Online brand, Etsy, gets customer reviews for 25% of their purchases. How? Neil Patel says it's because they "asked their customers to leave a review with a follow-up email or text message." When you make it easy with well-timed and personalized emails, then more customers will leave an online review.
But first, your email must hit their inbox, not their spam folder. Then it needs to stand out among the dozens of messages that demand attention. With Convince&Convert reporting that "35% of email recipients open an email based on the subject line alone," it's no secret that creating the best subject lines for reviews is crucial.
Improve your email open rate and get more customer reviews with subject lines that capture your customer's attention and encourage feedback.
Create a sense of urgency
Subject lines that impose a time limit or suggest scarcity gets people to take action. It's a method that's been around for ages yet continues to work. Invesp says, "subject lines that create a sense of urgency or exclusivity can give a 22% higher open rate."
Example: Our giveaway closes Friday, so don't miss your chance to leave an online review!
Personalize your subject lines
Marketing professionals are serious about collecting data. Leverage that information to personalize your subject lines for more effective email marketing. According to HubSpot, “Emails that include the first name of the recipient in their subject line had a higher clickthrough rate than those that don't." But don't rely on names only. List the specific product, event, or day, so your email recipient feels a sense of familiarity.
Example: Hey Jana, did the organic bath bombs relieve your stress?
Be direct and keep it short
Customers read marketing message after marketing message, and they're tired of making decisions. Hit the mark with a direct subject line that clearly lays out your request. Plus, the shorter in length, the better. The email testing service Litmus reports that "46% of emails are opened on mobile devices" This means that only a portion of longer subject lines is visible. Keep it under 40 characters for best results.
Example: Would you share your story with us?
Add a bit of mystery
While no one likes a lie or deliberate half-truth, Marketing 101 demonstrates how the psychological thrill of intrigue works. Perhaps you add mystery about a secret product offering for top reviewers or hint at what others are saying. This tactic plays on the FOMO that most customers feel.
Example: Do you agree with Mike's review of our bath bombs?
Build trust for more online reviews
Along with perfect grammar and non-spammy words, customers want honesty and authenticity. Choose words that convey a warm, fuzzy feeling. When your copy sounds less salesy and more like you genuinely care, then you'll get a better CTR and more customer reviews.
Example: Did our product earn your review? We want to know.
Ask for help with customer reviews
Just as people like freebies and compliments, they also feel a sense of purpose when they're helping out. Plus, if you can personalize the subject line to include a reference to someone resembling the email recipient, like a parent or grandparent, then you'll increase the number of online reviews you receive.
Example: Jacki in Seattle wants to know if the bath bombs help with nausea. Can you help?
Increasing your email open rate is complicated. But, the right email subject lines are the first steps to getting the recipient's attention. Effective marketers back it up with tight email copy and a sound CTA that boosts your online reviews.