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  • August 22, 2008

6 Tips for Tapping the Synergies between Product Reviews and Email: Executive Summary

When I spoke at the MarketLive eCommerce Summit a few months ago, the buzz was all about product reviews among the small to midsized online retailers in attendance—which was an interesting contrast to all the buzz about social networks at the Email Insider Summit and other events. Speaking at the eCommerce Summit, Patti Freeman Evans, JupiterResearch’s research director, said that product reviews can get you 80% of the benefits of social and user-generated content.

The question among many attendees was: “How do I get product reviews and what do I do once I have them?” Of course, one answer to both those questions is: “email.” And it’s an answer that many of the top online retailers that I track have figured out already. Looking back over the past year, I’ve seen many examples of retailers using their email programs to spur product reviews and using their product reviews to spur email marketing conversions. This 16-page reportlet discusses six strategies for tapping the synergies between product reviews and email marketing and provides 14 examples of creatives.

Visit the eec’s Whitepaper Room to download “6 Tips for Tapping the Synergies between Product Reviews and Email,” which is free or discounted for eec members and available for a nominal charge to non-members. Not a member? Learn more about becoming a member of the Email Experience Council.

Other reportlets available:
The Rise of the Preview Pane Banner
7 Tactics for Driving Traffic to Stores with Email
Sender Line Branding Tactics in Retail Emails
Incentives Aren't Just for Conversions Anymore
When and How to Say You’re Sorry
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