How to Get Small Business Reviews and Testimonials with Email Marketing
“If you build it, they will come.”
That doesn’t always work for small businesses.
In this day and age of social networks and viral marketing, positive reviews and testimonials can mean the difference between surviving and thriving.
Take a look at the popularity of online review sites such as Angie’s List. They understand – and have capitalized on – the power of customer reviews.
Email marketing is the perfect channel to capture – and share – glowing reviews. Whether your business is B2B or B2C, it can benefit from third-party endorsements.
Customer reviews are often more well received/perceived than internal marketing messages. Like PR placements, they are viewed as more authentic by your customers and prospects. It doesn’t matter how you obtained the reviews (other than outright paying for them, that is!). What matters is that you get them – and use them.
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How Much Text to Include In Your Company Emails
How much text should you use in emails?
It’s an important question and one that often comes up in email marketing discussion.
One frame thought leans toward using sparse text in emails. The idea is to not overwhelm email subscribers with too much information. In this instance, email is seen as the gateway to the website and the goal is to get email viewers to click through to the website as fast as possible. Too much text will not interest the casual reader and they’ll simple delete anything with text.
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Use Reviews & Testimonials in Emails
Creating content for emails can be difficult.
Often, it’s easy to overlook potential sources of great content including content you already own. When creating emails, it’s worth taking a look at your own properties to find inspiration. You can look at your own website, your social channels, and even your employees for great email content.
Use Testimonials and Reviews in Your Emails
Customer reviews are important to consumers. In an article published by eMarketer in 2010, they shared some insight into how consumers are using reviews and testimonials to make purchasing decisions:
“For many purchases, shoppers find the best advice comes not from family and close friends but from strangers who have similar interests or who embody a lifestyle the shopper aspires to achieve,” said Jeffrey Grau, eMarketer principal analyst.
It’s true. Consumers are looking to others for guidance on using products and gauging a product’s value. Consumers are always wanting to know if they’ll feel good after making a purchase. It sounds simple, but we all want to feel good about spending money. A customer review can be the make or break element in the purchasing process.
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