How to Include Some Marketing in a Review Response
Whether y'all acknowledge information technology or non, reviews are a crucial part of your brand'due south online presence. And unfortunately, people who take had a bad experience are much more likely to seek an outlet to vent—the inbound nature of online reviews certainly doesn't work in your favor.
Plainly, you can't control what people say nearly your brand online.
You tin can, nonetheless, encourage customer reviews and make it as easy as possible for your loyal customers to exit reviews.
Email helps you transform the review procedure from an inbound, "wait and run across" strategy to an outbound marketing tactic. In this commodity, we'll explicate how and provide the best practices for using email to your total review reward and offering some product review email template inspiration.
Why should you focus on accumulating customer reviews?
Simply put, you should intendance about customer reviews because your time to come and current customers care about reviews.
Of adults 34 and under, 91% trust online reviews. On boilerplate, consumers read about ten reviews before deciding whether or not to use a business.
Don't get caught upwardly stressing over a handful of negative reviews though: 89% of people check out how business owners reply to reviewers. In other words, a nasty review here and there isn't bad because how you react is truly what matters to prospective customers.
Unfortunately, your killer reviews from five years agone won't cutting it: Almost one-half of people say they merely have reviews from the final two weeks into consideration, at least for local businesses (though other industries and e-commerce websites may become some slack hither).
Handling customer reviews well requires a shift in how you approach them. Yous shouldn't consider reviews every bit i-off events—you should encourage client reviews as part of your general digital marketing strategy.
Email is the best method to encourage client reviews.
Yelp, Facebook, Google, TripAdvisor, Zomato—at the end of the day, these all part as inbound marketing tools.
While these platforms are first-class for full general entering marketing, they don't exit much room for marketers to take control of the review platform. Instead you take to wait for someone to brand a purchase with your company and promise they go online and leave a review.
E-mail, on the other hand, allows you to approach the review procedure more than similar an outbound marketing tactic.
Y'all don't have to be pushy and abrasive. Y'all can, still, use email to get review forms in front end of your customer's face at just the right time.
61% of people prefer for brands to contact them through email so y'all already accept that going for yous. Plus, your email lives in your customer's inbox forever unless they delete information technology, then you lot don't have to rely on a fleeting thought to lock down a review.
E-mail can be a game-changer for your review process. Hither's how to brand the most of information technology.
eight all-time practices for using email to encourage customer reviews
When you're ready to take a more direct, easily-on approach to encouraging client review, keep these best practices in heed.
1. Exist conversational, starting with the subject line.
Your subject line needs to grab attending and starting time a conversation right away. At the same time, you lot want it to exist short enough to display properly in button notifications. Around 30 characters are optimal.
Generic subject lines similar "feedback request" just aren't enough to inspire your customers to take action.
Instead, write subject lines like:
- "What did you think?"
- "How did nosotros do?"
- "Tin can you lot give people a hand?"
- "Enjoying your X?"
These field of study lines commencement a conversation and make the process feel less formal.
Make certain to contain the same conversational tone throughout your electronic mail copy to encourage action and build a relationship with your customers. Remind your customers that their reviews will help people like them and entreatment to their sense of empathy.
2. Utilize hyper-personalization in your product review electronic mail template.
If there were e'er an appropriate fourth dimension for hyper-personalization, it's at present. Generic "please review your recent buy" feels canned. One of the reasons email performs and then well is because it feels personal; using a canned, generic email to collect reviews ruins what you lot're trying to accomplish.
Instead, take advantage of your data: You know exactly which production or service each client purchased.
In your email, include a photo and name of the product along with your customer'southward real start proper name. You can even include photos from Instagram or Amazon of other reviewers using and reviewing the product.
Notice how this simple product review email template from Adidas provides the exact production photograph and a quick conversational paragraph.
3. Carefully determine on a trigger time for each product.
Automation is your best friend for collecting reviews.
