First off… why are reviews important?
The simple answer… they provide a structure for determining customer satisfaction. But, let’s dig in a bit deeper. Reviews provide a customer loyalty metric for measuring where your company stands and where it needs to go, to continue turning one time purchasers into loyal enthusiasts. Now, if you’re wondering why you should increase the time you spend on getting direct insight from your current customers, rather than spend this time on acquiring new customers, here’s why…
On average, 41% of your revenue comes from 8% of your customers, this 8% being your returning customers. So, imagine if through an improved customer experience, you could turn all of your first-time purchasers into retained customers. The power of generating positive experiences, and measuring them through reviews, is critical to developing and increasing the volume of loyal relationships you need and desire.
Let me suggest 3 steps for better email reviews:
Send a personalized Post Purchase Welcome Email
Using Windsor Circle data-driven segments you’ll have access to your customer’s first name. Use our “WC_First_Name” field to address your email. This will immediately set the tone for a personalized, not spam-like email, allowing you to develop the relationship right off the bat. Use this field in the subject line, in the email body, or both. Use A/B testing to determine which strategy returns higher open and click through rates for you.
Use behavioral targeting
Show your customer that you’re getting to know them, but do so gently, as to offset any consumer concern that you’re monitoring their behavior. Use our “WC_Recency_Actual” (last purchase date) field to trigger an email “x” days after a purchase. Take it a step further and thank them specifically for their most recent purchase, pulling in our “WC_Purchased_Title” field. This is a great time to include product recommendations and potential cross-sell items with fields such as, “WC_RelatedItems_Title” and hot combos.
Include a short survey, using Net Promoter Score methodology
Finally, include a link to a short survey with the ultimate goal of determining how likely they are to recommend your brand to a friend. The ideology behind Net Promoter Score, and while not perfect, is a proven way to measure the health of your customer base and business outcomes… and therefore your company.
Here’s a great example of this from my life…
I've long been a fan of Coastal Contacts and their marketing prowess. Braden Hoeppner (worth a follow on twitter @braden) and his team engage in really smart design, combined with great lifecycle marketing and personalization. I purchased contact lenses from them recently, and received an email that went a little something like this “Hey Matt. A little birdie just told us that you recently ordered on Coastal.com,” then goes on to ask, “How likely are you to recommend us to a friend?” The messaging was lighthearted, and the request for a review was subtle.
Note: Coastal Contacts is not a Windsor Circle client, but uses segmentation to engage with their customer base, and therefore stood out to me as an excellent example of a company that takes the appropriate steps to retrieve better email reviews.
For more information on how Windsor Circle can help you provide customer loyalty metrics, while driving increased loyalty and retention, request your FREE demo today.