Post Purchase Email Best Practices Part 1: Content

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In a perfect world, a customer would buy your product, love it and come to your site to write a great review. But the reality is, most shoppers need a little nudge to write a review. The best way to give them that nudge? A post purchase email. In fact, studies show that up to 70% of consumer reviews originate from post purchase emails.

Many elements contribute to the performance of your post purchase emails — including design, timing, mobile friendliness and incentives. But one of the biggest factors is the content — the words you use to ask shoppers for a review. Read on to get tips for creating content for your post purchase emails that will drive big results.

Keep Things Short and Simple
Research from Microsoft found than the average attention span of a human is 8 seconds — one second shorter than that of a goldfish. Since humans are easily distracted creatures, it’s crucial to keep the text of your emails short, simple and to the point. The purpose of this email is to solicit reviews, so make sure to include a direct call to action to write a review. Avoid elements that will pull customers away from writing a review, such as banners, links to other parts of your website, or other sales or marketing calls to action.  

Personalize When Possible
Shoppers have come to expect personalized experiences throughout their shopping journey. Always use the customer’s name in the body of the email, and consider including it in the subject line, too. Research from Experian found that personalized subject lines garnered a 26% higher open rate.

In addition, thank the customer for purchasing a specific product. Include a photo of the product so the customer knows what product they should review.


Avoid Truncated Subject Lines
The subject line will play a big role in whether or not the customer opens your post purchase email. So make it compelling. Also, keep in mind that more than 50% of emails are being opened on a mobile device. So keep your subject lines under 55 characters to avoid being truncated on mobile devices. 

Measure, Test and Optimize
Don’t adopt a “set it and forget it” mentality when it comes to your post purchase emails. Instead, build your post purchase email program, continuously measure results, and look for ways to improve.

On average, you should see around a 3% conversion rate on emails sent to reviews written. If you’re seeing something lower, consider testing different elements of the email, including:

  • Subject lines
  • Headlines
  • Promotions
  • The look and feel of the email

If you’re seeing a higher conversion rate, great! But keep tracking progress so you know if that number ever starts to dip.

Want to explore more best practices for generating more ratings and reviews through post purchase emails? Sign up for now our August 27 webinar.

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