HubSpot + Trustpilot - Automatic Feedback Service (AFS) Setup

HubSpot + Trustpilot AFS integration sends email invitations to your customers to leave a review automatically 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, which triggers an invitation to be sent. You can read more about AFS here

If you want to use AFS with HubSpot, you’ll need to use a structured data snippet. You can set it up by adding the following code snippet to the template of your confirmation emails. Here’s how to get started:

1. Click Create workflow

a. Make sure your workflow is Contact based & Start from Scratch.

b. Title your workflow.

c. Choose Next in the top right corner. 


2. Click Set enrollment triggers.

a. Choose Contact properties.

b. Search for and choose Lifecycle stage.

c. Choose Has ever been any of.

d. Click Lead then Apply filter.

i. Click And.
ii. Follow steps 2a. and 2b. again. 
iii. Choose is and of and decide with your Implementation Manager the most appropriate trigger point in the customer lifecycle.
iv. Click Apply filter.

e. Click Save in the bottom left corner.

**Note: If ever both enrollment triggers are true at the same time for a specific contact, that contact will be enrolled in the workflow and the action (sending a Trustpilot email) will be carried out.


3. Click the small plus button under the enrollment triggers in order to set an action.

a. Scroll down and choose Send internal marketing email.

b. Add your unique Trustpilot email address under Send email to.

c. Scroll down and choose Create new email.


4. Click the Simple email template.

a. Title your email.

b. Delete all content from the text body.

c. Click More from the options bar.

d. Click Source code from the drop down.


5. Copy and paste this script into the source code.

<p>Hi Trustpilot,</p>
<p>Name:&nbsp;{{ contact.firstname }}&nbsp;{{ contact.lastname }}<br>
Email:&nbsp;{{ }}<br>
Reference: {{ contact.hs_object_id }}<br>
Company:&nbsp;{{ }}</p>
<p>All the best,<br><br>Your Favorite Marketing Team</p>


<script type="application/json+trustpilot">


"recipientName":"{{ contact.firstname }}",

"recipientEmail":"{{ }}",

"referenceId":"{{ contact.hs_object_id }}"




a. Click Save changes in the bottom left corner.

** Note: You should now see information dynamically populated to the body of the email template.


6. Click Settings in the top center of the page.

a. Add a subject line.

b. Double check your subscription type is set to “Trustpilot.”

c. Choose Office location.


7. In the top right corner choose Review and save (Ignore the warnings).

a. Click Save for automation in the bottom left corner.

b. Re-enter your unique Trustpilot email address.

c. Scroll down and choose the email you just created.

d. Click Save in the bottom left corner.


8. Choose Review in the top right corner.

a. Select “No...” for the Existing contacts option.

b. Click Turn on in the top right corner.


9. You can now navigate to your contacts to test the workflow.

All contacts should originally be a lead when created. That being the case, all you need to do in order to test is edit a contact Lifecycle Stage to the trigger we set in the workflow. Given that both parameters are now true, this should enroll the contact in the workflow and trigger the Trustpilot email.

Within the History tab in your Trustpilot workflow, you should now see a contact having been enrolled and the action completed.

If you’d like more information on how to use a structured data snippet with AFS, check out this article.

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