Why Ratings and Reviews Matter for Marketing

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Survey your customers, and you’ll probably find dozens of different reasons why they buy from you. It could be that you offer great products at a good price. Or maybe you have fantastic customer service or free shipping. 

Those are all great reasons. Now, the question is, are you getting information like that from your current customers and sharing it with potential customers?

Why reviews and ratings matter

Positive reviews and ratings for your products and services can make a huge difference in your marketing. Featuring these ratings and reviews is excellent social proof, and it can drive other consumers to start buying from you.

Check out the data behind the social proof phenomenon:

  • 66% of Americans trust online reviews more than they would a recommendation from an ex (source)
  • Customers will spend 31% more on a business that has excellent reviews (source)
  • 93% of consumers say that reviews impact their buying decisions (source)

A quick glance at those stats and you’ll see that reviews are a pretty big deal. The more user-generated positive reviews you can have on your site for your products, the better. These reviews and ratings can help tip the scales to influence a consumer into becoming a customer.

If you don’t currently include ratings and reviews in your emails, you’re behind the curve and missing some opportunities to convert. But, that doesn’t mean you can’t start incorporating them into your marketing as you work on collecting more.

Here are some ways to do it.

How to add ratings and reviews to your marketing campaigns

There are all sorts of ways you can start bringing reviews and ratings into your email marketing. And you can start even if you have a handful of ratings, though the more is better. 

Product recommendation emails

A solid part of any targeted and personalized email campaign is sending emails that recommend specific products to specific customers. So, one obvious use for a product review or rating is to create some emails that really highlight reviews tied to particular products. 

Here’s one example. For the customer that has been thinking about this product, having a solid review attached to it can help motivate readers on your list to buy.

Abandoned cart emails

You probably already have an abandoned cart campaign up and running, but it only takes a few tweaks to add in a content block that features some product reviews or ratings.

It will make an even bigger impact if you make sure to add those ratings and reviews to the specific products that have been left in the cart. That way, your potential customer can see just how good this product is, and it might be all they need to start shopping again.

Loyalty program emails

Don’t forget to include reviews and ratings in your loyalty program emails too. Remember, your loyalty program members are people who are already primed to love your stuff and buy it.

So, don’t hesitate to include reviews and ratings in those loyalty emails. A great place to use them is when you’re reminding customers that they are just a few points away from their next tier or level. Seeing a few highly rated products could make the difference in getting them to make a purchase now.

Related products

Another way to feature reviews and recommendations is within a content block of your email designed around related products. So, for example, a customer wants to stay at your hotel for a night, you could have a block that shows a few highly-rated local tours that visitors love.

Here’s another place where focusing on personalization can really help. You don’t want to pull any product or service you’ve got and add them to these emails. If you focus on staying targeted and highlight products related to what they’ve already bought or have browed, it makes a big difference.

Start using those reviews and ratings

When it comes to ratings and reviews, these examples are just the tip of the iceberg. You can sprinkle them into a variety of emails from general newsletters to abandoned carts and even post-purchase emails too.

Are you ready to start utilizing them more often?

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