How to Embed Reviews in Email?
Posted: Thu Dec 12, 2024 6:27 am
Let me ask you a question, although I already have an idea of your answer. When you decide to buy something online, what really influences your decision? Is it the overly creative advertising, the tempting price, the brand, or perhaps the conversations and opinions circulating online?
As a marketing professional, I cannot deny that advertising campaigns are still our daily bread to attract the attention of our target audience. But let's be honest, what really tips the balance in a consumer's decision are the voices of other users on the Internet. Whether on the purchase page, on social networks or on those specialized blogs. And look, I don't want to minimize the work we do with those conversion funnels that are sometimes like labyrinths, but the truth is, if there is one thing I know for sure in my life, apart from my name, it is that the comments of others can lead us to buy even the unnecessary. Have you not heard a friend excited about his latest acquisition just when you are about to start a marathon of online research about your future purchases? Well, let's get to it...
1. The Impact of Reviews
What a mess it has been in the world of online malaysia telegram mobile phone number list reviews and comments! I fondly remember the days when the marketing team's job was much simpler. We focused on creating creative ads that could be recycled across multiple campaigns over the course of months, and sometimes even repeated from year to year. But with the constant evolution of media, digital platforms, social media, and the fast-paced hustle and bustle of trends, you find that an ad or social media post barely lasts as long as it took you to create it.
However, the story does not end there. Simply creating attractive advertising is no longer enough to convince consumers to buy a product. We have moved from simply highlighting the qualities of a product or service to the art of persuasive advertising and, finally, the management of comments, opinions and reviews. Curiously, the latter often do not depend solely on the quality of our products, but are influenced by a multitude of factors.
via GIPHY
In the past, marketing experts used to talk about how one negative comment spread by word of mouth could influence up to eight people. However, today, this phenomenon is much more complex and its impact even greater. A study by SeQura has revealed that just five positive reviews can increase the likelihood of consumers choosing a product by 270%. Now, imagine what happens if instead of positive reviews, the opinions are negative or simply do not exist at all.
It is an undeniable fact that consumers are becoming more cautious and aware when making a purchase, especially due to the economic problems caused by the pandemic in 2019 and political conflicts between countries. These events have led consumers to seek detailed information before making a final decision, and thanks to the omnipresence of technology, this process has become extremely simple. Simply typing the name or uploading a photo of a product to Google or TikTok , the preferred information search platforms for the new generations, allows us to access a wide range of data, among which reviews stand out as the most reliable source. According to Northwestern University , 95% of consumers consult online reviews before making a purchase, relying on the experience of others to make more informed decisions.
2. From Web to Email
Incorporating reviews on your website has become key to converting visitors into buyers, regardless of the size of your business.
However, it's not enough to simply display these reviews on your website and hope that users find them. As the old saying goes, if the mountain won't go to Mohammed, Mohammed will go to the mountain. In other words, you don't need to wait for users to browse your website to discover other customers' praises of your products or services. Now is the time to tap into the treasure trove of content created by your own customers and make the most of this information.
Email is the perfect channel to share this information with your customers and attract them to your website. When someone reads your emails and sees the good ratings and reviews from other customers on the products you are promoting, they are much more likely to be motivated to click on the call to action and convert.
As a marketing professional, I cannot deny that advertising campaigns are still our daily bread to attract the attention of our target audience. But let's be honest, what really tips the balance in a consumer's decision are the voices of other users on the Internet. Whether on the purchase page, on social networks or on those specialized blogs. And look, I don't want to minimize the work we do with those conversion funnels that are sometimes like labyrinths, but the truth is, if there is one thing I know for sure in my life, apart from my name, it is that the comments of others can lead us to buy even the unnecessary. Have you not heard a friend excited about his latest acquisition just when you are about to start a marathon of online research about your future purchases? Well, let's get to it...
1. The Impact of Reviews
What a mess it has been in the world of online malaysia telegram mobile phone number list reviews and comments! I fondly remember the days when the marketing team's job was much simpler. We focused on creating creative ads that could be recycled across multiple campaigns over the course of months, and sometimes even repeated from year to year. But with the constant evolution of media, digital platforms, social media, and the fast-paced hustle and bustle of trends, you find that an ad or social media post barely lasts as long as it took you to create it.
However, the story does not end there. Simply creating attractive advertising is no longer enough to convince consumers to buy a product. We have moved from simply highlighting the qualities of a product or service to the art of persuasive advertising and, finally, the management of comments, opinions and reviews. Curiously, the latter often do not depend solely on the quality of our products, but are influenced by a multitude of factors.
via GIPHY
In the past, marketing experts used to talk about how one negative comment spread by word of mouth could influence up to eight people. However, today, this phenomenon is much more complex and its impact even greater. A study by SeQura has revealed that just five positive reviews can increase the likelihood of consumers choosing a product by 270%. Now, imagine what happens if instead of positive reviews, the opinions are negative or simply do not exist at all.
It is an undeniable fact that consumers are becoming more cautious and aware when making a purchase, especially due to the economic problems caused by the pandemic in 2019 and political conflicts between countries. These events have led consumers to seek detailed information before making a final decision, and thanks to the omnipresence of technology, this process has become extremely simple. Simply typing the name or uploading a photo of a product to Google or TikTok , the preferred information search platforms for the new generations, allows us to access a wide range of data, among which reviews stand out as the most reliable source. According to Northwestern University , 95% of consumers consult online reviews before making a purchase, relying on the experience of others to make more informed decisions.
2. From Web to Email
Incorporating reviews on your website has become key to converting visitors into buyers, regardless of the size of your business.
However, it's not enough to simply display these reviews on your website and hope that users find them. As the old saying goes, if the mountain won't go to Mohammed, Mohammed will go to the mountain. In other words, you don't need to wait for users to browse your website to discover other customers' praises of your products or services. Now is the time to tap into the treasure trove of content created by your own customers and make the most of this information.
Email is the perfect channel to share this information with your customers and attract them to your website. When someone reads your emails and sees the good ratings and reviews from other customers on the products you are promoting, they are much more likely to be motivated to click on the call to action and convert.