# How to customise review request messages (SMS/email)

> Learn how to customise and automate review requests by SMS and email with Futuria CRM to improve your online reputation.

Author: Futuria Support Team · Published: June 18, 2026 · Reading time: 9 min read

Source: https://futuriamarketing.com/en/supporto/personalizzare-richieste-recensione-sms-email/

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## What are review request messages?

Review request messages automate the way you ask your customers for public reviews. Futuria CRM can send customised **SMS** and **email** messages after check-in, repeat them at scheduled intervals until the customer clicks the link, and send traffic to the right destination using your **review link**.

## Key benefits of review request messages

Understanding the benefits helps you set up requests so that they fit your business goals.

- **Brand consistency:** create templates that match your tone and your brand for both SMS and email.
- **Automation:** schedule when the first request goes out and how often follow-up attempts are sent until the customer clicks.
- **Personalisation:** use dynamic fields such as contact and account variables for tailored messages.
- **Flexibility:** send customers to your Google Business Profile or to a custom destination; add several links in emails.
- **Control:** choose which templates are active for the first send and which to use for each follow-up attempt in your sequence.

## Where you can send review requests from

Once you have set up the templates and the frequency, you can request reviews from several sections of Futuria CRM. Use the method that best suits your team's workflow.

- **Reputation → Requests:** send and monitor requests in bulk or one by one.
- **Contact record:** open a contact and choose **Send review request**.
- **Automations:** use the **Review request** action to automate sends based on triggers (for example, after an appointment status change).
- **Channels:** this guide covers SMS and email; **WhatsApp requests** are available under **Reputation → Settings → WhatsApp requests** (to be configured separately if needed).

## Review link (review balancing vs. custom link)

The review link is the URL inserted into your requests. You can let Futuria CRM balance reviews across the supported platforms (for example, Google) or override that option with a single destination using a custom URL.

**Where to find it:** **Reputation → Settings → Review link**

![Review link settings in Futuria CRM, with review balancing and custom link options.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/69b8f774-0a69-44f3-886a-e1e4d0a5a1e8.jpg)

#### Activation and frequency controls

- **Review balancing:** turn it on to distribute review traffic automatically across the platforms you have set up.
- **Get reviews on Google:** connect your Google Business Profile (GBP) to send traffic to your Google listing.
- **Custom link:** select it and paste a specific URL if you want to send every customer to a single page.

***Tip:** if you use a custom link, check that it opens the review form directly. If you use balancing, make sure your integrations are connected correctly.*

## SMS requests

SMS requests are quick and personal. Use the toggle to turn them on, decide when to send the first message, set how often attempts are repeated, and create templates that include your review link and an optional image.

**Navigation:** **Reputation → Settings → SMS requests**

![Settings panel for review requests by SMS in Futuria CRM.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/d6c23772-11cf-4cc3-915d-f7be65e78d8a.jpg)

#### Activation and frequency controls

- **Enable review requests by SMS:** turn on the toggle in the top right.
- **When should the SMS be sent after check-in?:** choose when the first message goes out (for example, Immediately).
- **Until clicked, repeat every:** choose an interval (supports **Custom** with a number + **Days**).
- **Maximum number of attempts:** set how many reminders can be sent if the link is not clicked.

![Controls for setting the sending frequency and the maximum number of attempts for review request SMS messages.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/6c073328-1fe2-4d75-8032-377611684c70.png)

### Creating or editing an SMS template

1. Click **Create new** (or **Edit** on an existing template).
2. Choose **Create from scratch** or **Select from predefined templates**. In the editor, add a **Template name**. Optionally, enable **Request with image** (or add an image URL).
3. Write your message and insert the review link token: {{reputation.review\_link}}.
4. Click **Save**.

***A note on costs:** if you enable the request with an image, the message may be sent as an MMS and incur different charges. Check with your provider.*

## Email requests

Email requests allow richer branding, images and several review destinations. Turn the feature on, set timings and attempts, then create or import templates in the drag-and-drop editor.

**Navigation:** **Reputation → Settings → Email requests**

![Settings panel for review requests by email in Futuria CRM.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/44f3128c-67d4-4d5e-8e15-0f15382a1724.png)

#### Activation and frequency controls

- **Enable review requests by email:** turn on the toggle in the top right.
- **When should the email be sent after check-in?:** choose the initial delay (for example, 1 hour).
- **Until clicked, repeat every:** set the repeat interval (supports **Custom** with a number + **Days**).
- **Maximum number of attempts:** choose how many reminders to send.

***Note:** "after check-in" refers to the moment the "Send review request" action is triggered, either manually (from a contact record or from Reputation → Requests) or automatically through an automation. The timing you select here determines how long after that trigger the message is sent.*

![Controls for setting the sending frequency and the maximum number of attempts for review request emails.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/a1a04248-4f8c-44f6-8c91-6eb82409ebc4.png)

### Creating or importing an email template

1. Click **Create new** → **Create new template** or **Import from the template library**.
2. In the email editor, add your branding and your content.
3. Drag the **Review link** element into the email (or set the main button to use the review link).
4. Save the template.

## Selecting templates for the first send and follow-up attempts (sequence)

Turning on SMS/email requests is not enough; you also need to tell Futuria CRM which template to use for the initial send and for each follow-up attempt. This selection controls exactly what customers receive at every step.

