Let’s look at these 2 reviews:
A: Generic and just adds cognitive load:
B: Specifically addresses shopper concern about mattress delivery to buildings (Narrative Control):
Which one do you like better?
Instead of sending out a generic post-purchase email that says, “Hope you are enjoying product X, please write a review” study the product and the reviews you have already collected. Is there a feature that isn’t talked about enough? Is there a feature that is unfairly criticized by a tiny minority? You can identify 15 such scenarios specific to you.
Now that you have the most promising ideas craft a review request email.
Look at an example CAMINO CARRYALL 35 on Yeti.com is marketed as a rugged bag. But most of the reviews don’t talk about that feature. So what can one do? Simple, send an email to people who purchased the bag in the last 6 months. Here is my example email:
Subject: Camino Carryall is rugged, right?
You’ve had your Camino Carryall for the last 6 months. We hope you’re using the heck out of it. We also hope you’ve been rough with it because ruggedness is a feature engineered into the bag. But you know what? We have 853 reviews and only 6 talk about the ruggedness of the product. That sucks because we went through 38 prototypes just to maximize ruggedness.
If you’ve taken the bag through the paces we would love your feedback on the ruggedness of the bag.
We need your help, Steve.
This email works for a number of reasons:
A: We’re asking Steve for a very specific thing
B: We’re challenging Steve to tip the balance of ruggedness reviews (they’re just 6 right now)