Sellercast: Post-Purchase Amazon Review Request Emails


On April 30th, 2019 our Marketing Director, Andrew Maff, and Head of Accounts, Gina Milazzo, sat down to talk about optimizing post-purchase Amazon emails to gain more reviews on your listings.



Andrew Maff:  Hey, episode number 25 of the Seller's Cast, my name is Andrew Maffettone.

Gina Milazzo:  I'm Gina Milazzo.

Andrew Maff:  And today we're talking about post-purchase Amazon review request emails.

Gina Milazzo:  A mouthful.

Andrew Maff:  Last week, we did a very interesting one. Got some interesting feedback. But anyway, we're going to keep going anyway. So today we're going to talk about the actually review request emails. It was the only white hat to do reviews that we believe, of course a bunch of people disagreed. But, go back and watch that video, it got weird. So we're doing our post-purchase review emails so this is an email that you trigger after someone purchases it on Amazon.

Andrew Maff:  So there's a ton of different ways that you can do this. You want to start this off?

Gina Milazzo:  Yeah, sure. So, something to keep in mind if you have questionable shipping policies, probably don't set these up. If your product tends to break in transit, probably don't set this up. If you aren't even sure if your skews are labeled properly in the warehouse and someone might get the wrong thing, don't set these up.

Andrew Maff:  Internal fun. So there's other things too. So if you have a consumable, so food, tends to be a big question. My suggestion is to turn them on, find out the immediate result of what people are really saying.

Gina Milazzo:  No-one is more honest.

Andrew Maff:  And then you might want to turn them off. So sometimes to be honest with food it is subjective, so depending on how your listing is worded.

Gina Milazzo:  It's like a rude boyfriend. They'll just always tell you exactly what they think. [inaudible 00:01:49] does this product taste bad?

Andrew Maff:  So that kind of stuff, but let's talk about actually how to set up the product. Or set up the email. So you can trigger from a order confirmed, order shipped.

Gina Milazzo:  Order delivered.

Andrew Maff:  Order delivered. And anything else half that. So we always suggest to do order shipped and then order delivered. And then we'll always do at least one more, maybe more. And obviously every price will be different. So everyone always says like I'm going to send the email on the order the delivery and then a few days and then maybe a reminder a few days after that. But if you have a vitamin, give them a month to try it or something like ... you really have to know-

Gina Milazzo: 
Know your product.

Andrew Maff:  Know your product and how long a consumer's actually using it. So the trigger of each email, when you're actually going to have them triggered and sent is going to be dependent on your product, depending on the consumer you're working on. But we have order delivered, we have review. I'm sorry, order shipped, order delivered, review request, reminder and then don't bother them anymore.

Gina Milazzo:  No more four emails.

Andrew Maff:  So we pretty much limit this to four. Now, depending on your product line, you can trigger this based on which [inaudible 00:03:06] is purchased. So you can, for example, we have someone we work with who does collegia apparel so we triggered based on the college. So that way they're getting an email where I went to UCS so I can send one that is the subject line just target towards like hey, go Knights or something like that. Which by the way for those of you who don't know, that was our mascot.

Gina Milazzo:  Reliving the glory days.

Andrew Maff:  So just like any other email, your subject line, your snippet are really going to be what opens it. If your email is order delivered, you're really just giving them information. You can give them a little extra in there too. Like for this client we have some cool fun facts for the school in there, just a little bit extra.

Andrew Maff:  That's it, I'm not asking for a review, just letting your product's on the way, have a good day. Then you have your product delivered. So now, same thing. Hey, product's here, hope you enjoy it, if you have any questions let us know. Here's another fun fact, whatever, get out.

Andrew Maff:  Then you wait a little while depending on the product line and the consumer, then you ask for review. So asking for review. There's content fun with this which is right up Gina's alley.

Gina Milazzo:  So fun.

Andrew Maff: 
You want to off?

Gina Milazzo:  Sure, be nice. Be nice. Ask nicely. As Andrew I think mentioned in our last video. If you think that maybe it's something that wouldn't get a lovely review or it's something that falls in one of those categories that were mentioned, so something subjective, something that maybe you've gotten some bad feedback before. Good idea to segment it and kind of ease people into their options. So if I order something and I maybe I didn't love it so much, but I got an email and it was like if you really loved it, leave a review here. And if you have any problems with your order, or you have any feedback for us, reach out to use here. And do a contact link instead of a review link at the second one.

Gina Milazzo:  So hypothetically you can fill the entire email with review links and say if you loved it, review it. If you hate it, review it. Not a great idea. Much better to direct happy people to a review link and not so happy people to a contact link.

Andrew Maff:  That's why I know a lot of people are going to watch this and they're going to go like, "I do that, it's ridiculous." And then there's going to be other people that are going to be like, "Genius."

Gina Milazzo:  Mindblowing.

Andrew Maff:  But the trick that we haven't had a lot of people do that we like to do here, at least it's worked for us so far is, a hundred percent complete transparency. Have the email be from someone in the office.

Gina Milazzo:  Genius.

Andrew Maff:  Or like make up a name. So be like, "Oh hey, it's so and so, I just want to let you know your product's on the way." It gives it that personal touch, but it also gives you the opportunity to be very straightforward in an email where you can actually say like, "Hey, thanks so much for purchasing. We're a really small business based out of Memphis, Tennessee." And the way that Amazon works is our business will improve if we have great reviews. So obviously we'd be really appreciative if you were able to help us out. If you have any problems at all, I want to make sure I take care of it, so please just contact me and I'll make sure that I get on top of that right now.

Andrew Maff:  So that that way they feel like I'm just going to reach out to this guy in Memphis as opposed to, "They're sending me another newsletter garbage blast that I don't want." So it's really a way to personalize the email and to actually try to get all these negative emails sent to you as opposed to putting it into a review.

Gina Milazzo:  Agreed. It's also a great way obviously to connect with people buying through Amazon. So it makes it personal, but buying on Amazon feels a little distant sometimes. You know that if you call customer service, you're going to get someone at a help center. If you email them, you might never hear back from them. So it gives them an actually point of contact and it's someone that feels a little more careful that they feel like is actually going to help them out. So great customer service plan.

Andrew Maff:  You'll actually see in the back of Amazon where you respond to all your customers and stuff. They'll all say like, "Hey Mark." Like they just assume that it was really a guy named Mark. I mean consumers are dumb, they don't know.

Gina Milazzo:  Stupid. [crosstalk 00:06:57]

Andrew Maff:  Then, great. So we're featuring everyone. We're just going to mention all of them today because there's a bunch of them and they all relatively work the same so, we're [inaudible 00:07:07] to Feedback Five. With of course Seller Labs as Feedback Genius. There's Feedback Whiz and then Feedvisor just came out with a follow-up. So there's a bunch of them. They all have relatively similar features and some that are slightly different than others. It's more dependent on whatever it is more comfortable with. But, another great episode, talk to you all next week. If you have any comments, let us know what you want to talk about or if we missed anything today which is common. And then subscribe and we'll see you next time.

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