- **For emails:** click **Set email templates**, select the template for the **first send** and assign templates to each **attempt** slot, then click **Save**.
- **For SMS:** click **Set SMS templates**, then select your templates for the first send and the attempts and save.

## How to set up review request messages (step by step)

#### Step 1: Set up the review link

In the left-hand sidebar, click **Reputation**, then open the **Settings** tab at the top. Under **Review link**, turn on the **Review balancing** option or select **Custom link** and paste your URL into **Set your custom link**.

![Step 1: Setting up the review link in the Reputation settings.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/6acc6321-77f7-4025-b63e-827c2aa15b25.jpg)

#### Step 2: Enable SMS requests

Go to **Reputation → Settings → SMS requests** and turn on the toggle in the top right. Set **When to send after check-in**, choose the **repeat interval** and the **Maximum number of attempts**, then use **Create new** or **Set SMS templates** to manage the messages.

![Step 2: Turning on review requests by SMS and setting the frequency.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/d74f5df5-9529-4e3a-84e5-e227b3205af6.jpg)

#### Step 3: Add an SMS template

Click **Create new** to build a new review request by SMS, or use the **pencil (edit)** icon to edit the selected template. The templates you create or edit here appear in the list and can be assigned to the sequence.

![Step 3: Creating a new SMS template for the review request.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/60c48aed-3930-461b-9324-27d5d28650ce.png)

#### Step 4: Choose the template type

After clicking **Create new**, choose how to start: **Create from scratch** or **Select from predefined templates**. Click **Select** under the option you prefer: start from scratch for full control, or use a proven template to move faster.

![Step 4: Choosing between creating an SMS template from scratch or using a predefined one.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/232bab2d-aca8-4122-8afb-e8d3ff73ceeb.png)

#### Step 5: Choose a predefined template

From the **SMS template library**, select a predefined option such as **Request a review**. Click **Edit template** to open and customise it, where you can change the text while keeping the {{reputation.review\_link}} token.

![Step 5: Selecting a predefined SMS template from the Futuria CRM library.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/b7261e2f-5498-4912-adcc-ad7f817eb125.png)

#### Step 6: Customise the SMS template

Enter a **Template name**, optionally enable **Request with image** to upload or link an image, and write your message using {{reputation.review\_link}}. Check the phone preview on the right, then click **Save**.

![Step 6: Customising the SMS template with a name, an image and the message text.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/c23780bf-ac77-46ed-843d-2c836255f909.png)

#### Step 7: Enable email requests

Go to **Reputation → Settings → Email requests** and turn on the toggle in the top right. Use the controls to set when to send, the repeat interval and the maximum number of attempts, then manage the templates via **Set email templates** or **Create new**.

![Step 7: Turning on review requests by email in the Reputation settings.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/d3112595-3d32-4985-9af0-b187e1e752b9.png)

#### Step 8: Assign the email sequence

Click **Set email templates** to choose which template is sent first (**First send**) and which ones to use for each **Attempt** slot from the drop-down menus. Review or edit the email subject lines if needed, then click **Save** to apply the sequence.

![Step 8: Assigning the email templates for the initial send and the follow-up attempts.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/0e3193b5-6cf5-421b-a04c-49d65d6bb37c.png)

#### Step 9: Create or import an email

Use the **Create new** drop-down to **Create a new template** or **Import from the template library**. To edit an existing design, click the **⋯** menu on a template card and choose **Edit template**; you will assign them later via **Set email templates**.

![Step 9: Creating a new email template or importing one from the library.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/2ae7ca91-141b-4df2-b5af-c6c9b86fd36b.png)

#### Step 10: Design the email content

Use the drag-and-drop editor to add text, images and buttons from the **Elements** panel on the left. Drag the **Review link** element (bottom left) into your layout so that the CTA opens the review URL you have set up, then click **Save** in the top right.

![Step 10: Using the drag-and-drop editor to design the content of the review request email.](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/c8e90b2d-30fe-4ec3-a130-9a46a9648ae0.png)

## Frequently asked questions

##### What happens after a customer clicks the review link?

The schedule of attempts stops for that channel as soon as the click is detected, preventing any further sends to that contact.

##### What is the difference between review balancing and a custom link?

**Balancing** distributes traffic across the review sites you have connected (for example, Google). A **custom link** sends everyone to a single destination that you choose.

##### Which token should I use in SMS messages for the review URL?

Use {{reputation.review\_link}}. It automatically uses the review link you have set up under **Reputation → Settings → Review link**.

##### Can emails include more than one review destination?

Yes. In the email editor you can use the **Review link** element and, in some templates, set up several review buttons if the design supports it.

##### How many attempts should I set?

Most teams start with 2-3 attempts. The right number depends on engagement, industry norms and compliance requirements.

##### Does adding an image to an SMS change the cost?

It may be sent as an MMS, which can carry different rates depending on the carrier. Check the rates of your messaging provider.

##### Do I have to connect my Google Business Profile?

Only if you want to send reviews to Google using balancing. If you prefer another site or a page of your own, set up a **custom link** instead.

##### Can I automate requests without manual sends?

Yes. Add the **Review request** action in an automation to trigger sends automatically (for example, after a "check-in").