This post is brought to you by Sendoso Sr. Manager, Customer Advocacy Leslie Barrett.
Customer reviews have transformed the purchasing process over the last decade.
Today, customer reviews allow companies to hear firsthand from other professionals in similar companies or industries just how a particular software worked (or didn’t work) for them. As customer marketers and advocacy managers, we’re tasked with shedding light on the best parts of our platform.
For customers to write reviews, we have to understand why any customer would take time out of their own day to provide their real thoughts on the experience they had with a platform or service.
For Sendoso customers, there are three reasons:
- Sharing their success
- Helping peers make the right decision for their business
In Q2 of 2020, we launched our Net Promoter Score program. We received a ton of positive customer feedback, so I wanted to keep the happy train rolling by asking our customers to write a G2 review if they gave us a score of 8,9, or 10.
Keep in mind my audience and potentially yours have been hit with the same request for G2 reviews from other platforms they use as well. So how would my ask stand out, and what would motivate them to complete a Sendoso review that day?
How We Influenced $450K in Closed Won Revenue and Drove 90 New G2 Reviews
Let’s start with the subject line:
Sendoso needs your expertise! $30 eGift Inside
Knowing what I know about my customer base, I knew this would move the needle. Our SuperSenders are a community of marketers who all want to help each other out when they love a platform and are eager to shout it from the rooftops.
But they are also swamped. So what is the motivation? Most people are used to seeing a $25 Amazon eGift card to complete the review. Which is great, but everyone gets that email. You’ll also notice I increased the incentive by just $5, which was different enough to get their interest.
Inside my email, I offered them four different $30 eGift card options through Sendoso Choice.
Here was my email below:
Seeing four different eGift options made them act fast, as though I would run out of the one they wanted!
Ok, let’s get into the results:
- 90 net new G2 reviews
- 17% of the Quarterly ARR cited reviews as a key deciding factor
- $450k influenced from review campaign stemmed from NPS
So how did I find out those fantastic numbers? Our team created a survey that triggers an email once a contract is signed.
In it, we specifically ask, “Which of the following did you rely on to make your decision?” One of the options is “G2 Reviews.” With SurveyMonkey, you can see the percentage of respondents for each option.
Overall, I spent $2,700 on the eGift cards to drive more customer reviews that eventually influenced $450k in closed-won business.