What is the best way to ask for Google reviews via email?

The best review request emails are short, personal, and direct. Mention the specific job by name or suburb. Use your own name rather than a business email address. Include one clear link to your Google review page — not a general link to your website. Send it within 24–48 hours of job completion when the experience is fresh. Most importantly, do not overcomplicate it — a simple genuine ask converts better than a designed email template.

How many emails does it take to generate a Google review?

On average, about 3 in 10 email requests result in a review when the email is sent promptly after job completion and includes a direct Google review link. With a cold list (customers you have not contacted in a while), expect closer to 1 in 10. The key is volume — if you do 10 jobs a week and email every customer, you should be generating 3–5 reviews per week consistently.

Can I automate Google review request emails?

Yes. Many job management tools (including Tradify and Fergus) have follow-up automation that can trigger an email after a job is marked complete. Alternatively, a simple email automation tool can send a review request 24 hours after you send a final invoice. Automation does not replace personalisation — the message still needs to sound like it comes from a real person.

Is it against Google's guidelines to ask customers for reviews?

No. Google explicitly allows businesses to ask customers for reviews. What is not allowed is incentivising reviews (offering discounts or gifts in exchange), bulk purchasing fake reviews, or asking employees to review your business. A genuine email asking a real customer to share their experience on Google is completely within policy.

What should I put in the subject line of a review request email?

Keep it personal and low-friction: "Quick favour, [first name]" or "Thanks for having us out" or "Your feedback means a lot." Avoid anything that sounds like marketing — "Rate us!" or "Leave a review and get..." triggers the delete reflex. The goal is to make it feel like a direct message from you, not a marketing campaign.

Logan McLaughlin·22 July 2026

Email Marketing for Google Review Generation: A System for NZ Tradies

Email is the most reliable way to convert past customers into Google reviews. A short, personal review request sent within 24 hours of job completion — with one direct link to your Google review page — converts at roughly 30%. Here is the exact system NZ tradies can use to build a consistent review engine without platforms or paid tools.

Google reviews are the highest-leverage thing a tradie can build. They rank you higher in local search, they signal credibility to new customers, and they influence AI tools like ChatGPT when someone asks for a tradie recommendation in your area.

The problem is that most tradies ask for reviews awkwardly — verbally at the end of a job, when the customer is distracted — or not at all. Email fixes this. It gives the customer a direct link, time to think, and a clear action to take.

The Core System: Three Emails

Email 1: The same-day ask (24 hours post-job)

Subject: “Thanks for having us out”

Body: “Hey [Name], thanks for having us out to sort [specific job] in [suburb]. Really appreciate it. If you have a minute, a Google review would mean a lot — it helps people find us when they need similar work done. [Direct Google review link]. Cheers, [Your name]”

That is it. No graphic design, no branding, no disclaimer. It should read like a text message from a real person.

Email 2: The follow-up (five days later, if no review)

Subject: “Quick one from [Your name]”

Body: “Hey [Name], just checking in — if you had a chance to leave us that Google review, it really does help. No worries if not. [Direct Google review link]. Cheers”

One follow-up. Not two. One. Then stop.

Email 3: The annual re-activation (for old customers)

Subject: “Hey [Name] — from [Your name]”

Body: “Hi [Name], [Your business] here — we did your [job type] back in [month/year]. We're working on building our Google reviews and your feedback would mean a lot if you ever have a minute. [Direct Google review link]. And if you ever need us again, just reply here. Cheers”

This works well for building a review base fast from a cold customer list. Smithco Electrical used a version of this approach and collected 20 reviews in two days.

Getting the Google Review Link Right

The most common reason email review requests fail is a bad link. Search "[your business name]" on Google and find your Google Business Profile listing. Click "Get more reviews" or "Share review form" in the GBP dashboard. Copy that direct link — it takes the customer straight to the review box with no extra clicks.

If you send them to your website instead and expect them to navigate to your GBP, you will lose most of them before they start.

Automating the System

The system above works manually but scales better automated. Most tradie job management tools can trigger an email sequence when a job is marked complete. Set the first email for 24 hours post-completion, the follow-up for five days later, and let it run.

Within four weeks of running this consistently, most tradies see a measurable improvement in their Google review count and GBP ranking.

Frequently Asked Questions

For the full guide to Google reviews for tradies, read Google Reviews for Tradies: How to Get More and Rank Higher. For how to ask verbally and in person, read How to Ask for Reviews as a Tradie (Without Being Awkward).