Using Email to Collect Customer Reviews

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Customer reviews are a great means of boosting on-site conversion rates. I for one always read reviews for products I wish to purchase, and they have a major role in the decision making process. Getting customers to post reviews and share their opinion is often a challenge for many, however one main technique to collect the bulk of reviews is through post-purchase email. Here is my guide for maximising your review collection rates:

1. Incentivise

A review email which uses some form of incentive for leaving a review will always dramatically outperform ones that don’t. If discounts don’t suit your brand, then prize draws offer an alternative means of delivering that reason for leaving the review. Don’t forget you are asking your customers for their time, so an incentive will help.

2. Keep it simple

Your review email should only have one objective – to get a review. Do not try and achieve multiple things with this email, there are many other opportunities for this. Also, this means removing all clutter and distraction from your email, and having big, bright call to action buttons for taking customers to your review page.

3. Remind customers

As with all key campaigns a reminder will add a significant boost. Even if you don’t have a tight enough integration with your reviews provider to know if a review has been left, a good halfway step is simply only remind those that did not click on the first email.

4. Automate

Trying to manage the collection of reviews manually is not going to be manageable in the long term. Ensure you set-up a feed of orders, and the items they have purchased to your ESP so you can trigger the review request for the appropriate amount of time after their order has been dispatched.

5. Make it easy

Making it easy for your customers to provide you with a review is essential. Don’t confuse the customer and overcomplicate the journey by making it a long winded and complicated process. Instead, include a obvious link directly to the review page, or perhaps embed the review into the email itself.

For more information how you can capture reviews from your customers through email, get in touch with one of our email experts today.

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.