How to use Automatic Feedback Service (AFS)

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Automatic Feedback Service is an invitation method that can be used to automate the collection of product and service reviews. In this article, we’ll show you how to send automatic review invitations to your customers using our Automatic Feedback Service (AFS). 

What is AFS?

AFS automatically sends email invitations to your customers after they make a purchase or have a service experience. When a customer purchases something from your business, you send them an order confirmation via email. If you include Trustpilot as a BCC on the confirmation email, AFS will be triggered and send them a review invitation.


Set up AFS

  1. In Trustpilot Business, go to Get Reviews > Automatic Feedback Service.
  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 order confirmation emails you send to your customers. You’ll have to do this in your ecommerce, CRM, or invoicing system’s settings.


Note: BCC stands for "Blind Carbon Copy." It’s a way to send an email to others without the main recipient knowing.

If you can't include Trustpilot as a BCC recipient in the email that you send to customers, you can still use AFS by using a structured data snippet. Learn how to do this here.

Once you send a confirmation email to a customer, an invitation to leave a review will automatically be queued for delivery. To check that your setup is working correctly, visit your Invitation History. From there, you can view scheduled and sent review invitations, to confirm the automation is working.

Customize 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.  

As a default, AFS will automatically pull names and reference IDs from email subject lines to personalize invitations if they're not present in the structured data snippet.  Customer names will be pulled from the “To” field, while the reference number will be pulled from the subject line.

In order to ensure that we can pull the data properly, make sure to add a shipment, order, or reference number into the subject line. This number should be added in one of the following formats: 

  • Digits and uppercase letters, separated by dashes  - For example: 224-KLMN-72OM56, 01-230920-716, 2021-86574
  • Digits and letters (min 7 characters) - For example: KSLDD5A, 572854E, 869fk45h
  • Numbers - For example:  #2111, 224, 8002211922, # 5674

In general, we recommend prefixing numbers with "#" to increase the chances of the data being pulled correctly. Numbers in the range 1900-2199 are ignored if not preceded by “#”, as the system will recognize these numbers as dates. It's also a good idea to add more characters, like the year or “ORDER” e.g. 2021-111, ORDER2456.

Note: We don't currently support letter only references, e.g. HUSKGAS. 

If you're using an older version of AFS, we strongly recommend that you upgrade to the latest version. To do this, or if you’re unsure which version you’re on, check out this article.