Review Request Email for Jewelry Brands

Trigger on delivery, not purchase. Jewelry ships in a padded box with a pouch and a polishing cloth, and the unboxing is half the product. If you ask on ship day the buyer has only the box, not the wear time. In Klaviyo use the Delivered metric (in Mailchimp, a Shopify fulfillment trigger) and wait from there.

Wait 14 days. Solid gold and sterling need a week on the skin to prove they will not turn a finger green. Vermeil needs to survive a shower. Clasps need to be opened and closed a dozen times. Under 7 days you get thin reviews like "looks nice." Past 21 days the buyer has forgotten the unboxing feeling and the rate drops. Vela & Stone moved from a 1.9% review rate on a day-3 send to a 7.8% rate on a day-14 send across roughly 2,400 orders. Same copy. Different timing.

Lead with materials and outcome. A jewelry review is not a star rating, it is a materials report for the next shopper. Prompt for specifics: "Did the 14k solid gold feel heavy on first wear?" "How does the chain layer with the necklace you already own?" "Did anyone notice it across the table?" Specific prompts pull specific reviews, and specific reviews convert browsers. Product pages with three or more material mentions tend to convert traffic at about 2x the rate of pages stacked with generic "love it" lines.

Offer a real, modest incentive. Fifteen dollars off the next piece, free engraving on the next order, a free polishing cloth in the next shipment. Pay for the act of reviewing, not for five stars, because Klaviyo deliverability and FTC guidance are both clear on that line. Skip "win a $500 gift card" language: fine-jewelry buyers read it as a sweepstakes and click less.

Make the CTA a photo ask, not a star ask. Jewelry sells on skin. A text review is fine; a photo of the ring on a hand, the chain layered, the studs in an ear is what sells the next 50 units. Primary button: "Leave a 90-second review." Secondary line: "Already wearing it? Tag @yourbrand and we will feature your stack." Brands that add the UGC line routinely see photo-review volume roughly triple.

This template is built as nested HTML tables, not divs or flexbox. Every email client from Gmail to Outlook 2016 to a five-year-old Samsung mail app renders a table. Flexbox and CSS Grid do not survive the trip.

Every style is inline on the element it styles. Gmail strips the head and the style block for many accounts, so anything that lives only in a stylesheet disappears. Inline CSS means your gold button, your serif headline, and your spacing hold up everywhere.

The CTA is a bulletproof VML button. Outlook on Windows runs the Word rendering engine, which does not draw border-radius on an anchor tag and flattens padding. The button is wrapped in Vector Markup Language so Outlook draws a real gold rectangle with rounded corners and a working click. Apple Mail, Gmail, and Yahoo ignore the VML and use the clean HTML button underneath.

The copy is live text, not image slices. Your headline, body, button, and merge tags are real characters. That keeps the email accessible, fast on cellular data, and readable to screen readers. Images carry the product shot and nothing else.

Dark mode is handled at the head. A color-scheme meta tag tells Apple Mail and Outlook which surfaces are safe to invert. Backgrounds and body text are picked so the inverted version still reads as warm gold on cream, not a blown-out white slab.

One mobile media query, set at 600px. Padding tightens, the headline steps down a point, and the button stretches full width so a thumb can hit it on an iPhone. There is no second breakpoint and no JavaScript, because neither helps an email.

Web fonts load with a fallback chain. The headline tries a brand serif, falls back to Georgia, then Times New Roman, then the system serif. If the web font is blocked on a corporate network, the email still looks designed.

Copy the HTML. Take the MJML below, render it to HTML through the MJML app, the mjml CLI, or Klaviyo's built-in MJML support, and copy the output.

In Klaviyo, paste into an HTML block inside a template, or open a text block and flip to Source Code view to drop the HTML inline. For the trigger, build a metric-based flow: Placed Order, add a Trigger Filter where Delivered equals true, then a Time Delay of 14 days. That waits from delivery, not from purchase, which is the whole point for jewelry.

In Mailchimp, start a campaign, choose Code Your Own, then Paste in code, and drop the HTML in. For reuse, save it as a template under Content, Email Templates so every jewelry send starts from the same shell.

Swap the brand layer. Replace the logo URL, the three metal-tone hex values (gold accent, cream background, charcoal text), the review-form link, and the Instagram handle. The palette lives in one mj-attributes block in the MJML and as inline hex in the HTML, so you retone it in one sweep.

Wire your merge tags. Jewelry personalizes hard, so use them. In Klaviyo: {{ first_name|default:'friend' }} in the greeting, {{ event.extra.items.0.product.name }} or the catalog item name in the body so the line reads "Your 14k Gold Pavé Ring has now had two weeks on your hand," and {{ order_id }} on the review link so the form pre-fills the order. In Mailchimp: *|FNAME|* for the name, *|PRODUCT_NAME|* for the piece, and a custom merge for the order id.

Test before you send. Inbox-test in Gmail web, the Gmail iOS app, Apple Mail in light and dark, and Outlook on Windows. Click the button. Check the gold tone under dark-mode inversion. Confirm the merge tags resolve on a real profile instead of showing literal curly braces. Then schedule the flow and let the 14-day clock run.