How to use Automatic Feedback Service

Automatic Feedback Service (AFS) is an invitation method that can be used to automate the collection of service and product reviews. 

There are different limitations on the number of invitations you can send out depending on your Trustpilot plan:

  • Free: 50 per month 
  • Plus: 200 per month
  • Premium: 500 per month 
  • Advanced: 5000 per month 
  • Enterprise: Unlimited

How does AFS work?

You send an email to your customer after they’ve had an interaction with your business. If you include Trustpilot as a BCC on this email, it then serves as a trigger email that activates AFS and notifies us that we should send this customer a review invitation. Here's a breakdown: 

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1. Your customer makes a purchase or has a service experience with your business.

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2. You send them a transactional email. This will trigger a separate email to be sent to Trustpilot, which notifies us to send a review invitation.

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3. We'll queue an invitation to be sent. It will be delivered in 7 days by default, but you can also choose a custom send time.

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4. Your customer will receive the invitation, which allows them to write a review of their experience with your business on Trustpilot.

The transactional email that you use to trigger AFS can be many things. Some examples include: purchase orders or confirmations, receipts, welcome emails, support requests, shipping notifications, etc.

BCC stands for "Blind Carbon Copy." It’s a way to send an email to others without the main recipient knowing. Your customer will not be able to see that the email was also sent to Trustpilot.

What if I don’t have a BCC field?

No BCC? No worries! The go-to workaround is to send a separate trigger email directly to your unique Trustpilot email address.

You’ll need to include a dynamic structured data snippet in that trigger email, either in the body of the email as plain text or in the HTML.

Read this article to learn more about how to do this.

You can also check out our Trustpilot ecommerce integrations, which have automatic invitations built in to their functionalities.

How to set it up

  1. In Trustpilot Business, go to Get reviews > Invitation methodsTrustpilot Automatic Invitations (AFS).
  2. You’ll see your unique Trustpilot email address. You can copy it by clicking Copy email address.
  3. Add this address as a BCC recipient on the transactional email you want to use to trigger AFS. You’ll need to do this in the email settings of whichever system you’re using to trigger from.

After you send your transactional email to a customer, we’ll soon get the trigger email. Once we receive it, a review invitation will automatically be queued for delivery.

To check that your setup is working correctly, visit your invitation status page. From there, you can view scheduled and sent review invitations. If you can see invitations being created from recent transactions, that means you’ve set it up properly!

Customize your AFS invitations

Using the basic AFS setup is effective on its own, but if you want to further enhance your invitations and add more functionality, you can add a structured data snippet to your email template. Read more about how to use structured data for AFS in this article.

You can also check out the following articles to learn how to customize your invitation settings and timing.

And finally, you can take a look here to find out how you can customize your AFS invitations with customers' names and reference numbers.

Want to use Automatic Feedback Service (AFS), but your system doesn’t have a BCC field in its email templates? That’s no problem. Read on to find out how to use it even without one.

We designed AFS as a universal tool that would allow all our users to be able to send automatic invitations, no matter what operating system is being used. Because there are so many platforms out there, it can be a bit tricky to create a straightforward, one-size-fits-all method.

This is how AFS works: You send an email to your customer after they’ve had an interaction with your business. If you include Trustpilot as a BCC on this email, it then serves as a trigger email that activates AFS and notifies us that we should send this customer a review invitation.

Unfortunately, not all platforms have a BCC field readily available in their email templates. If that’s the case for you, the go-to workaround is to send a separate trigger email directly to your unique Trustpilot email address. Here’s how to get started:

Choose your trigger email

The first thing you need to do is decide what email you’d like to serve as your trigger email.

The structured data snippet is very flexible, and can be added at various touchpoints of your customer’s journey. We usually recommend adding it somewhere in the HTML of your order or delivery confirmations.

However, the snippet will also work if you add it to the HTML of any transactional email, or as plain text in the body of an email. This can be useful for certain email clients that don’t allow you to edit the HTML or if the email client doesn’t allow for <script> tags.

Add your dynamic structured data snippet to your trigger email

Once you’ve decided on your trigger email, you’ll need to add the structured data snippet to that email’s template.

Here’s a quick example of what a basic snippet would look like:

<script type="application/json+trustpilot">
{
"recipientName": "Dynamic placeholder",
"recipientEmail": "Dynamic placeholder",
"referenceId": "Dynamic placeholder"
}
</script>

It’s very important to note that this snippet must be implemented with the dynamic placeholders used by your specific platform. These placeholders vary from platform to platform, so be sure to find the right ones for your system and replace the examples above with the relevant information.

To ensure the snippet loads correctly, do not modify its format - All the commas, quotation marks, and colons are necessary.

Set up a trigger email for Trustpilot

Next, you’ll need to make sure that the trigger email is being sent to Trustpilot, so that we’ll receive a notification to send a review invitation.

  1. In Trustpilot Business, copy your unique Trustpilot email address. You can find it here.
  2. Within the settings of your CRM or ecommerce platform, find the section where you can create trigger/notification emails. Some systems call this section notifications, actions, etc.
  3. Create a new trigger/notification email dedicated to Trustpilot - for example, after a confirmation of delivery. Add your dynamic structured data snippet in the HTML body of the email.
  4. The settings of this trigger email will have a To: field. This is where you’ll paste the unique Trustpilot email address you copied in Step 1. Please ensure that only Trustpilot receives this trigger email.

You've now created an automated event. When completed, a trigger with the information pulled from the structured data snippet will be sent to Trustpilot. This notifies us to generate an invitation, which we’ll send to your customer at an automatically optimized time.

Partner guides

You can also take a look at these guides on how to use AFS for certain Trustpilot partner integrations. The guides are not official Trustpilot support documentation, so we can’t claim responsibility for their content or provide technical support, but they can be useful for finding out more information about specific platforms and how they interact with Trustpilot AFS.

How to check if Automatic Feedback Service is working

To ensure your AFS is working correctly, use this checklist and make sure to:

If you can see invitations being created from recent transactions, that means you’ve set it up properly. Good job!

Invitation status

If your invitations are being successfully sent, you should see one of the following status messages on your invitation status page.

Sending - Delivery in progress
If invitations are scheduled to be sent with a delay of 1 or more days.
Delivered
If they are scheduled to be sent immediately.

Sometimes things don’t go quite right, and invitations can’t be delivered. You can find a comprehensive list of all possible invitation statuses here, alongside some troubleshooting tips and tricks.

For transparency reasons, you won’t be able to send test invitations to addresses with the same domain as your company. 

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