If you're not yet seeing the response rates you're wanting, we have a number of suggestions for optimizing your messages in Feedback Genius. Here are a few tips to help you get started:
1. Use product-specific emails and attachments to add value for your customers
Filters are blank when you create a new message, meaning the message will get sent out to all orders. This is fine if you sell thousands of different products and can’t create a custom message for each one. Ideally, however, you should create a message for each product (or group of products) that you sell. Consider making your own template to enhance the customer’s experience. Add attachments that will go out to a specific ASIN or SKU: infographics and ebooks on how to use a product are popular options, and your customers will appreciate them accompanying an order.
Pointer: When targeting emails to a product, use either the SKU or ASIN (but not both).
2. Use short, catchy subject lines for your messages
The subject line is the first thing people will see of your email. People receive lots of emails — you do, I do, we all do, everyday — so give your email a fighting chance with a creative subject line. Your subject line should be a reflection of your brand. Feedback Genius has generic templates that are designed to be a guide, and not necessarily the be-all, end-all to email subject lines.
Pointer: If you're using the [[product-name]] variable in your subject line, make sure to add a short name for your products! This will help keep that subject line short and readable.
3. Send a reasonable amount of emails for each order
We recommend 1-2 emails be sent per order. How many emails would you be OK with as a consumer? We’ve all subscribed to an email list eager to know more but only to become jaded by an endless blitz of messages. Most people don’t have the time to read all of the emails sent to them so it’s important to be thoughtful of their time. We’ll talk more on email length shortly. The last thing you want to do is annoy a customer.
So how many emails should you send per order? Again, we recommend 1-2:
- One for when an order is delivered to request seller feedback. Take this time to establish a connection for customer support as well! (Avoid making this email a shipment notification because Amazon already takes care of that.)
- And one final email after the delivery to solicit a product review.
Pointer: You know your products best, so make sure you pick the message timing that's right for your items. For example, buyers might be ready to review a vacuum cleaner within the first week after delivery, while a few weeks might be needed before they're ready to review vitamins or other supplements.
4. Keep emails short with a clear call to action and a specific goal
Brevity is the name of the game here. Get in, get out, and get feedback. Have clear goals when approaching a campaign to narrow your objective. Remember, people get a lot of emails, so don’t overload them with multiple calls to action–one and done.
Here’s an example of what we think is an effective call to action: “It’s been 7 days since you received (name of product) and we want to know how you like it. Quality feedback ensures other customers, like yourself, get the absolute best products and service possible. Please take a minute to tell others about it.”
Amazon will usually send a request for feedback 10-15 days after a product has been delivered. These emails are basic and lack personality. So do yourself a favor as a merchant, and make your call to action email personable and with a clear intent.
5. Use variables to make emails easy to navigate
Variables are tools you can incorporate into your emails to make them more navigable, user-friendly, and aesthetically pleasing. Feedback Genius has 34 different ones to help you achieve your goals, whether that's greeting a customer by their [[first-name]], adding a [[feedback-link]], or many others.
Pointer: Not every variable is always available. For example, [[estimated-arrival]] is only available for FBA orders. Also, [[carrier]] and [[tracking-number]] are only available for FBA orders.
6. Use the repeat buyer functionality
If you sell a consumable product, or one that buyers frequently purchase more than once, you can send a different message each time the buyer purchases from you. In the "Advanced Filters" section of each template you can set custom messages for repeat buyers. It’s set to “No” by default but setting it to “Yes” will open a submenu with options to choose from:
- Buyer’s first purchase
- Buyer’s second purchase
- Buyer’s third purchase
- Buyer’s fourth purchase and subsequent purchases
From here, you can choose the specific purpose of what this email will say depending on if it’s the first, second, third, or fourth (and subsequent) purchase from a customer. These emails are perfect for expressing appreciation. You want to thank people for being repeat customers. These specific emails are optimal times to ask for seller or product feedback if they haven’t provided it already.
7. Try different templates and use analytics to see what works best
Before we get too deep here, we need to remind you that the analytics and A/B testing features are only available for paid plans. That being said, there is still much to be done with optimizing your emails even if you don’t have access to all of the features.
The analytics feature allows you to view the open rate, number of people who unsubscribed, and how many times a specific message has been sent. It also allows you to see your data over time and check the success of your emails. We recommend you change specific, measurable aspects of your emails and compare them with previous versions to see how they stack up.
For example, if you’re trying to get higher open rates by optimizing the subject line of an email, then update that email’s subject line only and leave everything else the same. This will create a control and treatment group to compare the results. Then track the number of outgoing emails until you get a large enough sample size to compare your treatment group against the control. By doing this, you will be able to whittle down your email’s copy and create an optimal finished product.