Before sending your review request emails, you should set your goals. Is your aim to build a segment of satisfied and loyal customers? Or maybe find the unhappy ones and try to win them back? Your goals will help you create targeted and effective feedback request emails. Your aims might vary per review type – there are many things you can try to get feedback for, such as getting a store review or a product or service review. They are different; hence the content and questions asking for that feedback could be tailored accordingly.
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Another thing we want to highlight – review emails should not be manual deployments. For the best results, reviews should be post-transactional, coming from a “verified buyer”. Therefore, create automated email workflows and connect the email deployment to your transaction data.
If you’re connecting the review requests with specific transactions, personalisation and dynamic content can help drive reviews. For a start, you can address the recipient personally and then tailor the message using dynamic content functionality.
Let’s say you’re building a store review email. In that case, your HTML email template can contain merge fields that automatically add the store location or name. If you’re crafting a product review email, you should show the purchased product and add your CTA button. Here’s an example from Target:
It’s easy to say, “send your review requests as soon as possible”. But that might not always be the best option. Yes, some reviews are best sent out shortly after the transaction, such as the store reviews. You’re unlikely to receive an accurate review if you delay too long.
Product or service reviews are different. Their timing should depend on your industry and the product or service itself. Some products or services will work great with a minimal deployment delay. But some simply require your customers to use the product/service for a while to be able to share credible feedback. Let’s say you’re buying new tires. You need some time driving them to be able to assess their performance. It can’t happen overnight. So, in this case, you should add an appropriate delay in your automated workflow.
This content was originally published here.