That email from Adidas in a higher place was specifically timed to get out 5 days afterwards the customer made the purchase. For a hoodie, that's a perfect amount of time to habiliment and experience the product.
Other products may require different time triggers to encourage customer reviews. For repast reviews, for example, 2 or iii hours after receiving the repast may be a good time to send out a review request through e-mail whereas with a product like shampoo or something else that takes multiple uses to get the full effect, yous might want to wait a week before requesting a review.
Products like electronics or supplements may warrant longer time periods between purchase and review request. A few weeks will give your customers time to fully experience the product and write the most informed review.
Just think, if you wait also long, you might miss the window when your customer was well-nigh likely to answer.
4. Make the review process fast and easy past optimizing your landing page.
Speed and accessibility are everything here.
Click fatigue is a real problem—and it may be holding back your conversion rates.
Most studies researching click fatigue have looked at doctors and nurses using electronic medical records. These people accept to continue clicking—they don't take a option. Your customers do: They'll just exit.
Reduce the number of clicks between opening the e-mail and submitting the review. Don't require your customers to log in or create accounts.
Here's what the customer sees on the other end of the Adidas review asking link. The landing folio is interactive, very visual, and extremely simple.
Source: Adidas
5. Include a GIF or dainty graphic.
You don't have to fill these emails with GIFs and a ton of images, merely a few loftier-quality strategic images can go a long way toward encouraging activeness from your client.
Play along with the theme in your product review electronic mail template. Employ GIFs of stars to aid readers visualize the review process.
Expect how simple yet visually pleasing this email from Insurify is. It simply asks one question with a colorful sliding calibration and incorporates a few cute graphics.
Source: Really Adept Emails
6. Encourage customer reviews and communication through other channels.
When you programme your product review e-mail template, you'll have to decide on your most important review channel for encouraging customer reviews. You'll promote this channel in the trunk of your automated review emails.
For due east-commerce websites and many other businesses, this will exist your own website. However, restaurants and local businesses may instead desire to push their customers towards Yelp or Google.
No matter what you choose, you can encourage integration across multiple networks in these emails.
Take advantage of your email footer and widgets below the fold to encourage interaction on Yelp, Pinterest, Google, Facebook reviews, and your audience's favorite review websites.
seven. Resist the allure of marketing your review request equally a transactional e-mail.
Transactional emails (like purchase confirmations and password resets) tend to have 8x higher open rates than other campaigns, for obvious reasons.
Unfortunately, this has led to a trend among many Amazon sellers of disguising review emails every bit transactional emails.
It goes similar this: A customer gets an electronic mail with the subject line "Important data about your order." They open the e-mail assuming it's urgent merely to find out that it contains a review or feedback asking.
While this tactic may work for building short term reviews, many customers won't appreciate the deception.
Instead, be honest. It volition help you build long-term trust and a genuine relationship with customers.
Authenticity and transparency are key to email marketing success.
8. Heed your manners.
Please and thanks still go a long way.
Use automation to ship thank you emails immediately after subscribers complete a purchase. This is all office of creating a positive client service experience in the digital world.
Non only that, just you should also thank subscribers for their review and feedback. Forwarding them to a landing page that thanks them or offers a discount on their next order after they hit "submit" may seem pocket-size but it tin work wonders to encouraging repeat purchases.
Just be careful with your marketing here: Manners are proficient but incentivizing your reviews tin speedily turn illegal.
Wrap up
The idea of encouraging reviews as a marketing necessity is pretty daunting simply email can make the procedure easier.
Think to:
- Utilize automation to contact customers at the perfect fourth dimension.
- Speak to subscribers similar a friend.
- Make the review process as fast and easy as possible.
E-mail marketing makes it easy for you to encourage customer reviews as role of your overall digital marketing strategy with minimal fourth dimension and endeavour.
Need some more help nailing downwards your online review strategy? Check out these 4 tips to manage your online reviews.
Source: https://www.campaignmonitor.com/blog/email-marketing/8-best-practices-to-encourage-customer-reviews-through-email/
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