Episode 18 talked about how to send good follow-up emails to Amazon customers. This week I’m going to show you specifically how we’ve been using a follow-up email sequence to get more reviews of a particular product on Amazon.
December 2017 through May 9, 2018 this product got 1,214 orders and 35 reviews, for a percentage of 2.9% (6 negative and 1 neutral review for a rate of 20% of all reviews)
May 10, 2018 through July 12, 2018, after we launched the follow-up email sequence, the product got 654 orders and 30 reviews, for a percentage of 4.6% (3 negative reviews for a rate of 10% of all reviews)
- Nearly a 60% increase in the frequency of reviews.
- Cut in half the amount of negative reviews being received.
- Raised review score from around 3.7 to 4.3, meaning customers went from seeing 3.5 stars to seeing 4.5 stars.
What you CAN’T do with follow-up emails:
- Incentivize reviews (offer a free/discounted product or some other gift
- Have friends and family leave a review
- Ask customers to leave a review only if they had a positive experience
- Ask customers to change or remove a review
What you CAN do with follow-up emails:
- Ask customers to leave an unbiased review
What we’re doing:
- Sending out 2 emails
- First email goes out immediately after the item is shipped
- Second email goes out 7 days after the product is delivered
- The first email has a detailed product guide attached that includes helpful troubleshooting tips for common issues.
- The second email is the only place that asks for a review, and not until the PS.
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