Post-interaction email drives 79% of customer review volume

Summary

In the first eight months of the programme, the company collected 4,000 reviews.

  • Trusted customer opinions drive a 39% conversion increase
  • PIE drives 79% of all customer reviews

British pottery manufacturer Emma Bridgewater Ltd has never lacked for enthusiastic customers. The company sought to capture that enthusiasm and use it to spark excitement in consumers and generate more sales. In December 2010, the company launched reviews to give customers a way to share their passion and enthusiasm with others in the company’s online store.

The following month, they launched a robust post-interaction email (PIE) programme to keep review volume high and maximize the value of reviews. PIE is an email sent to customers a few weeks after purchase, inviting them to review products or services received.

“Reviews allow us to do two things,” explains Jamie De Cesare, Web Manager for Emma Bridgewater. “First, they provide a way to make sure that customers are happy with their purchases, that their shipments arrived safely and on time, or to let us know if there’s a problem so that we can do something about it. But beyond that, they give us a way to generate powerful content for our website by capturing customers’ positive, enthusiastic comments and featuring them prominently online.”

Trusted customer opinions drive a 39% conversion increase

Emma Bridgewater products enjoy consistently high ratings from customers – an average of 4.9 stars out of 5, according to De Cesare. In De Cesare’s experience, customers on EmmaBridgewater.co.uk often make purchase decisions based on other customers’ recommendations and descriptions of how and why they use a product. The company credits customer reviews with a 39% increase in the site’s conversion rate on their product page.

PIE drives 79% of all customer reviews

Through the PIE program, Emma Bridgewater follow up with customers two weeks after purchase, inviting them to review the product online. In the first eight months of the programme, the company collected 4,000 reviews. They attribute 79% of total review volume to PIE.

Download PDF »
Customer reviews give Cellarmasters a competitive edge

Customer reviews give Cellarmasters a competitive edge

Cellarmasters sees a 58% lift in conversions in using consumer-generated content to bolster trust, increase brand awareness, and foster customer advocacy.
Read more »

The Seaweed Bath Co. uses customer reviews to increase brand awareness and consideration

The Seaweed Bath Co. uses customer reviews to increase brand awareness and consideration

The Seaweed Bath Co. uses Brand Edge to drive sales in the retail channel and support new product launches with customer reviews.
Read more »

Merrick increases brand consideration among passionate pet parents

Merrick increases brand consideration among passionate pet parents

Merrick Pet Care leverages the strong opinions and preferences of pet owners and brand advocates to give other shoppers the confidence to choose Merrick products online and in the aisle.
Read more »