What makes a ‘great’ Post-Transactional email?Posted: April 26, 2010
As businesses look to increase the number of reviews on
their ecommerce site, sending post-transactional review requests is simply a
no-brainer. In a world where customers are flooded with emails from
retailers, it is important that your post-transactional emails deliver on their
goal—i.e. to increase review conversion.
According to Viewpoints' research, the following tenets will
encourage your customers
to respond to the call to action and write a review:
(1) Pique the Recipient's Interest:
an Enticing / Non-Intimidating Subject Line that includes a clear
value proposition. The customer is always thinking—“what is in it for me?”
the email personal by addressing the recipient by their first name.
(2) Be Conversational:
that your message is short and to the point.
(3) Allow for Immediate Action:
relevant by including the product image and name with Direct link(s) to
review the product.
a Single Call to Action; don’t confuse the member by using the body
of the email for promoting sales, announcements etc.
Review Writing Tips. Many people find the task of ‘writing’ intimidating;
include a couple of pointers to make the task appear easy.
(4) Evaluate the right time to trigger the email:
about sending the email based on your best estimate of when your customer
is likely to have used the product and formed an initial opinion about it.
example: Movie rentals – 1 week, Appliances – 30 days, Electronics – 14