Step-by-step to a successful reviews campaign

Use these strategies and measures to collect reviews effectively

In this article, we will show you step by step how to plan and implement successful review campaigns.

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In this article you will find the following steps 👇

1.  Define responsibilities and tasks

2. Define and segment your target group

3. Set incentives

4. Plan your contact strategy

5. Carry out campaigns

6. Measure success and identify optimization potential

Step 1: Define responsibilities and tasks

Teamwork makes the dream work - even when collecting reviews!
The better you work together as a team, the more successful your review campaigns will be.

Therefore, plan a short kick-off meeting to inform your team about your presence on OMR Reviews, clarify responsibilities, set common goals and discuss the next steps for collecting reviews.

Step 2: Define and segment your target group

The success of your review campaign depends crucially on asking the right target group for a review at the right time. But who are the “right” customers and when is the ideal time?

To maximize the success of your review campaign, it is advisable to use existing internal data to segment your target group. Here are some helpful pointers for your selection:

1. Customer lifecycle

Analyze the lifecycle of your customers to understand which phase they are in. This enables you to develop targeted approach strategies. Address customers who are in different phases of the customer journey - from longstanding to new users. New users who have just completed onboarding can provide fresh and up-to-date impressions of your tool, while long-standing users can often share detailed experiences. This gives you a broad spectrum of perspectives and experiences

2. Product usage 

Identify customers according to their product usage to determine power or heavy users. These users use your product regularly and intensively, often providing particularly detailed and meaningful reviews. They can go into detail about specific functions and describe real use cases, which makes their reviews particularly valuable. Consider the following aspects:

• Frequency of use: How often is the product used?
• Engagement: To what extent do users interact with the various functions of your product?

3. Customer health

Use metrics and indicators that provide information about customer health. Your company may already have the following data:

• Customer Health Score (CHS): An important indicator of the overall health of your customer relationships.
• Customer Satisfaction Score (CSAT): Measures customer satisfaction after specific interactions with your product or service.
• Net Promoter Score (NPS): Evaluates the likelihood that customers will recommend your product to others and provides information about their loyalty.

Identify customers who have demonstrably benefited from your product and have already been won over as testimonials or success stories. Whether through increased efficiency, increased sales or solved problems - product-related success stories convince potential buyers and strengthen your credibility. At the same time, it also makes sense to ask customers with more critical feedback - e.g. a lower NPS - for a review. They provide valuable information for the further development of the product and strengthen the trustworthiness of your presence through authentic feedback.

Step 3: Set incentives

With an incentive, you can offer reviewers an incentive as a small thank you for their feedback. These incentives are not intended to influence reviews, but increase participation in review surveys and reward reviewers for their time.

Via the incentivized invitation links provided by OMR Reviews, reviewers will receive an Amazon voucher or voucher of their choice after publishing their review.

As a rule, voucher amounts of €20 to €30 are preferred, as they represent an accepted threshold value that is not perceived as influential.

💡 Good to know:

A study by Dr. Kaitlin Woolley and Dr. Marissa A. Sharif's from 2021 examined how incentives influence written reviews and found that:

The higher the incentive, the ...

• ... longer the written review.
• ... more analytical the language of the review.
• ... more positive the evaluation.
• ... more likely to write a meaningful review.

Also consider that some customers do not need any incentive to leave a review. These users are often particularly engaged and appreciate the opportunity to share their experiences and opinions. They feel connected to your product and brand and want to help other potential customers make informed decisions.

Step 4: Plan your contact strategy

A well thought-out contact strategy is crucial for the success of your review campaign. The right time and the right approach can make all the difference.

Identify existing and potential contact points in the customer journey that are well suited for feedback and reviews. The better and more consistently you spread your contact strategy across different channels, the more effectively you can reach potential reviewers.

Start right away with our simple strategies to collect your first reviews:

Email campaign

An email campaign to your existing customers is probably one of the quickest solutions to implement. With minimal effort, you can get started right away and collect valuable reviews. Use our text templates and banner templates to help you send your campaign in less than 10 minutes.

👇 Example of an email campaign:

Email no. 1: Invitation to the review campaign

↓ A few days later, if no review has been submitted yet

Email no. 2: First reminder to submit a review

↓ a few days later, if no review has been submitted

Email no. 3: Second reminder to submit a review

👉 Click here for the header template
👉 Click here for the signature template

 

👉 Click here for the text templates

 

 

 

Social media posts

Use platforms such as Instagram, LinkedIn and TikTok to engage directly with your community. Actively ask them for their opinion, share your non-incentivized review link and encourage them to share their user experience with others. By interacting with your followers, you collect valuable feedback and strengthen trust in your brand at the same time.

Incentivization yes or no?

We advise against using incentivized review links for organic social media posts and paid ads.

By integrating an incentivized link, you reach a broader, less segmented audience. This increases the risk that people who do not actively use your product will also leave reviews. This reduces the quality of the reviews.

In addition, incentivized campaigns via paid ads can quickly give the impression that reviews are influenced or even “bought”. This can tempt customers to give embellished feedback - simply to maintain the incentive. Such reviews do not reflect the real user experience and undermine trust in your brand in the long term.

👉 Click here for the Linkedin post template

👉 Click here for the Instagram post template

👉 Click here for the Story & Reel Template

Step 5: Run your campaign

It's time to launch your campaign and actively collect reviews! The review link you have integrated into your campaign will take your customers directly to your OMR Reviews review landing page where they can take part in the survey.

Every review submitted is personally checked and validated by our operations team within 72 hours on average - to ensure that it is authentic and comes from real users. You can read about the guidelines we follow here.

Step 6: Measure success and identify optimization potential

Once your review campaign is complete, it's time to analyze its success and identify potential for optimization.

Take a look at how well the timing of the campaign and individual initiatives worked, how many reviews were published and which users posted them - this will help you to increase the participation rate in a more targeted manner in the future.

Also get internal feedback and conduct a short retrospective with the stakeholders involved - for example with the Customer Success Team. Discuss your evaluation strategy, challenges, successes and the customer feedback received together. This will allow you to derive valuable learnings and further develop your evaluation campaigns in the long term.

Consolidate the customer feedback received from the reviews and pass it on to the respective teams, such as the product and service team, in order to actively use your customers' input to optimize products and services and strengthen customer loyalty.

Enable the teams to work on the points raised or to get in touch with customers personally to address the feedback.

From the Advanced package onwards, you can also respond to published reviews directly via the OMR Manager. Your response is published directly under the relevant review on your profile so that potential and existing customers can see that you are responding to customer feedback in an appreciative and informative manner. This helps to improve your brand perception.

And now? Time to celebrate your successful review campaign together as a team! 🎉