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BizReport : Email Marketing : July 01, 2010

Viewpoints launches post-purchase email options

Not all reviews are alike, even if the general formatting is the same. Some carry more weight. Which reviews actually push future purchases?

by Kristina Knight

viewpoints.bmpReviews made by actual purchasers soon after a purchase or branded experience. Hopefully these reviews are shared by the reviewer to friends and family, but in addition brands need to harness this information for product pages and content. A new email tool from Viewpoints may help marketers better connect through reviews by soliciting a review after a recent purchase.

Called Post-Purchase Email Service, the tool is exactly what it says it is: a way for brands to connect with a consumer who completes a purchase in order to receive a review of the product. These types of reviews are very important for brands because consumers want to hear from other consumers how a product works. It also helps that the reviews are solicited soon after a purchase so the experience is still fresh in the purchaser's mind.

"User reviews should be an integral part of any e-commerce site, but the key to a successful reviews strategy is making it easy for consumers to contribute," said Matt Moog, Viewpoints Network President and CEO. "[Post-Purchase Email] helps to increase engagement and traffic by driving valuable search-friendly reviews. . .from verified buyers who have just experienced the product."

The platform sends up to three messages to purchasing consumers to ask for a product review; brands determine when and how many emails will be sent to the consumer. The platform includes product images and product links so the consumer only needs to fill in the information about the purchase and the product, these links and images should also help with search engine optimization efforts.

Tags: email marketing, product recommendations, product reviews, Viewpoints

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