Generating Product Reviews with Feedback Genius
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GENERATING PRODUCT REVIEWS WITH
Jeff Cohen DIRECTOR OF BUSINESS DEVELOPMENT
MORE THAN 13 YEARS OF WORK IN E-COMMERCE
ONLINE BOOK SALES AND SPORTING GOODS
STARTED AND MANAGED TEXTBOOKS.COM
Born From Amazon Sellers
AWARD WINNING INNOVATION
ILLUSTRIOUS EDUCATIONAL CONTENT
DEDICATED CUSTOMER SERVICE
Agenda WHY REVIEWS ARE IMPORTANT
HOW TO GENERATE REVIEWS
ELEMENTS OF A GOOD/BAD EMAIL
EXAMPLES AND TIPS
Why Reviews are Important
1. AMAZON SEARCH2. TRUST
Amazon - Size Matters! $78 BILLION IN 3RD PARTY SALES - 2014
253 MILLION PRODUCTS ON AMAZON
2 MILLION 3RD PARTY SELLERS (AND GROWING)
AMAZON SALES ACCOUNT FOR $148 BILLION OF THE TOTAL $300 BILLION IN US ONLINE SALES
 Eric Schmidt - Google
ALMOST A THIRD OF PEOPLE LOOKING TO BUY SOMETHING STARTED ON AMAZON--THATS MORE THAN TWICE THE NUMBER WHO WENT
STRAIGHT TO GOOGLE
THE BEST PLACE TO HIDE A DEAD BODY IS PAGE 2 OF AMAZON SEARCH
Trust - Do You Trust Reviews?
ACCORDING TO A NIELSEN STUDY, 92% OF CONSUMERS TRUST PEER REVIEWS AND WORD OF
MOUTH OVER ANY TYPE OF ADVERTISING.
CONSUMERS WILL START AT AMAZON AND LOOK FOR YOUR SITE
CONSUMERS WILL START AT YOUR SITE AND THEN LOOK TO AMAZON
What Amazon Says About Reviews YOU MAY REQUEST REVIEWS FROM A BUYER
ANY ATTEMPT TO MANIPULATE REVIEWS IS PROHIBITED!
Things That Will Get You In Trouble YOU MAY NOT WRITE REVIEWS FOR PRODUCTS
IN WHICH YOU HAVE A FINANCIAL INTEREST YOU MAY NOT PROVIDE COMPENSATION FOR A
REVIEW OTHER THAN A FREE OR DISCOUNTED PRODUCT
YOU MAY NOT ONLY ASK FOR POSITIVE REVIEWS
YOU MAY NOT ASK A BUYER TO REMOVE OR EDIT NEGATIVE REVIEWS
Reviews - KISS
HAVE A GOOD PRODUCT TO REVIEW
ASK FOR A REVIEW
MAKE THE REVIEW PROCESS SIMPLE
Why Give A Reason Why!
PEOPLE WILL HELP OUT OTHER PEOPLEHUMAN NATURE DICTATES THIS.
PEOPLE TYPICALLY DONT WANT TO HELP OUT BIG CORPORATIONS.
Make It Personal TELL THEM WHY THEIR REVIEW MATTERS
LET THEM KNOW YOU ARE A REAL PERSON
GIVE THEM SOMETHING THEY ARE NOT EXPECTING
SIGN YOUR LETTER WITH A NAME, NOT AS A COMPANY
When to Ask? Timing is Everything!
ASK FOR REVIEWS ANDGET 5 STARS
WHEN YOUR CUSTOMER IS SMILING!
Timing Triggers CONFIRMED ORDER SHIPPED ORDER OUT FOR DELIVERY DELIVERED POSITIVE SELLER
Message before package is delivered
CHANCE TO ENHANCE THE CUSTOMER EXPERIENCE
SET UP AN EASY CHANNEL FOR CUSTOMER SERVICE
BRING YOUR BRAND INTO THE MESSAGE
CREATE A RELATIONSHIP WITH YOUR SHOPPER
DO NOT ASK FOR A REVIEW!
