When it comes to eCommerce, the stores that are leading the pack are those that use email marketing to effectively communicate with their audience.
This is because email marketing is still the most effective marketing channel and produces an ROI of 4400%.
By harnessing the power of email automation platforms like MailChimp, eCommerce businesses can send subscribers personalised communications about products that they are interested in.
A great way to boost your email conversion rates is with reviews.
In this blog post, I am going to provide you with 5 ways that you can boost your email conversions with customer reviews.
The Psychological Sales Principle of Social Proof
Before we get stuck into the different ways you can use reviews in your emails, let’s first talk about why you should use reviews.
It really comes down to the powerful psychological sales principle of social proof.
This is the idea that someone is more likely to buy something that other people have previously purchased and recommended.
Reviews allow you to show that other people love your products and have had a great experience shopping with you.
With this in mind, here’s how to use this sales principle in your emails.
Recover Abandoned Carts
One of the biggest reasons that people abandon their carts during the shopping process is that they were just looking.
Although this can be frustrating, since they got so close to making a purchase, it presents an opportunity to prove to them why your products are so great.
As part of your abandoned cart email automation follow up, you can use social proof to do just this.
By showing them other happy customers, you will increase the likelihood that they will come back and purchase your awesome products.
Turning Leads into Customers
To really maximise your store’s sales, lead generation tactics should be used to capture visitors contact details who are not quite ready to purchase.
A great way to do this is in the form of a discount if they sign up to receive your newsletters.
Once you have their contact information, you can use email automation again to automatically send them emails with the aim of turning them into a customer.
One of these emails should be to deploy the social proof sales principle and show them just how happy customers are with your products.
Using an individual review is great. You can also show how many happy customers you have by providing the number of 5-star reviews you have received.
By deploying this sales principle, you will find that you are converting more leads into paying customers.
Increasing Frequent Customers
Once you have turned a lead into a customer, you want to switch your focus to get them to become a frequent customer and a raving fan.
Email automation can be used to build this relationship.
A great way to build the relationship is to make them feel a part of your community.
To intensify this feeling, you can use social proof in the form of the number of reviews you have seen.
Try using wording like this…
“You have joined a community of over 1000 happy customers.”
Show the number of reviews you have received within the same email to prove that these customers are real.
It’s these micro-interactions that will really help to build relationships and more loyal customers.
Get More Reviews with Email
Technically we are not using a review in this tip but using email to help you get more reviews.
Within the same automation sequence that is being sent to your new customers, you can deploy the power of email to collect more reviews.
To do this, set up an email to send around the time you know that your customers would have received their products.
During this stage, your customers will be really excited about the product because it is new.
Capitalise on this emotion to ask for a customer review. You can use a tool like revi to collect this review.
Increase Conversions in Promotional Emails
Using customer reviews within these emails will help to boost your conversion rates.
If you are promoting a specific product, include a review of it within the email. The social proof principle will help increase trust in your audience and ultimately increase sales.
You can even consider using the overall rating of your products within promotional emails.
This can work especially well if you are promoting multiple products within the same email and are tight on space.
Underneath each product, you can include the star rating and even the number of reviews.
This will show that many people are loving your products and make people want to be a part of that group.
Email + Social Proof = Sales
When it comes to eCommerce, email marketing is going to help you build relationships and sell more.
To take your email up a level, use social proof in the form of reviews to really build the desire for people to purchase your products.
Written by Kyle Mucha
Kyle is the Co-Founder of marketpreneurs and helps businesses harness the power of lead generation and email automation to drastically increase sales. If you want to find out how you can work with Kyle and his team, you can reach him directly on firstname.lastname@example.org or visit www.marketpreneurs.co.uk.