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Circle of Trustpilot: How do I increase my response rate?

Monday, June 18, 2018
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Thanks for tuning into the Circle of Trustpilot-- our video blog series brought to you by our Customer Onboarding Team. As the Trustpilot network continues to grow, our goal is to make sure that everyone can optimize the benefits of working with Trustpilot and collecting customer feedback.

Our goal is to provide you with tools, tips, and tricks to best take advantage of our service. Today’s video covers one of our most frequently asked questions: How to increase review response rate when sending out feedback requests.

We’ve included a full transcript of the video below, including links to any external resources referenced. Please don’t hesitate to reach out to with any questions or comments. And of course, feel free to post your feedback in the comments section below!

Video Transcript:

Video Blog # 2- How do I increase my response rate?

Welcome back to The Circle of Trustpilot! Today’s video will feature tips and tricks on a topic that is critical in the world of customer feedback: How to optimize the conversion rate of your review invitations, in order to generate the most customer feedback possible.

Response rates to email invitations can vary widely based upon many factors. We’re here today to help navigate you through optimizing a few of them.

If you’re looking to get started by sending out a large email campaign to recent customers, there are several key factors that are important to consider:

1) When you’re sending

Unless you are brand new to email marketing, you are probably familiar with how impactful your send time is to the effectiveness of a given campaign. Across the board, email marketing campaigns tend to see the highest open and conversion rates towards the middle of the week--particularly on Thursdays. In terms of times of day, consumers are most likely to open emails either right before or right after lunch. Aim to send around 10:30am, or closer to 2-3pm. (Source: Mailchimp Research).

But what about targeting customers on an ongoing basis? Many Trustpilot partners use our Automatic Feedback Service or a similar custom event to trigger invitations to send or embedded forms to pop-up post transaction. This is of course recommended as you can work to optimize the delay time between the transaction and asking for feedback based on shipping time, setup time, product usage, etc. In these cases, you must look at:

2) When in the customer journey you’re soliciting feedback

The key here is that you want to reach out to your customer for feedback at the point where they are familiar enough with the company, service, or product to give meaningful feedback, but still as close to the point of purchase as possible as to catch them when the transaction is still fresh and top of mind. You also want to consider what part of your customer journey you really are looking for feedback on – is it your online customer experience, your ordering process, your shipping or delivery, or the actual product or service you want to position the customer to focus their feedback around – make sure to target the invitation to arrive to the customer as close to the relevant step in your customer journey as possible. If you sell a subscription-based product or service, it may make sense to trigger invitations based on a certain amount of usage or key milestones in the customer’s journey with your solution. This is something your Trustpilot on-boarding specialist or account manager can work with you to fine-tune.

Now that we have optimized the arrival time of the feedback invitation, we need to ensure these emails are seeing the highest open rates possible. It’s time to consider:

3) Subject Lines.

We all know how crowded our inboxes get -- so we need our subject line to stand out, be direct, and get the customer’s attention!

Talk to your Trustpilot on-boarding specialist about utilizing the Conversion tab of our Statistics module in the platform to test subject lines in order to see your highest open rates. In recent tests, Trustpilot partners have seen some of their best results with subjects like, “Domain Needs Your Feedback”, or “Rate Your Experience with Domain”.

If you would like to try being even more direct, you can test starting the subject line with something like “Action Required: ”, or use one of our handy placeholders to automatically populate the customer’s name or order ID right in the subject line. Talk about personalized! Key takeaways here are to keep it concise, use your brand name to trigger familiarity, and use a strong action verb to spur the customer into clicking. You can also see other great tips on optimizing email subject lines in Mailchimp’s blog post.

Now that the customer has opened the email, how do we ensure they complete the review process? It’s time to:

4) Customize Your Invitation Template

While the Trustpilot platform offers fully responsive and effective email templates you can utilize, these templates are meant to be just a starting point, so we encourage you to make it your own! As a first step, add your logo and other branding to the template – again, that brand familiarity can go a long with triggering action in customers.

Moving on to the wording of the email, as a best practice we encourage partners to keep it short and sweet. Avoid using words like “survey” or “questionnaire” which make the review process seem longer than it really is. Feel free to mention that it only takes 30 seconds for someone to leave a review! And remember to include why this feedback is so critical to you, the company – because it is imperative in making sure you can continue to improve upon your customer experience.

The calls-to-action, or where the customer can click to open the review form, are the most critical piece of this invitation. Again, utilize the Conversion tab of the Statistics module in the Trustpilot platform to test optimizing this step. We also encourage partners to test out including multiple calls-to-action, as long as they are all focused on garnering the review. Including outside asks like a Facebook like or Twitter follow tend to distract from the main goal of getting feedback. Big, eye-catching calls-to-action work well, such as brightly colored buttons and banners that are clickable. Feel free to lean on our team for additional support designing and testing email templates.

Was your first email invitation unsuccessful in capturing customer feedback? Perhaps you would like to test using:

5) Reminder emails

Sending a brief reminder email to encourage your customer to leave a review can be an extremely effective way to increase your response rate. This method works particularly well for subscription-based businesses, or those with larger basket sizes. However, use this technique cautiously as the last thing you want to do is annoy your customers.

Best practices for reminder emails are very similar to the initial invite. Keep the email short and simple, with a strong call to action. Acknowledge in both the subject line and the body content that this is a last reminder email for feedback. A subject line like “Reminder: Domain Needs Your Feedback” and a brief and branded template seems to work well. Also, timing is key –- depending on how long your conversion funnel is, waiting anywhere from 1 week to 3 weeks has shown good results.

While this post is almost exclusively centered on using email to invite customers to leave you feedback, there are other methods that might fit well with your customer journey and help raise those response rates even more. Many partners see awesome results using an embedded review form on their website, either post-transaction or as part of their on-going customer interface – talk to your Trustpilot on-boarding specialist or account manager if you think this might be a good fit for you!

As a reminder, there are many other factors that can influence response rate-- including the industry you work in, your customer demographic, and your average conversion value. However, your Trustpilot team is here to help you optimize your invitation methods and capture as much feedback as possible!

Thanks for tuning in, and if you have questions, please request a free demo below.

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