CheetahMail, an Experian-owned e-mail and Web analytics firm, partnered with word-of-mouth specialist Bazaarvoice to introduce CheetahMail’s Customer Ratings & Reviews E-Mail Marketing Program.
The program lets marketers improve the relevancy and credibility of their programs by including customer opinions and product reviews into their e-mail programs, CheetahMail said. This can potentially lead to better conversion and order rates.
CheetahMail cited research from Shop.org’s State of Retailing Online study conducted by Forrester Research that claimed only 26 percent of the top 137 retailers surveyed offered customer ratings and reviews. But 96 percent of them ranked customer ratings and reviews as an effective or very effective tactic to drive conversion.
The CheetahMail program includes six elements: the review referral e-mail campaign, first-time review e-mail campaign, review customer service e-mail campaign, review alerting e-mail campaign, post-purchase review e-mail campaign and review upsell and cross-sell e-mail campaign.