According to a recent survey published by eMarketer, nearly 54% of consumers surveyed help friends or family members with purchase decisions, and more than 40% share advice based on information they have read online. So how can you encourage your...
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According to a recent survey published by
eMarketer, nearly 54% of consumers surveyed help friends or family members with purchase decisions, and more than 40% share advice based on information they have read online. So how can you encourage your email subscribers to join the conversation about your brand? Here are some simple tips to help you harness brand advocates with email and use that information to influence purchase decisions.
Include Forward to a Friend (FTAF) or Share with your Network (SWYN) feature in email messages with strong viral content. Sharing features are most effective for promotional messages with great deals, limited time offers or new product announcements.
Send a post-purchase product review. The most effective examples I have seen are sent within two weeks following product delivery and include dynamic content reminding the consumer what they purchased.
Here are some recent examples from my own inbox:
Macy's
GAP
Crate&Barrel
Incorporate top rated products into your marketing messages. You can use the data for stand alone "Top Rated Product" messages, or incorporate it into your regular marketing messages. Here are examples of both:
HP sends a periodic stand alone message highlighting their customer favorites.
Nike includes links to top rated products in their standard email template.
Finally, don't forget to
recognize and acknowledge your brand advocates. Consumers who provide feedback and participate in product review campaigns are likely to be some of your most loyal customers. Consider segmenting them out and giving the special treatment. For example, you could create a special program to acknowledge their contributions, or give them previews of new products or deals.
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