Templates are the layout and text a customer sees when they are sent a review request.
There are templates for both emails and SMS text messages.
For each review request type there are multiple templates for each contact method.
The reason for there being multiple template variations for each contact method in a review request type is because we are constantly trying to improve the conversion rate of our review requests.
One of the ways we try to achieve this is by A/B testing our templates. In this case A/B testing means a continuous process of retiring the lowest performing templates and introducing new templates to test.
When a customer is being sent a review request a template is randomly selected based on the review request type and the contact method.