4 Ways to Win With Product Reviews in Emails
The inception — and popularity — of social media has given average consumers a platform to express their opinions and share their lives openly. This social shift has paved the way for online product reviews, giving marketers an effective tool — peer feedback — to urge shoppers toward purchasing items they can’t see or touch.
Product reviews have recently become prevalent, winning more acceptance among marketers and having a greater presence on websites. Simply having the website functionality to allow customers to post product reviews isn’t enough, however. Email marketers must use the strength of social communication to build subscriber relationships and drive more revenue. Here are four ways how:
1. Be agnostic. Offering positive and negative feedback on items is beneficial to customers. After all, isn’t it better for them to make different purchase decisions up front rather than return items later? It also helps you avoid unnecessary costs and build subscriber trust.
2. Make it easy. Use triggered messages to target recent purchasers with requests to post product reviews. Include pictures and descriptions of the items they recently bought, along with links taking them directly to coinciding review pages. While the messages should be timely, don’t forget to allow for shipping time and product use before sending review prompts.
3. Encourage dialogue. Include various feedback options for subscribers throughout your email program. In addition to product reviews, for example, “Tell us what you think” links and social network links can encourage a higher level of interactivity with your company as a whole. This primes subscribers to become part of the conversation when it’s time to write product reviews.
4. Bring it full circle. Product reviews offer magnificent marketing opportunities. Consider using review data to identify your top-rated items. Assemble them in a dedicated email to celebrate your customers’ opinions, as well as your great products. This strategy communicates very clearly how much your company values the opinions of your customers — and continues the cycle by driving more sales.
Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying and retail management, she helps companies stay relevant amid the changing digital landscape. Bonnie leads the knowledge and consulting teams at Return Path, the global leader in email deliverability. She is an active Email Experience Council committee member, featured speaker for events, and writes monthly for the Return Path blog and Total Retail.