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How To Utilize Ratings And Reviews For Your Holiday Marketing

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There’s one thing virtually every single one of your potential customers do before they buy. It’s so common you can take it to the bank. 

Curious?

You should be. If you incorporate this one thing into your marketing, especially your holiday email and SMS campaigns, you’ve got a very good chance of increasing your conversion rates. 

Alright, we won’t keep you in suspense anymore. The one thing that consumers do before they buy is check reviews online. It turns out that 95% of customers look for reviews of products and services before they buy. 

What’s more is that when consumers see these online ratings and reviews during the decision-making process, it actually works. It pushes them toward buying. That presents brands like yours with a great opportunity, especially this time of year, with the holiday season right around the corner. 

The more you showcase user-generated content, including ratings, reviews, and testimonials in your sales funnels, including your email marketing, the better. Here are some ways you can start utilizing ratings and reviews in your holiday marketing campaigns. 

Use Smart Banners™ to highlight recommended products

There’s no doubt you probably have a few products you’d love to generate some buzz for and sell this holiday season. While offering some great deals is one way to approach it, another is to use reviews to highlight just how many of your customers love it. 

To do that, tap into user-generated content. And Smart Banners™ make it easy. Using your customer data, you can pull recent reviews from your happy customers and display them in every email. When your readers are shopping for a particular item or have left something in their cart, you can incorporate related product ratings and reviews into your banners.

Whatever approach you take, you want to tie all those great reviews and testimonials to the specific products you’re recommending to your customers. When they see how much other people love these products, it helps make them more likely to buy.

Target specific customers

Today, you can get more data on your customers than ever before. In fact, many consumers are willing to give you personal information in exchange for more personalized marketing materials and content

If you aren’t sure where to start, look at the tools you already have. Check out your eCommerce, loyalty, and CRM tools to see what your customers have bought and browsed. That right there can give you all sorts of insights into the products or services they are interested in and are likely to buy. 

From there, use Smart Banners™ to create targeted messages personalized to each of your customers. Banners make it easy to do that at scale, giving you 1:1 levels of personalization in every holiday email. You don’t have to set up endless campaigns or spend hours manually setting up segments. Zembula’s Campaign Decision Engine does it all for you. 

Showcase special sales or inventory changes

Remember, holiday email campaigns aren’t just a one-and-done type of thing; at least, they shouldn’t be if you’re doing it right. That means you need to plan a couple of different campaigns to engage your readers and entice them to buy. 

One way to do that is to let them know what products your other customers find really popular and are buying during the holiday season. With your eCommerce tools, you should be able to see the products your customers are buying. When you see some products get really popular, let your other customers know they are going fast. That FOMO may help entice them to buy. 

Smart Banners™ can help here too. You can use them to alert customers about inventory changes or new sale updates, specifically targeting products they’ve browed or abandoned. And, it’s easy to add ratings and reviews to those messages.

Always think about where you can add more reviews

Reviews are an increasingly important part of the sales process, and it’s not going away anytime soon. Customers want to see real, authentic reviews from shoppers, so you need to find ways to highlight them easily. 

In addition to keeping your eyes peeled on social media for these spontaneous, positive reviews, you should also be consistently asking for them too. Set up post-purchase email campaigns that include asks for reviews and ratings so you can build these up for your products and services throughout the year. 

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