What to include
- What you believe triggered it, specifically.
- What you changed, with URLs.
- When the changes went live.
What to leave out
Frustration, revenue impact, and how long you have been a customer. None of it is read by the person making the decision and it lengthens the document.
Why once
Each failed review is a data point saying the problem persists. Repeat appeals from an unchanged store harden the decision rather than wearing it down.