7 Feedback Genius Tips to Help You Optimize Your Buyer-Seller Messaging

Get More Amazon Product Reviews and Seller Feedback with These 7 Feedback Genius Tips

The Seller Labs Pro Communication Center Powered by Feedback Genius is a powerful tool for getting crucial Amazon product reviews and seller feedback to grow your online business. Getting set up with the software is quick and easy, but you need to take the time to fully understand its capabilities. To help you get the most from your Buyer-Seller Messaging, we’ve compiled a list of seven key Feedback Genius tips.

Be aware that not every feature listed is available across all levels of Seller Labs Pro subscriptions.

1. Use product-specific emails and Amazon-compliant attachments to engage with your customers.

Filters are blank when you create a new message, meaning the message will get sent out to all orders. This is fine if you sell thousands of different products and can’t create a custom message for each one. Ideally, however, you should create a message for each product (or group of products) that you sell. Consider making your own template to enhance the customer’s experience. Add Amazon-compliant attachments (currently limited to product instructions, warranty information, and invoices) that will go out for a specific ASIN or SKU: your customers will appreciate getting product instructions and warranty information accompanying an order.

Pointer: When targeting emails to a product, use either the SKU or ASIN (but not both).

2. Add personality to your email subject lines (our favorite Feedback Genius tip).

Try an unexpected email subject line and go beyond the regular canned approach. The subject line is the first thing people will see of your email. People receive lots of emails so give your email a fighting chance with a creative (but appropriate) subject line (sorry, no emojis anymore). Your subject line should be a reflection of your brand. Feedback Genius has generic templates that are designed to be a guide and not necessarily the be-all, end-all to email subject lines. Oh, and FWIW, this is our favorite Feedback Genius tip because it’s so easy, so fun, and so effective. Read more at 3 Tips for Stronger Email Subject Lines.

Bonus Resource: See Asian Efficiency’s post on writing more productive subject lines.

3. Send a single review request email for each order. That’s right, one.

This isn’t a Feedback Genius tip exactly but more of a “You really, really need to do this.” Send 1 review request email per order. How many emails would you be okay with as a consumer? We’ve all subscribed to an email list eager to know more but only to become jaded by an endless blitz of messages. Most people don’t have the time to read all of the emails sent to them so it’s important to be thoughtful of their time. We’ll talk more on email length shortly. The last thing you want to do is annoy a customer.

So how many review request emails should you send per order? One and done. Try 4-7 days after the product’s delivery to solicit feedback. Give the buyer a chance to experience the product. Don’t send shipment notifications because Amazon already takes care of that.

4. Keep emails short with a clear call to action and a specific goal.

Brevity is the name of the game here. Get in, get out, and get the seller feedback or product review you came for. Have clear goals when approaching a send. Remember, people get a lot of emails, so don’t overload them with multiple calls to action. Just like the number of emails you send, the number of calls to action should be limited to one.

Here’s an example of what we think is an effective call to action: “It’s been 7 days since you received (name of product) and we want to know how you like it. Quality feedback ensures other customers, like yourself, get the absolute best products and service possible. Please take a minute to tell others about your experience with it.”

Amazon will usually send a request for feedback 10-15 days after a product has been delivered. These emails are basic and lack personality. So do yourself a favor as a merchant, and make your call to action email personable and with a clear intent.

5. Use variables to make emails personal and easy to navigate.

Variables are tools you can incorporate into your emails to make them more navigable, user-friendly, and aesthetically pleasing. Variables are categorized between Order Information and Link Variables. Hot tip: Feedback Genius has 30+ variables to help you achieve your goals.

What are some useful variables?
The Product Name variable is useful because it will show the name of what the customer purchased. Leverage this and other variables to make emails unique to your brand and to add personality as well as usability.

Pointer: Not every variable is always available; some are only available for FBA orders, or Merchant Fulfilled orders where a tracking number has been uploaded into Feedback Genius.

6. Use the repeat buyer functionality.

If you sell a consumable product or one that buyers frequently purchase more than once, this Feedback Genius tip is for especially for you! Try sending a different message each time the buyer purchases from you. In the filters tab of each template, you can set custom messages for repeat buyers. It’s set to “No” by default but setting it to “Yes” will open a submenu with options to choose from:

  • Buyer’s first purchase
  • Buyer’s second purchase
  • Buyer’s third purchase
  • Buyer’s fourth purchase and subsequent purchases

From here, you can choose the specific purpose of what this email will say depending on if it’s the first, second, third, or fourth (and subsequent) purchase from a customer. These emails are perfect for expressing appreciation and building a trusted relationship with the buyer.

7. Final Feedback Genius Tip: Try different templates and use analytics to see what works best.

The analytics feature allows you to view the open rate, number of people who unsubscribed, and how many times a specific message has been sent. It also allows you to see your data over time and check the success of your emails. We recommend that you test for what works best.

For example, if you’re trying to get higher open rates by optimizing the subject line of an email, then update that email’s subject line only and leave everything else the same. This will create a control and treatment group to compare the results. Then track the number of outgoing emails until you get a large enough sample size to compare your treatment group against the control. By doing this, you will be able to whittle down your email’s copy and create an optimal finished product. Learn more at Amazon Feedback Email: How A/B Testing Can Improve Amazon Reviews.

What to Do with These 7 Feedback Genius Tips

Now that you’re aware of the diverse customization options in the Seller Labs Pro Communication Center Powered by Feedback Genius, it’s up to you use these tips to craft well-written and engaging emails to increase Amazon product reviews and seller feedback! This will take time, patience, and precision, but it can be done and it’s absolutely worth doing. Our advice is that you start with small things that won’t overwhelm you, like an email subject line. Once you start seeing some success there, start digging a little deeper into what you can do. You’ll be amazed how far a little personality will take you, because at the end of the day we’re all human beings, not computers, and it’s nice to know a real person is on the other end.

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