'll find more information on "Review campaigns in the OMR Manager" here.

Segmentation & frequency control

Regardless of which trigger you choose, you should clearly define contact frequency to avoid duplicate outreach.

Recommendation for configuration:

• Delivery based on defined CSAT values

• Frequency limit per user (e.g., once within 6-12 months)

• Optional: Exclusion criteria (e.g., internal accounts, test users, very new customers without product usage)

Incentivization & terms

Users can receive an incentive for a published review once within 12 months. This rule ensures that incentives aren't used multiple times for edits to existing reviews and supports sustainable budget management.

Monitoring: Keep budget and timeline in check

Since support-based triggers typically run continuously, you should regularly check budget and performance.

Best practices for monitoring:

• Regular monitoring of the Bonus Incentive Budget in the OMR Manager

• Limit the campaign in terms of time or budget if needed

• Continuous refinement of your segmentation (e.g., by product usage, account type, or lifecycle phase)

What happens when your budget runs out?

If your incentive budget is exhausted, the survey links remain active. However, no vouchers will be sent out after a review is published. Realistic planning and precise segmentation are therefore particularly important.

Incentivize or not?

For organic social media posts and paid ads, we recommend against using incentivized survey links.

By integrating an incentivized link, you reach a broader, less segmented audience. This increases the risk that people who don't actively use your product will also submit reviews. This lowers the quality of your reviews.

Additionally, incentivized campaigns through paid ads can quickly give the impression that reviews are being influenced or even "bought". This can tempt customers to provide embellished feedback just to get the incentive. Such reviews don't reflect the real user experience and undermine trust in your brand in the long run.

👉 Head to the LinkedIn post template

👉 Head to the Instagram post template

👉 Head to the Story & Reel template

Step 5: Run your campaign

It's time to launch your campaign and actively collect reviews! Create a survey link. Through the survey link you integrate in your campaign, your customers can access your OMR Reviews review landing page directly and participate in the survey.

Start your review campaign by following this step-by-step guide and learning how to set up a campaign in the OMR Manager.

Make sure to use only the survey link you created in your campaigns, not the link to your OMR Reviews profile. For more information and background, take a look at our article "OMR Reviews Survey Link".

-4)Every submitted review is personally reviewed and validated by our operations team within an average of 72 hours to ensure it's authentic and comes from real users. You can read the guidelines we follow directly here.

Step 6: Measure success and identify optimization opportunities

After your review campaign is complete, it's time to analyze the results and identify optimization opportunities.

Look at how well the timing of the campaign and individual initiatives worked, how many reviews were published, and which users they came from. This helps you increase participation rates more effectively in the future.

Also get internal feedback and conduct a brief retrospective with the involved stakeholders, for example with your Customer Success team. Discuss your review strategy, challenges, successes, and the customer feedback you received together. This way, you can derive valuable learnings and continuously develop your review campaigns.

Share the customer feedback from the reviews in consolidated form with the relevant teams, such as your product and service teams, so you can actively use your customers' input for product and service improvements and strengthen customer loyalty.

Empower your teams to work on the points mentioned or reach out to customers personally to address their feedback.

From the Advanced package onwards, you can also respond directly to published reviews in the OMR Manager. Your response will be published directly under the respective review on your profile, so potential and existing customers can see that you respond to customer feedback in an appreciative and informative way. This helps improve your brand perception.

And now? Time to celebrate your successful review campaign with your team! 🎉

Check out more articles in our "Reviews & Awards on OMR Reviews" category for helpful tips and best practices on handling customer feedback and effectively using reviews and badges on your channels.