Testimonials are some of the effective tools at a marketer’s disposal. When applied correctly, they can persuade even the most hesitant of consumers to follow through with a purchase.
72% of consumers trust positive testimonials as much as a personal recommendation. These reviews from satisfied customers provide potential consumers with social proof. They offer valuable insight into your product or service that could persuade a consumer to purchase.
People are more likely to trust a testimonial from an actual customer over a company recommending their own products. Due to their persuasive power, a customer testimonial is one of the best tools available to email marketers.
7 Effective Ways To Use Customer Testimonials In Email Marketing
If you want to use customer testimonials effectively in your emails, here are seven ways to leverage them for better customer engagement and higher conversions.
Brief Product Reviews That Encourage Trust
Product reviews encourage consumers to trust your brand. It reflects highly on your company when satisfied customers take the time to leave a positive review. It demonstrates the ability of your product or service to exceed that customer’s expectations. When you include customer experiences in your email, you are offering proof of your product’s value.
Oftentimes, the most effective testimonial are also the most brief. Most readers typically skim their emails so readability is essential. If you choose to include a great, but lengthy testimonial in your email, there’s a chance the reader will skip over it entirely. One way to include a more lengthy and in-depth testimonial in your email is to provide snippets of it and provide a link to the full review. This gives interested consumers the option to continue reading, while respecting the time of other readers.
Video Testimonials That Appeal To Emotions
Testimonials allow marketers to highlight the human element in their emails. Videos testimonials particularly appeal to the emotions of consumers. Depending on the customer featured in the video, some consumers might be able to self-identify with them. If your product or service worked for someone who share the same qualities, circumstances, or appearances as them, it’s most likely going to work for them as well.
As a result, it’s crucial to choose a customer that reflects your ideal consumer. This improves the chances of a curious consumer seeing themselves in the customer, and buying the product.
Share Inspiring Stories From Customers
In the same way that video testimonials appeal to human emotions, highlighting testimonials from customers with inspiring stories can do the same. These testimonials are a great way to appreciate and strengthen your customer relationship.
By focusing your email on a customer’s story, you are demonstrating to your readers that you care about them and their experiences. As a business, you care enough to listen to their stories and share it on your platforms. This is a great way to build trust and loyalty among your customers.
Creatively Utilize Testimonials For Abandoned Cart Emails
Another effective way to use testimonials is through abandoned cart emails. These emails are automatically triggered when a consumer adds an item in their cart, but doesn’t check out. One of the smartest uses of testimonials is to persuade consumers with abandoned carts to complete the purchase.
The testimonial could be a brief positive review of the product or one that addresses any potential concerns the consumer might have. Either way, it might just be the push they needed to purchase your product or service.
Address Potential Concerns In Testimonials
In addition to testimonials that advocate for your product or service, you can also include those that address any concerns the consumer might have. This a great way to respond to any negative rumors or reviews about your product. Testimonials from real customer experience can ease the worries of any hesitant consumer and convince them to give your product a chance.
Testimonials From Customers Who Compare Your Product To Competitors
Another powerful use for customer testimonials in email marketing is to set your company’s product or service apart from your competitors. In the event that you come across a customer review that praises your product as the ultimate solution after trying numerous other similar products, consider using it in your next email.
Incorporate Images Of Customers In Your Products
In addition to including written customer testimonials, add visual ones as well. If there are images or posts on social media of customers enjoying your product, incorporate it into your emails. A customer that is so thrilled with your product that they feel the need to share it with their followers is powerful social proof. It can help some consumers self-identify with the real-life customers in the images.
Conclusion
Customer testimonials are some of the most powerful tools marketers can use to enhance their emails. Not only do these reviews provide valuable social proof to potential customers, but they also develop brand trust and loyalty. Through their testimonials, happy customers essentially do the job of marketing your product or service for you. By including these testimonials in your email marketing strategy, you simply give your most satisfied customers a wider platform to advocate on your behalf.
Author Bio:
Christina Lee is a marketing specialist at State of writing. She contributes articles about the latest marketing trends and growth strategies to various publications.
