Including a giveaway incentive like an Amazon or Starbucks Gift card or a pair of AirPods can be a great way to encourage users to leave a review as long as it is within the terms of use guidelines.

This article includes:

I. Why incentives are encouraged when trying to gather B2B reviews

II. Guidelines for running a giveaway campaign

III. Step-by-step guide to setting up and launching your giveaway campaign

IV. Giveaway campaign FAQs

I. Why incentives are encouraged when trying to gather B2B reviews

In the B2B world incentives are more common than in the B2C space and we highly encourage them (even if its just a little something). On B2C sites like TripAdvisor, consumers find reviewing cathartic and empowering and view it as a scrapbooking or knowledge sharing tool to share with their friends on social channels (eg. show off your latest vacation/hotel experience). That said, reviewing B2B software companies isn't quite as fun as you might imagine (especially when you're swamped at work), so offering an incentive giveaway is a great way not only to gamify review collection and increase conversion, but also to say thank you and show appreciation to your customers for taking time out of their busy day to share their feedback.

Offering customers something in exchange for taking time from their busy days is a respectful gesture in the B2B world while making it a bit more fun for them giving them a reason to leave a review.

II. Guidelines for running a giveaway campaign:

  1. Giveaway, not pay per review: A giveaway can be run with an incentive but offering pay per review (eg. Write a review, get a $20 gift card) is frowned upon for obvious reasons. It is a violation of our user privacy agreement to identify and single out who your reviewers are.
  2. Must be randomized: Winner selected from the giveaway must be selected at random without singling out a specific reviewer.
  3. No influence over review content: Although seemingly obvious, it is forbidden to suggest incentives for high ratings under any circumstances (eg. leave a 5-star review to win...). Giveaways must be unbiased and randomized.

III. Here's how to easily run a giveaway campaign through the review manager

🎁 Step 1: Decide your incentive and campaign duration

  • Incentive: How many giveaways will you offer and what will they be for? Are you going to offer 2 x $100 Amazon gift cards or 20 x $5 Starbucks gift cards? Or do you want to get more creative with your giveaway and pick something more unique, memorable and creative just reach out and ask via the live chat (we've never said no!). Some creative ideas from other companies for inspiration...Apple Airpods gift card, Massage gift card from Soothe, dinner at Nobu gift card, Instacart groceries gift card, AirBnB gift card
  • Duration: Setting a duration increases urgency and thus conversion. Pick a date within the near future with which you will run your campaign that you can communicate in your review request messaging

Ex) "We are giving away 3 x 1-hour massage gift cards to clients who leave a review between now and June 15th..."


  • Think about your company and what makes the most sense for you. Then think about your users and what will motivate them the most to tailor your incentive for your audience
  • When deciding between (a) lots of small gift cards or (b) a handful of larger ones, 'b' pretty much always wins (humans are risk seeking for gains so you want to make the offer enticing and valuable enough to make it worth their time)

📝 Step 2: Customize your campaign email templates and add them to the review manager

Head to reviews-->templates in your dashboard to customize your 'initial outreach' and '7-day campaign followup' templates making sure to keep it short and sweet and also to include information about your giveaway.

You can check out some of our copy/paste templates for inspiration in our guide or customize your own.

👩🏼‍💻 Step 3: Prepare and upload your outreach list

To set your company up for success we strongly suggest creating a target number of reviews. Our recommendation is to set your first goal/milestone as your category's minimum review threshold if you want to earn full points for the volume metric to maximize your HT Score, ranking, visibility and lead volumes). You can still improve your HT Score even if this goal seems out of reach for the time being, but ultimately this should be your north star to try to rank amongst top providers in the category.

Once you know your goal, you can expect about 30-40% open rates and 10-15% completion rates on your campaigns so you can back into your outreach list size. For example if your goal is 30 reviews, you'll want a list size of 200 users (300 users x 10% conversion =30 reviews). This is on the low side and if you follow best practices to personalize your outreach and motivate your team and clients, you will likely get significantly higher than this but this is the bear case to assume.

If its your first review campaign we recommend starting with 1-2 smaller test campaigns 100-200 users so you can test different messaging to find what works for with your clients and then scale that to the rest of your users.

Remember its 1 review/user NOT 1 review/client: Any user that interacts with and uses your product can leave a review so don't feel limited to only putting your main contact at each client property or portfolio but rather you can include any user of your product

If it is your first campaign we recommend making sure you are following the 6-key best practices and that once your campaign is setup that you schedule a free 10-minute campaign checkup for HTR to review your templates and setup to make sure its optimized for conversion.

⚖️ Step 5: Decide which outreach strategy you want to use and launch your campaign!

Once you have saved your templates, all you have to do is launch your campaign. Then just sit back, relax and watch the reviews roll in!

IV. Giveaway campaign FAQs

What are some of the features available to help run a giveaway campaign through the Review Manager for Premium Members?

Premium Members have access to additional features that enable you to run a giveaway campaign seamlessly through the review manager.

  1. Upload a csv of the users you want to include in the giveaway campaign
  2. Customize your templates for your automated campaign to include information about your giveaway
  3. Launch your automated campaign in the review manager in the vendor dashboard
  4. As reviews come in, Premium Members can see who the reviewers are in the 'Inbox' tab that is unlocked
  5. Select a winner at random and notify them by responding to their review or emailing the client directly from the review manager
  6. Run an internal contest

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