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亚马逊邮件索要好评技巧知多少?

时常听到卖家因为手动寄送太多索评电邮给客人造成反效果,导致帐号出现差评。因为这样收到差评确实恼人,其实这问题很容易避免的。

请记住一个重点!寄给顾客超过3封以上要求反馈与评论绝对弊大于利。作为卖家应该具备怎样索要好评的思维方式呢?

步骤一:发邮件的目标
 
在开始写信之前,卖家必须先确立目标,目的是:
1.取得商品评论(Review);
2.取得卖家反馈(Feedback);
3.建立顾客服务的沟通管道;
4.通知顾客商品已出货、在运送途中、或已经到货,或单纯向顾客致谢。
 
一旦建立了发送电邮的目标,即可确定发送的频率。
 
步骤二:信息发送的频率(出货后几日?发送电邮)
 
首先举个寄送电邮的例子。买家买了某样商品,卖家用以下的顺序,连续发送4至5封的信息给这买家:
 
信息一:您购买的商品已经出货
信息二:您订购的商品快到货了
信息三:您订购的商品已到货,请提供反馈与商品评论
信息四:您已经收到购买商品几天了,请提供反馈与商品评论
 
除了卖家自己寄送外,买家可能也会额外收到来自亚马逊自动发送的二至三封电邮。分别为:订单确认、出货确认、到货后 10 至 15 天可能发出要求反馈和评论的电邮。买家可能会在很短的时间内,因同一个订购单收到七至八封电邮。以顾客的观点,可能会把这些邮件视为垃圾邮件。

步骤三:信息内容
 
确认寄送电邮目标与发送频率之后,就要开始撰写电邮内容,尽量使用浅显易懂的文字,明确地传达你希望顾客给评论,简短易读的文句可让索评电邮发挥最大的效应。电邮内容语气轻松不拘谨会比起平淡、呆板的制式化电邮内容更能让顾客愿意给卖家们评论。请谨记电邮要在有限的时间内获得顾客的注意!

大多数的人用2秒钟瞄一下邮件,如果要浏览完,最多只用8秒钟。因此链接要明确!目的要清楚,太多链接卖家不知道点哪个,就会失去留评的机会!

每封寄送出去的电邮都有不同的用意,卖家应该要配合电邮的内容增加 call to action 的链接(简称CTA)。请见以下范例:
 
「您订购的商品已在运送途中」,CTA:在电邮中加入包裹追踪编号。
「您订购的商品已到货」,CTA:在电邮中加入您的客服支援邮箱网址。
「您已收到订购商品几天了」,CTA:加入亚马逊商品评论的网址。

步骤四:参考模板

模板 1 

Dear(Buyer's full name),

Thank you for purchasing your

Product name 1
Product name 2
Product name 3
 
through Amazon, Order: 000-0000000-0000000

I hope you are pleased with your purchase, but if you have had any problems with your order then I am really sorry, and I want to hear about it, so please use the link below and I will do my best to rectify it for you.

Contact Seller

{I have always believed that businesses (even small one's like mine) have the power to change lives.  I have decided to make a small donation, for each order I receive, to the "Kiss It Better" campaign at Great Ormond Street Hospital. Kiss it Better is an initiative to raise money for research into the causes and treatment of childhood cancer – the biggest disease affecting children today.

Product Reviews really help and I am keen to build reviews for the product you purchased, so if you are happy to help contribute a review I would really appreciate it!}

It is very quick and easy to leave a product review, just use the link below.

Leave Product Review: Product name 1
Leave Product Review: Product name 2
Leave Product Review: Product name 3

If you have any problems with your product, before leaving a negative review please give me a chance to resolve the situation. I really do care and remember I offer a full 12-month no quibble return or refund warranty.  Simply use this link Contact Seller and I will arrange for the replacement or refund.

I hope you enjoy your purchase.

Sincerely,
(卖家名字)

备注:模板一内有{}的段落是向顾客提倡自己店铺有做公益的方式,来增加买家给评论的机率。虽然目的还是提升评论,但是也是一个小技巧!

模板 2

Hello,

Thanks for purchasing our

Product name 1
Product name 2
Product name 3


Your opinion matters and other shoppers would love to hear what you have to say. If you haven't already then we would really appreciate you leaving a review for this product. Here's the link to leave a review....
 
Leave Product Review: Product name 1
Leave Product Review: Product name 2
Leave Product Review: Product name 3
 
Our customer support doesn't end with your purchase. If there are any issues with your order, please contact us by responding to this email so we can address your concerns.
 
Thanks again
(你的名字)
(店铺名)

索取反馈跟评论是一条漫长的路!只要记住重点,电邮保持言简意赅,撰写有意义的信息给顾客,让顾客对你的店铺有信心,回购率也才会更高。当然!避免发送超过3封以上的电邮给同个客人,因为发出3封以上的电邮要求反馈或评论可能造成顾客反感!(整理转自BQool)

2 个评论

感谢分享
真棒!感谢分享!

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