Today’s savvy consumers almost expect to receive a review request once they have completed a purchase or used a service. Follow these quick tips when creating your review collection email to get the highest possible conversion.
In today’s post, we’re going to be taking a look at some of the best review collection examples we could find from our clients. By the time you finish this post, you should have several actionable ideas you can apply when asking customers for a review.
1. Keep it short & simple
A simple 1 paragraph email with a clear call to action always works well. Remember most people will be reading this email on their mobile phone, so, our advice is to keep text to a minimum.
There's a clear correlation between the number of paragraphs and a reduction in conversion, so it's important to keep things short and sweet in your review request email.
2. Reinforce your brand
Your review request email should be instantly recognisable to your customers. Drop your logo into the header of the email to help reinforce your brand and bring it back to the front of the mind. Biscuiteers did a fantastic job of customising their collection email, making it both fun and friendly, choosing to add a playful header image too. This email converts at over 18% which is well above the industry standard of 3%.
3. Start the collection process early
We have found that for some companies, their conversion rate is better when the review itself is begun in the email, perhaps because it is seen as faster and more efficient for consumers on the go.
At Reviews.io, we do this by adding the rating scale within the email. This method is not recommended for all companies though as we have noticed that adding a rating scale can actually reduce conversion in some cases.
4. Offer a reward
Rewards have a 2 fold benefit:
- They help increase the number of reviews left
- They help drive customers back to the site once a review has been completed.
The Reviews.io solution allows you to add voucher codes and discounts that are only shown once a review has been completed. Remember if you are giving a reward you have to give it to everyone, no matter what type of review they leave.
It's important to remember that whilst offering rewards has benefits, it can also have drawbacks. Customers can become accustomed to expecting rewards, which can put them off shopping with you when items and services are full price. Additionally, incentivising reviews can make customers think you are less trustworthy, or, perhaps, desperate to receive reviews.
5. Make your review collection email personal
Customers respond better to review collection emails that have a personal touch. Always mention the receiver of the email by name - i.e MR Daniels. One nice touch that we find increases conversion is including a signature and personal message from someone high up within the company like the MD or Customer Service Director.
When it comes to sending the perfect review collection email, we hope these examples have shown you that every business is different. However, what's true for all of them, is that branding and simplicity are key. It's important to remember that by leaving you a review, customers are giving back - you need to make the process as easy and enjoyable as possible for them.
Do that, and you should see high response rates!