You created your product listing and promoted the page. You optimized your content. You used great images. Then, thanks to all that hard work, you started getting sales, and left it at that.
Plenty of eCommerce sellers focus on getting the sale, and then stop there. However, in order to keep your conversion rate high and loyal customers coming back, getting product reviews is one of the most important after-sale steps for every eCommerce business.
Having high reviews helps improve your page rank, increase shopper trust, and grow your bottom line. We’re here today to share a few best practices in getting those reviews.
Why should you send product review emails?
Even in 2020, word-of-mouth recommendations remain one of the best ways to reach your customers. It’s why products backed by influencers, even when we know they’re paid for the promotion, see higher conversion rates. Consider your own online shopping habits: don’t you look to see what kind of customer rating a product (or seller) has before you buy?
When you launch a product review campaign, you do two things. First, you tell your customers that you care about their satisfaction and welcome their feedback. This fosters trust in you as a seller and increases the likelihood of repeat customers and boosts your customer lifetime value (CLV). Secondly, you gain access to the real-world experiences of your customers that can help you attract similar customers in the future.
Key elements of a product review email campaign
A campaign will generate more product reviews than simply hoping your customer is so happy they come back to leave you a five-star rating. Because your customers are as busy as you are, there are a few elements of the campaign to pay special attention to.
1. Time it well
Timing is everything. Aim to reach your customer within a week of them receiving your product to give them time to test it out, without leaving so much time that your campaign feels like an afterthought.
Closing the feedback loop is an important part of your customer’s journey. If you’ve partnered with a drop-shipping partner to ensure two-day shipping, you can reach out sooner to begin generating those reviews even faster.
Fun fact: 2-day shipping can help you earn more positive reviews.
2. Personalize your emails
The words “Dear valued customer” might seem cordial and professional, but they come across as lazy and uncaring. Take the time to personalize your email. Address your customer the way you would a business partner.
When your customer feels seen and valued, they’re more likely to take the time to share their feedback and leave a positive review.
3. Offer incentives
No one wants to do something for nothing. Offering an incentive for your customer to leave feedback can help generate more reviews and could even tip those reviews to the positive end of the spectrum.
Note that some marketplaces prohibit offering incentives for leaving reviews, so check carefully with your platform’s policy on this. For example, if you sell on your own website, you can set the rules. However, Amazon can penalize you for offering discounts or other incentives for a review.
4. Make it easy for your customers to give feedback
Don’t ask your customer to share their life’s story and the birth date of their first-born child. Keep the process short and sweet to increase the likelihood your customers actually leave a review.
A great and easy way to ask for feedback is to email a 5-star clickable image and allow your customer to choose their rating (1-5). When the customer selects their rating, they’re automatically redirected to a page that reflects the rating they selected alongside an image of the product they purchased.
Give them the chance to write a short review and, depending on your business, select a demographic (male vs. female, age range, location). In total, it should take them under 5 minutes to leave their review.
5. Test and optimize your campaign’s features
Not getting the feedback you were hoping for? It’s possible you need to revamp your email’s subject line, preheader, call to action, or even your landing pages.
We suggest going for the low hanging fruit – your subject line – and working your way up from there. If allowed, try using your incentive right in your subject line: Share your feedback to save 20% on your next purchase.
If you’re using an email campaign tool, you should also be able to A/B test your subject lines on a small group of recipients and let the data do the rest. Your tool should automatically send the better performing subject line to the remainder of your email list and take the guesswork out of the mix.
How should you handle a bad review (if you receive one)?
A bad review. That’s the last thing you want to receive, right? While it might be tempting to hit “delete” when you see a 1-star or negative review, it’s important to leave that feedback where it is. Perhaps surprisingly, a study has shown that more than two-thirds of consumers trust reviews more when they see a mix of good and bad reviews. In fact, the occasional poor review can actually increase conversions.
Better still? You’ve been given an opportunity to make things right. Reach out to the customer who left the bad review and address their consumers quickly and professionally. Although the customer was unhappy with the original sale, you might be able to win them back with your response or even get a second chance. Plus, prospective buyers will see that you’re committed to doing right by your customers which increases your trustworthiness.
Once you begin receiving reviews, be sure to check out one of these tools to help you manage them!