Overview
In-Mail is a sequence email template type that allows shoppers to leave a review directly from their inbox, without needing to open a browser.
This high-conversion review collection format is especially effective on mobile, where reducing friction leads to more reviews. Customers can rate a product, leave a written review, and select from predefined attribute options, all within the email client.
Which email types and sequences support In-Mail?
You can use an In-Mail template with any of Okendo's native email sequences. They are built specifically for Review Request emails, so you won't see them available for email blocks like media requests.
⚠️ In-Mail is not supported in external Email Service Provider (ESP) sequences such as Klaviyo or Attentive.
In-Mail email templates include the following new fields:
Star rating
Review title
Review description
Attribute inputs (e.g. radio buttons, sliders, drop-downs)
Create and customize an In-Mail template
In-Mail templates are a specific type of email for sequences that can be styled to match your brand, just like a standard email template.
💡 Learn more about customizing your emails.
To create an In-Mail email template:
Click Add email
In the layout modal, select In-Mail
Enter a name for your template
Click Create
You'll now see the email template editor, where you can fully configure the form and styling.
In-Mail specific styling options
You can configure how the In-Mail specific elements appear in your email, including;
Star layout and order
Attribute alignment (left or center)
Input border color
Configurable options | Description |
Star Layout | Display the rating stars either vertically or horizontally. |
Star Order | Display the rating stars either ascending (1 → 5) or descending (5 → 1) |
Attribute Alignment | Align attribute elements either to the left or centered. |
Input Border Color | Set the color of the input elements in the email template. |
Custom Rating Label | Change the rating question text displayed above the star selector |
💡 You can preview how your email will look on mobile and desktop using Okendo's standard preview tools.
Add your In-Mail template to a sequence
In-Mail templates work with native Okendo sequences that include a Review Request send block.
To add your In-Mail email template to a sequence:
Create or open your sequence
Click a Send block (make sure it's a Review Request block)
Under the Email dropdown, choose your In-Mail template
Click Save changes
Control which product appears
When an order contains more than one item, you can use the product sorting controls to determine which product is shown in the email first.
Sort by options:
None – Default: first product in the order
Price – Highest or lowest priced item
Rating – Based on average product rating
Review count – Based on the number of existing reviews
Sort order:
Ascending = lowest value
Descending = highest value
What happens after a customer submits a review?
After submitting their review, your customer is redirected to the review capture form, and from here they can:
Upload photos or videos
Leave additional reviews (if enabled)
❗ Media cannot be collected directly via the In-Mail form.
FAQs & Troubleshooting
Q: What is In-Mail, and how is it different from other email templates?
A: In-Mail is a template type that lets customers submit a review directly within their email, with no need to open a browser or load a webpage. It's designed to reduce friction and boost review conversion, especially on mobile.
Q: Can an In-Mail template be used for different types of email blocks?
A: No. An In-Mail template can only be used for review request email blocks, not media request blocks.
Q: Can customers upload photos or videos in an In-Mail review?
A: Not directly. After submitting their review, customers are redirected to a follow-up form where they can add images or videos.
Q: What types of sequences support In-Mail?
A: In-Mail works with all of Okendo's native sequences. It's not compatible with external Email Service Provider (ESP) sequences like Klaviyo or Attentive.
Q: How do I choose which product shows up in an In-Mail review request?
A: Use Product Sorting in your sequence to control which product appears in the email. Sort by price, rating, or review count, ascending or descending.
Q: Can I customize the star rating or form layout in an In-Mail template?
A: Yes. You can adjust the star layout (vertical or horizontal), order (1 to 5 or 5 to 1), rating label text, attribute alignment, and input border color to match your brand.
Q: Does In-Mail support localization and translation?
A: Yes. In-Mail translates all fixed strings (like form labels and button text), using the same localization settings as other Okendo templates. Translation of custom content, such as your header text or review question labels, isn't supported yet.
Q: Can I preview how my In-Mail email will look on mobile and desktop?
A: Yes. Use the standard Preview feature in the email editor to see how your In-Mail template appears across devices.
Q: Which email clients support In-Mail?
A: In-Mail works in most modern email clients, but it isn't supported in Microsoft Outlook. If a customer opens the email in Outlook Classic, they see a regular review request instead. In the new Outlook or Outlook on the web, they see the In-Mail form plus a fallback link below the "Agree & Submit" button.
Q: What happens if the customer's email client doesn't support In-Mail?
A: In Outlook Classic, a regular review request template is shown automatically. In other unsupported clients, the customer sees the In-Mail form with a fallback link below the "Agree & Submit" button, which opens the review form in their browser.