Hello,

72%.

Yes, 72% of people will quit if they don’t see reviews.

Do you use reviews on your sales pages? If not, please start using them. Really, please do.

But that’s not the point of this email.

The question: Can we use testimonials in email? Will that improve engagement and conversions?

Short (and definite) answer: Yes!!!

Let’s dig in…

What makes a review good?

The purpose of a testimonial is not to praise your business, but it is to address a concern your potential customer will have. Plus people shouldn’t feel that the review is fake.

• Should describe some problem / hurdle – that other people are likely to have – and how your solution helps overcome that.
• Non rounded numbers and specific details work better.
• Should be short and written in the style of a customer – can also mention how hesitant they were before choosing your solution.
• Should prove that your business is not only legitimate but also effective.
• Influencers and reputed brands have more impact, but anyone’s review will work if they meet above points.
• When you have multiple reviews, try to highlight different aspects of your solution in different testimonials.

Look at how denim brand Everlane uses reviews. They tick all the points!

BTW, highlighting their jeans’ 4.69 out of five rating from 1,284 reviews – and starting with that number – adds even more impact. Testimonials can be trustworthy, you just need to make them believable!

My top tips to get more reviews 👇

1. Keep asking: If you don’t ask for reviews proactively, you will only get negative reviews. Keep prompting people to leave a review at different stages in their journey with you.
2. Make it easy: Tell them where and how to leave a review. Give hints and possible structure if required.
3. Incentivize: Give them a reason to share their feedback!
4. Timing is key: Ask for a review shortly after they’ve made a purchase or used your service. The experience will be fresh in their mind and they’re more likely to give a testimonial.
5. Share it: Once you have some good testimonials, share them on your website, emails and social media.

Using testimonials in emails…

Think about the emails you’re sending to your subscribers.

Think about their “stage” in the “conversion process”. What kind of review will make them more likely to take the next step?

Look at this email from Bite – a dental hygiene product.

This is a newsletter email – and it’s a goldmine of wisdom if you dig for it.

The full email contains three reviews from major publishers and five customer testimonials that address various pain points. By highlighting gum health, eco-friendliness and the impact on dental check-ups, Bite appeals to a diverse range of customers. It’s smart marketing that’s hard to resist. And look – they’re even offering a $5 off promotion at the end!

Here are some types of emails and how to use reviews in them.

• Welcome email: Insert 2-3 powerful reviews in different sections.
• Newsletter: Begin or end with a review – sometimes you can use a review as a starting point of a conversation for the newsletter.
• Auto-responder sequences: Include reviews that propel people to take action
• Announcements: Reviews that build credibility and trust

What kind of reviews will work for your prospects?

Free Webinar: Thriving in the digital age with WordPress

Want to know the steps to take your blog, news site, or magazine to the next level? Join us Live next week for an exclusive presentation co-hosted with our friends at BuddyBoss.

Discover how to increase user engagement, create more reliable revenue streams, boost brand visibility, and even compete against the biggest publishers in your industry!

Best of all, this exciting webinar is completely FREE! Don’t miss out on this opportunity to grow.

Click here to register now!

Now for the winners…

March’s year-long licenses to Icegram Engage go to:

1. Alanna O’Boyle
2. Errin O’Connor
3. Denise Murtha
4. Wilstar
5. Andrew McDonald

Congratulations! Thank you all for participating. In April, we will have something exciting again.

Call to action: edit one of your emails and add a review!

Twist to the story: The next time you need a little inspiration, take a look at what your customers are saying about your business. Their words may be the extra push you need 😉

Until then,