Optimize Your Amazon Feedback Request Emails, Part One

  • 4th April, 2016

Asking for seller feedback from your Amazon customers is something that can have excellent – or disastrous – effect on your seller profile. If you are able to get a great average seller rating, you can turn your business into a major success. But it only takes one or two bad feedback evaluations to drag your rating average down. Consider that:

  • Savvy shoppers who do check other marketplace offerings to get the best deals do notice seller feedback ratings.
  • A good feedback rating is vital to keeping your Amazon seller account open and unrestricted.

You can see that feedback is something that no Amazon seller can afford to ignore. That is why we exist here at FeedbackEmails: we offer you a way to automate your feedback requests, so that it becomes far easier to offer great customer service, and to nudge your buyers towards leaving you a good rating.

But before you can get those 4- and 5-star ratings, you must first go through the process of asking for feedback, and that is a topic that could span an entire book. Instead, we’ve broken down helpful tips and information about sending the right kinds of emails, optimized to lead to great feedback, into two blog posts. In this one, we’ll discuss the guidelines for sending a great email, and talk about how our template tool can be used to optimize your feedback request.

By the end of Part One, you should have a great idea of how you’re going to tackle feedback requests from your very next sale!

Amazon’s Feedback Rules

Before you begin creating the best feedback request email, it’s important to know that Amazon has certain rules that you must abide by for contacting customers. These types of activities are not allowed at all:

  • Bribing customers to leave good feedback, with free products or other incentives.
  • Providing or asking for direct email addresses. Amazon requires that all contact take place through the Buyer-Seller system.

Otherwise, Amazon expects that sellers limit their contact with buyers to discussions of the specific purchase, and review or feedback related to that purchase.

Make It Easy

With Amazon’s regulations out of the way, let’s move on to the first thing you need to keep in mind when creating a feedback request email: Make it easy.

Leaving feedback is something that most customers will not do. In fact, only 4% of dissatisfied customers ever take the time to contact customer service or leave a review at all, and the White House Office of Consumer Affairs notes that for every one of this tiny margin of customers who do leave a bad review, there are 26 customers who had a good experience who did not leave a review.

This is largely because customers don’t get anything out of leaving feedback and reviews. You can’t legally offer them incentives due to Amazon’s policies, and even if you did, it would be hard to trust that you were receiving genuine feedback. After the product has arrived and the transaction is complete, how can you convince customers to take time out of their day to leave feedback?

The first step is to make it as easy as possible. Give the buyer specific information about their purchase so they know precisely what you are contacting them about. Be sure that all of your interactions with your buyers include links to the exact page necessary to leave feedback. It’s also a good idea to provide the URL to the page, in case the link doesn’t work with their browser.

In our default email template for FeedbackEmailsa users, you’ll see that we include both a place to put your link, as well as a prompt to leave the URL, for this very reason.

Focus on Them

The fact is that you are asking your customers to do you a favor, so it’s tempting to write an email that lays out the value of their feedback to you. In some cases, this almost sounds like a smart way to paint yourself as a transparent and honest business.

But, as shown by a study performed at Harvard in 2012, our brains love to talk about ourselves. Thinking or talking about ourselves leads to a chemical release that makes us feel good. In fact, studies suggest that up to 40% of a person’s conversations are about themselves, specifically due to this brain chemistry.

Instead of discussing how feedback can help your business, turn the email into yet another way to offer great customer service. In our default email template, you’ll see a line that asks if the seller can provide any more assistance to the buyer before they leave feedback – and be sure to note that you want to do whatever it takes to earn their 5 stars.

Nail the Timing

The final aspect of sending great feedback email requests is to get the timing right at every step of the way. Have you ever received a feedback request for an item that hadn’t even arrived yet? That makes a business look as though they care more about customer ratings than they do about customer satisfaction.

Most experts suggest sending a feedback request email within seven days after the transaction is complete and the item has been received. If you sell a product that is tricky to use, or often leads to questions, you may want to consider sending a follow-up email sooner, offering your help if they have any issues.

Any time a customer replies back to your emails, be sure that you respond promptly. By getting in touch right away, you present yourself as a business that truly wants to help. This intent makes customers far more likely to rate you higher, simply because they felt like you cared.

Finally, be sure that you have a process in place for feedback request emails. We all have busy lives, and sometimes things can fall through the cracks if you are dealing with an issue for another customer. By using a service like FeedbackEmails, you can make the process much smoother. No buyer will ever get forgotten, and you will experience much less stress as you manage the customer service side of your business.

Join us for Part Two of this blog series, where we’ll discuss the specific types of emails you should – and shouldn’t! – send with every interaction.