E-Mail Applied: Creating Customer Communities
In addition, you’ll benefit since search engines have more content to crawl, and reviews will improve your rankings and traffic.
Where E-Mail Comes Into Play
Here are four ways to capitalize on customer reviews in your e-mail marketing efforts.
1. Promote customer reviews in some of your e-mails. Let readers know reviews are available on your site.
2. Showcase products with their star ratings in your e-mails. Bath & Body Works tested this and found e-mails that included such reviews had higher conversions and resulted in 12 percent higher sales.
3. Send a triggered message after a product purchase asking the recipient to rate the product. It’s a good idea to wait three weeks to four weeks after the item has been shipped so the customer has a chance to use the product and form an opinion.
4. DYMO, known for its popular label printers, employs an unusual e-mail technique in soliciting reviews. The e-mail features the headline, “Thumbs up or thumbs down? Tell us what you think.” The body of the message asks customers if they’re satisfied, and there are prominent “yes” and “no” buttons. Those who click yes are brought directly to the product review page. Those who click no are brought to a customer support page where they can find help in using the product and, of course, a link to product reviews.
Blogs function as a sort of online journal where the owner can post points of view, ideas and other types of “quick-hit” information. Most blogs only allow the owner to post, but that owner can also open the blog to contributions by designated readers, building a sense of community.
The Wine Enthusiast has a blog where it says, “Where Our Passion for Wine & Accessories Is Shared.” The experts share knowledge and answer some of the most common wine-related questions. Visitors can post comments. It’s taken a soft-sell approach, so there's no direct merchandising in the blog.