Collection of reviews is growing like never before. More and more businesses are beginning to realize how powerful reviews are in convincing a customer prior to a purchase. But are you using the full power of reviews? Do you use them in your email marketing? No? Why not combine the power of email marketing with the power of reviews to positively impact conversion?
When you collect reviews, you are bound to get a mix of them. This post will walk you through how you can strategically use the various kinds of reviews that you receive.
Use reviews to collect reviews
People have a natural desire to align with the thoughts or actions of other people. You remember the last time you entered a room and found everyone silent? You immediately mimicked the behavior of the people.
Or when you were uncertain about buying a product at a store but ended up buying it because everyone else seemed to be buying one?
In much the same way, you can send out an email to request reviews and attach a couple of the reviews you already have to that email. When received, people will more likely want to get back with a review because they have seen reviews from others.
Now, here is the interesting part. The reviews you send out should be similar to the kind of reviews you want back. If you send out reviews that sound like “Good” or “Great” , you will most likely get reviews with no more than three words. Pick longer and more meaningful reviews, and you are likely to get reviews back with a similar style.
Use reviews to answer customer questions
Some reviews have a reassuring effect. The reviewers actually add fair amount of detail that you can use in an occasion where something goes wrong for the first time. You can use these reviews to convince your customer that your business will usually not have this challenge. For example, you have several reviews that have messages such as :
“Super fast shipping! So efficient.”
“The item got here faster than I expected. This is so amazing!”
“I love how my items always arrive on time whenever I order from this store”