5 reasons why you should be including product ratings in your emails

Did you know that roughly 95% of customers read reviews before making a purchase?

This suggests to us that product ratings and reviews are pretty important for both retailers and consumers alike.

In fact, they are becoming an increasingly essential tactic for any modern-day retailers looking to tackle a turbulent economy, fluctuating customer demand, and fierce competition.

And it’s easy to understand why. As the statistics suggest, product ratings and reviews bring numerous benefits to businesses. Meaning they should be promoted via every possible channel.

And with email marketing generating four times as much ROI than any other channel. This seems like a great place to start.

Want to know more? Then read on. 

Credibility and trust

Whether you’re a big brand or a small independent retailer, continuously building credibility and trust with your audience is essential. Particularly in such a competitive industry.

This is what sets the foundation for a future relationship. Repeat purchases. And loyal customers.

Fortunately, product ratings and reviews establish that sense of trust by offering up feedback and reassurance from other customers.

In fact, 76% of consumers trust online reviews as much as personal recommendations.

And it’s not simply the content within the rating or review that builds trust. The simple act of being able to show how many happy customers have purchased from you is key to proving that you are a reliable, credible business that customers can be confident in dealing with.

Connect with similar buyers

If we dig a little deeper into trust and credibility. Product ratings and reviews are the perfect way to connect potential purchasers with customers who have similar challenges to them.

Messaging is important for any brand. But it can be difficult to ensure you are including all of the needs and wants of all of your customers.

Instead, you can let product ratings and reviews do the talking for you.

Ratings and reviews make it possible for consumers to interact with one another by reading and responding to content that has been generated by other consumers. Who are just like them.

They offer a wealth of guidance and support to consumers who are looking to those who have faced similar challenges. Or have put in the time researching comparable items.

Product insights

This brings us neatly onto our next point.

Retailers want to shout about all of the benefits of all of their products. But there’s only so much product copy that can be skimmed before the reader loses interest. And a retailer might not even be privy to every benefit a product can bring.

That’s where consumer-generated content comes in.

As we’ve covered, consumers know the challenges of other consumers. And they can speak first-hand about the benefits they have received from purchases. Even more so than retailers, who may not actually be their own target demographic.

Product ratings and reviews offer insights, benefits, and advice that only a customer could be aware of. And the wider the product is used. The more insight that can be gleaned and shared.

Boost purchases

75% of customers won’t take any buying actions until they’ve read reviews.

So despite all of your best efforts in your product design, marketing, website, and sales. Without showcasing your product ratings and reviews, you could be falling at the final hurdle.

Buyers may be lacking the confidence to make the purchase. Or have concerns regarding quality or suitability.

Product ratings and reviews play a significant role in generating conversions. Consumers are openly marketing for you by leaving positive reviews which improve confidence in the brand they are purchasing from, and the product they are purchasing.

These benefits are what make product ratings and reviews perfect for basket abandonment campaigns. Offering uncertain buyers that final nudge to purchase.

Reduce returns

Roughly 15% to 40% of online purchases are returned. A challenge that is costing the global eCommerce industry over $1trillion a year.

That’s a significant challenge.

By not showcasing your product ratings and reviews, customers will struggle to identify if your items are right for their specific needs.

After all, you could be offering the most high-quality, reliable products on the market. But it may simply not be right for that consumer.

By reviewing experiences from other customers, buyers can establish whether the item is suitable for them, and even glean further advice to reduce the chances of needing to return. This could include colour, size, fit. The list is endless.

By tapping into others’ experiences, consumers can research the perfect product for their needs. Reducing the chances of disappointment when the product arrives, and then the inevitable return process.

Ready to include product ratings in your emails?

If this blog post has inspired you to include product ratings and reviews in your emails, then what are you waiting for? Speak to one of our friendly team members today to learn how you can get started.