When you sync product and service review data from your integrations, Dotdigital stores it as Insight data. You can use this data to build targeted segments and create personalised program journeys based on customer feedback. Whether you're responding to positive reviews or nurturing unhappy customers, review data helps you tailor your communications and improve engagement.
This feature supports integrations such as Trustpilot, Yotpo, Judge.me, and others.
Before you start
Things you need to know:
You must connect an integration and ensure that review data is syncing to your contacts.
Some integrations only sync review data for existing contacts. Check your integration’s behaviour to ensure contacts are created or matched correctly.
Learn more in Integrations.
Use product and service review data in segments
Review data is stored in Dotdigital as contact insight, inside a collection called Reviews. Each review includes a type field that identifies whether it’s a product or service review.
When building a segment based on review data, you can filter by review type and other fields to target specific behaviours or preferences.
We store the following fields for each review record:
id
reviewdate
ratingscore
ratingcontent
productid
name – product name (product reviews only)
sku – product SKU (product reviews only)
brand
type – identifies whether the review is for a product or a service
These fields are available when building segments, allowing you to filter on:
specific products
review sentiment, for example, ratings ≥ 4 or ≤ 2
keywords in review content
product names, brands, or SKUs
service vs. product reviews
Most integrations use the same structure, though field naming may differ.
For example, Judge.me may label service-level reviews using type = "store_review", but it behaves the same as the standard service review type during segmentation.
Access review data within a segment
Go to Audience > Segments, and select the Edit icon to edit an existing segment, or select NEW SEGMENT to create a new one.
Inside the segment builder, from the left side panel, drag an Insight data block into one of the segment drop zones.
Select click to select insight data to edit the rules.
Expand the drop-down menu at the top of the Insight data window and select the Reviews insight data collection.
If you only have a small number of insight data collections, instead of an Insight data block, you might see individual blocks for each collection. If that’s the case, drag a Reviews block into your segment.Set your contact filter using the radio buttons to choose between Number of, Total of and Average of, and then expand the Contact filter drop-down menu to choose and configure an operator.
You can hover over the label for each radio button to see an explanation of how each option affects the records shown in the final segment.
Expand the Record filters drop-down menu to choose type.
Type Product or Service and set other rules according to your preference.
Once you‘re happy with your rules, select OKAY to return to the segment builder.
The Record filters area allows you to build out simple or complex segment rules based on the review data you have stored against your contacts.
Learn more in Use Insight data for segmentation.
Use product and service review data in programs
You can configure automatic program enrolments for customers who leave a product or service review as part of the integration setup.
Once enrolled, you can use Decision nodes to tailor program journeys based on:
review type
review sentiment
product details (product name, brand, SKU)
timing (for example, reviews left today vs. older reviews)
Example use cases
Send a follow‑up campaign with recommendations to customers who left a high‑rating product review.
Enrol contacts who leave a low‑rating review into a retention or support program.
Automatically thank customers for leaving a 5‑star review.
Target customers who reviewed a specific product category, such as jackets or footwear.
Example program
Set up a program to send a campaign to customers who leave a positive review for products in a specific category.
Go to Automation > Programs and select NEW PROGRAM.
Select Blank template and give the program a name.
Drag a Start node onto the canvas, select it, and set the Enrolment schedule to No scheduled enrolment.
The integration pushes contacts directly into your program, so you don’t need to configure separate enrolment rules.
Add a Decision node which identifies contacts who:
have left a review that day (to ensure that you’re not identifying historic review data)
and
have reviewed a product where the name contains jacket
and
gave a review with a rating score of 4 or higher
Add an End node to the No path of your Decision node, to exit contacts who don’t meet the criteria from the program.
Add a Campaign node to the Yes path of your Decision node, to send an email campaign to those contacts who do meet the criteria.
Connect the Campaign node to the End node so that contacts exit the program once they have been sent the campaign.
This program targets a specific audience using review data and sends a personalised follow‑up.
You can extend this approach to build more complex automations.
Judge.me and extended automations
If you use Judge.me with Shopify Flow, you can trigger more advanced automations in Dotdigital. For example, a Judge.me review event can be sent into Shopify Flow, which can then update data or trigger an action that enrols the contact into a Dotdigital program.
Learn more in Send Judge.me review invites through Dotdigital using Shopify Flow.
Learn more