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

3. REPUTATION

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

[1] Eric Schmidt - Google

“ALMOST A THIRD OF PEOPLE LOOKING TO BUY SOMETHING STARTED ON AMAZON--THAT’S MORE THAN TWICE THE NUMBER WHO WENT

STRAIGHT TO GOOGLE”[1]

Amazon Search

THE BEST PLACE TO HIDE A DEAD BODY IS PAGE 2 OF AMAZON SEARCH

http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803

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.

http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

Reputation

● 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

HOWEVER...

● 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 DON’T 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

FEEDBACK

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

Delivered

● 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

Post Delivery

● 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

EXPERIENCE)

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:

[[product-review-link]]

If you have not received your [[Product Name]], Please contact us at Amazon support.

[[customer service link]]

Thank You,

Female Name,

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.]]

Thank You,

Female Name

[[logo-link]]

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,

Sally

Company

Be Bold

Hello [[first-name]],

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,

Sally

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

ASKED

Want to see the new Feedback Genius?