You can use this scenario to gather more reviews of the products you sell in your online store. Send the communication automatically - right after the purchase - to increase the likelihood of customer interaction.
Table of contents
- 01 What does collecting product reviews after purchase deliver?
- 02 How do you gather positive product reviews after purchase?
- 03 Why is it worth sending emails asking for a product review after purchase?
- 04 How do you create effective emails requesting a review?
- 05 When is the best moment to leave a product review?
- 06 What are some examples of effective review requests?
- 07 Summary
01 What does collecting product reviews after purchase deliver?
Gathering positive product reviews contributes to:
- a better understanding of your customers' shopping experiences;
- building social proof on product pages;
- building engagement among customers.
According to reports, fewer than half of consumers (42%) say they write reviews of the products they have bought. That is why it is important to give your customers the easiest possible process for reviewing products.
Product reviews, however, are not the only source of knowledge about your customer. It is worth combining them with a product usage survey and satisfaction research automation, which give a fuller picture of the shopping experience.
02 How do you gather positive product reviews after purchase?
The way to obtain them is by sending emails asking customers to leave a review. Post-purchase review request emails are usually automated messages sent to your recent customers a set number of days after they made a purchase.
03 Why is it worth sending emails asking for a product review after purchase?
It is the most effective way to generate more product reviews. The value of positive recommendations and ratings of a product or service in the sales process is invaluable. They build so-called "social proof," engage users, and let you learn their preferences.
An email sent immediately after the transaction increases effectiveness - it lets the customer share their opinion while it is fresh, before the important details fade from memory.
Remember, too, that alongside product reviews, positive reviews of the whole store are equally valuable, as they build trust in your brand as a seller.
04 How do you create effective emails requesting a review?
Keep the message short and simple
Because people are easily distracted, it is important that the text of your emails be short, simple, and to the point. Avoid elements that will draw customers' attention away from writing a review, such as banners or links to other parts of your website.
Personalize whenever possible
Customers expect personalized experiences while they shop. Always use the customer's name in the body of the email, and consider including it in the subject line as well. Research conducted by Experian found that personalized subject lines have a 26% higher open rate.
Avoid truncated email subject lines on mobile
The subject line will play a major role in whether a customer opens your message. Remember that more than 50% of emails are opened on mobile devices. So do not exceed 55 characters in the subject line.
Measure, test, and optimize
Do not adopt a "set it and forget it" mindset. Instead, continually measure the results and look for ways to improve them.
Consider testing different elements of the email, including:
- subject lines;
- headlines;
- promotions;
- the email's look and feel.
Send a follow-up
A fair number of customers probably will not reply to your email the first time. That is why marketing automation and preparing a proper automated sequence are so important. If you cannot catch them through the email channel, it is always worth trying to add a fourth step in the form of an SMS or a Facebook ad.
05 When is the best moment to leave a product review?
The ideal time depends on the type of product the consumer bought. If the product is generally used right away - a face cream or cat food, for example - you should send the first email as early as 3 days after the shipping dispatch event.
Any kind of electronics and utility items, such as bicycles, scooters, or fitness equipment, can prompt a request from 14 to 21 days out, depending on whether the product can be used right away or whether you have to wait a while - for example, for a washing machine or a built-in oven to be installed.
06 What are some examples of effective review requests?
In its post-purchase email, the company Target not only asks the customer what they think of the pillow they bought, but also whether there was any problem that might have affected their shopping. This minimizes the number of falsely negative comments.
A review request from the store Yappy.com includes dynamic variables such as the dog's breed, its name, the package name, and the customer's name - so the review collection process can be personalized in practically any way.
07 Summary
Product reviews after purchase build social proof that genuinely influences the decisions of subsequent buyers. Since fewer than half of customers leave reviews on their own initiative, it is crucial to make the process as easy as possible for them: send the request automatically at the right moment, personalize the content, keep the message short, and plan follow-ups across different channels. Measure the results and test the elements of your message so that, over time, you gather more and more valuable reviews.