Email - Order Shipped
1) BUILD EXCITEMENT ABOUT THE PRODUCT DELIVERYWE ARE EXCITED ABOUT THEM PURCHASING AND THEY WILL BE EXCITED ABOUT THE PRODUCT
2) SET EXPECTATIONSPROVIDE INSTRUCTIONSWHEN DELIVERY WILL OCCURHOW TO HANDLE AN ISSUE / PROBLEM
3) MAKE IT PERSONALSTORY ABOUT YOUR BRANDWHY YOU MATTER
OPTIMAL CUSTOMER HAPPINESS
FIRST CHANCE TO ASK FOR A REVIEW
LEAD WITH CUSTOMER SERVICE
Email - Product Delivered 1) PRODUCT HAS ARRIVED - REKINDLE EXCITEMENT
ABOUT THE PRODUCT
2) ENSURE - CUSTOMER SERVICE AND POSITIVE EXPERIENCEa) SEND INSTRUCTIONSb) BONUS INFORMATION
3) CALL TO ACTION - ASK FOR A REVIEWONLY ASK FOR ONE CALL TO ACTION - IT IS NOT RECOMMENDED YOU ASK FOR BOTH SELLER AND PRODUCT REVIEWS IN THE SAME MESSAGE
Positive Seller Feedback
MOST DIRECT TIME TO ASK FOR A PRODUCT REVIEW
CUSTOMER ALREADY HAS SHOWN EXCITEMENT
Email - Positive Seller Feedback1) THANK YOU FOR LEAVING POSITIVE FEEDBACK, WE
APPRECIATE IT2) EXPLAIN SELLER FEEDBACK VS. PRODUCT
REVIEWS3) SIMPLY ASK FOR A PRODUCT REVIEW
KEEP THE MESSAGE SHORT AND SWEET
BASED ON YOUR PRODUCT, FOLLOW-UP EMAILS ARE COMMON TO REQUEST FEEDBACK
LIMIT YOUR TOTAL REQUESTS TO NOT OVER MESSAGE THE CUSTOMER
CONTINUE TO ENHANCE THE EXPERIENCE
Email - Follow Up After Delivery1) ENSURING PRODUCT ENJOYMENT2) PROVIDING AN AVENUE FOR CUSTOMER
SUPPORT3) CTA4) GIVE THEM SOMETHING MORE ( ENHANCE THE
How - 3 Step Email Flow
1. EMAIL BASED ON WHEN ORDER IS SHIPPED
2. EMAIL BASED ON WHEN PACKAGED WAS DELIVERED
3. EMAIL 3-5 DAYS AFTER PACKAGE WAS DELIVERY
How - Seller Feedback First
1. EMAIL BASED ON PRODUCT DELIVERED
2. EMAIL BASED ON POSITIVE SELLER FEEDBACK
3. EMAIL BASED ON 3-5 DAY AFTER FEEDBACK
Messages I LikeDear [[first-name]],
You should have received your [[Product Name]] by now. I want to follow up with you to ensure you got it. If you haven't received it, please contact us at Amazon support.
That's it for now. I will check in after a couple weeks to make sure you're still loving your [[Product Name]]! And of course a few more tips.
I do have a small favor to ask. Can you take a few seconds and provide feedback on your buying experience with us? It would be greatly appreciated. We take feedback seriously and want to ensure orders are processed and shipped promptly. And to make sure you are getting the most out of your [[Prodcut Name]].
You can provide feedback here:
If you have not received your [[Product Name]], Please contact us at Amazon support.
[[customer service link]]
Company Name - Tag Line
But They Go On...PS: We would love to see how you are displaying your [[product]]. Would you please post a picture or video showing how you display your [[product]]?
You can do that here: [[product-review-link]]
Each month we are choosing one picture and adding it to the image display. Hope it is yours. If it is yours, we will send you something special :)
PPS: I would like to share some interesting facts about [[product]], this way you can get the most out of your new [[product]].
Instead of an attachment...they include the details in the email.
Ask for Seller Feedback FirstHello [[first-name]],
Thank you again for your order of "[[product-link]]".
[[order-link:View Order on Amazon.com]]
The available tracking information from [[carrier]] shows that your item has been delivered.
Amazon asks that you rate my service based on how I handled your order and processed it for delivery. As a small company, your feedback is critical to our success. Please take a moment to verify that your item was not damaged in transit. If there is any reason that you wouldn't rate this as a 5-star experience, please [[contact-link:let us know]] right away and we'll do what we can to make it right. You can also simply reply to this email.
If everything looks fine, we'd appreciate it if you could take less than 8 seconds to click the link below and rate this transaction.
[[feedback-link:Leave feedback for Company.]]
Try Something DifferentHello [[first-name]],
You recently ordered [[product-name]] from [[seller name]] on Amazon. Will you please take a moment to let us know your thoughts on [[product-name]]?
Are you happy with [[product-name]]? [[product-link:Yes, I am happy]] [[contact-link:No, I am not happy]]
Thank you! Clicking either of the above links will bring you to a page where you can include further comments. We take your responses very seriously, so any feedback you can offer is most welcome.
All the best,
Thank you again for your order of "[[product-link]]".
According to a recent study by Nielsen 92% of shoppers use product reviews to make buying decision. While Amazon might be a big company, I am a small seller who makes my living off of Amazon sales. Only 1-3% of shoppers will take the 15 seconds it takes to leave a product review but that little bit of your time makes a huge different in my business.
If you feel this product would benefit others, please take 15 seconds and [[product-review-link:Leave a Review for Product Name]]
Thanks again for your order and we look forward to hearing from you
Wishing you all the best,
The Company Name
YOUR OPINION MATTERS!
Always Be Testing
TIMING MESSAGE SUBJECT LINE LOGO NAME
Tips ENHANCE YOUR MESSAGE USE HTML CAREFULLY TEST, TEST AND TEST SOME MORE CONSIDER TEXT INSTEAD OF AN ATTACHMENT BE A PERSONAL BRAND, NOT A BIG COMPANY ASK IN A WAY THAT YOU WOULD WANT TO BE
Want to see the new Feedback Genius?