Using Reviews to Build a Customer Community

Asking customers for product reviews and feedback is a simple, efficient, and frankly, helpful way to make your customers feel like they are part of your company. It’s a win-win – you get product reviews that can be posted to your site to create the feeling of community, while the customer gets to give their opinion (who doesn’t love to do that), thus feeling a strong connection to the product and the brand.

The key to product reviews is to make sure the subject line and copy are personalized. With access to historical data, you can pull product information for each individual customer, so instead of an email with the subject line “Joe, please review the product you bought”, it says “Joe, tell us how you liked the 6500 Xtreme Rollerblade Set”. As a customer, which one would you be more inclined to open?

But, don’t forget to request reviews in a timely manner. People are most likely to give you feedback right away, and as you wait to request their participation, the likelihood that they will contribute decreases. I suggest sending a review request within a week of purchase delivery with a scheduled reminder three days after that if the customer has not written a review. Reminders with links to the submission destination will account for a large percentage of conversions. Remember, you want to make it as easy as possible for customers to create a review.

This review email from ShoppersChoice is a great example of a personalized review email. This email pulls in first name, product image, and product name with a clear call to action to review the item.

Review emails should be quick, to the point, and simple. No need to bog down the message with extra products, etc. The goal of this email is not an upsell or cross-sell, but a review on your website.

For more tips & tricks on getting your customer involved in your ecommerce community, request your complimentary demo of the Windsor Circle Retention Automation platform today.


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