SMS templates are a unique way to request online reviews.
As you scale your business, it's not always easy for you to reach out one to one via text. You want customers to talk to you.
But still, you want to try to use modern forms of communication allowing your customers to share their feedback, write a positive review and promote your business. If you're smart you want customers to share their anger, frustration and criticism with you as well.
How do you get them to do it?
With SMS messages. These messages are ubiquitous.
Want responsive customers? Send a text
According to the Pew Research Center, 95 percent of Americans own a cellphone; 77 percent own a smartphone. Most of us carry our smartphones with us wherever we go.
We eat and sleep with our phones. We use them on the toilet. In the shower. If you're looking to increase customer response rates to your review requests this is important.
Why?
Research shows text messaging is the most used/popular smartphone feature.
Research from MobileSquared shows 90 percent of all text messages are read within 3 minutes. Think about that for a second.
3 minutes!
A simple text message gives you everything you need to start a conversation with your customers.
We've got to play it cool.
We can't freak out and we definitely can't start spamming customers with our marketing messages. That would be bad, right?
Right.
So what can we use sms messages for? A recent report outlined the reasons behind consumers opting in to SMS messages:
1. Coupons and deals
2. Personal alerts (e.g. low balance, account updates, notifications, etc.)
3. Being in the loop
4. More meaningful content
5. Don't want to visit brand website/app for information
6. Quick access to information.
See that?
These messages have a very specific purpose.
What's ours?
Today, I'm going to share some sms review request templates you can use with your clients and customers (see no. 2,3, and 4). We're aiming for a sweet spot. Not so generic that it's a turn off. Not so specific that it's unusable.
One other thing.
These messages have one specific job to do. It's not to get the review. It's to get the click. We want customers to give us a micro yes and move to the next step to be converted. It’s also important to remember that you should be directed customers to a specific review site. Here’s our helpful Google Review Link Generator tool you can use to do that.
Focus on making this as easy as possible for reviewers. Work to recover unhappy customer reviews internally. Share positive reviews externally.
Okay then.
First, let's break things down by industry. We're going to look at four different industries. You can apply these across a variety of other industries not covered here.
Industry No. 1: Agencies
Agencies are service businesses. These could be advertising or PR agencies, insurance or underwriting. How do you phrase your review request? If you’re a business with a low volume of clients, personalization is key here. You can move towards a more general template once you’re dealing with a large volume of clients.
1. Introduction:
2. Review via Feedback:
Hey [customer name]. [your name] here. What's the best/worst thing about working with us? [Review Funnel Link]
3. Salvation request:
4. Concern request:
5. Make it right request:
We've really messed up.[customer name], I'm so sorry. What can we do to make this right? [Review Funnel Link]
6. Complimentary request:
You're amazing [customer name]. Just wanted to let you know we've enjoyed working with you. Would you be willing to share your thoughts (good and bad) w/ others? [Review Funnel Link]
7. Celebratory request:
High fives all around! We did it together[customer name]. We nailed it. I'm so happy you guys are happy. What can we do to make this even better? [Review Funnel Link]
8. Prestige request:
Hey [customer name], [your name] here. Reaching out to the top 3% of our clients (that's you :). Would you be willing to answer a few questions? Takes only 4 min. [Review Funnel Link]
9. Earnings request:
Hey [customer name], [your name] here. What can we do to earn an amazing review from you? [Review Funnel Link]
10. Direct approach:
Hey [customer name], can I ask for a tiny favor? Would you be willing to write a review for us? [Review Funnel Link]
These review requests are perfect for agencies because they provide clients with the clear details they need to respond to your review requests.
When appropriate, add personalization beyond just their name (e.g. account details, birthday, specific requests, etc.)
Industry No. 2: Professionals
Professionals include lawyers, accountants, architects, doctors, etc. These are highly educated professionals who spend a significant amount of time studying their craft. Be sure to use the correct vernacular (e.g. lawyers: how likely are you to recommend our firm? doctors: how likely are you to recommend our practice).
1. Recommendation request:
2. Rate us request:
3. Check in request:
4. Direct approach:
Hi [customer name]. I have a tiny favor to ask. Would you be willing to write a review about [company]? A few questions, takes 2 min. [Review Funnel Link]
5. Earnings request:
Hey [customer name], [your name] here. What can we do to earn an amazing review from you?[Review Funnel Link]
6. Prestige request:
Hey [customer name], [your name] here. Reaching out to the top 3% of our clients (that's you :). Would you be willing to answer a few questions? Takes only 4 min. [Review Funnel Link]
7. Special interest request:
Hi [customer name], [your name] here. Quick question for you. Were you nervous about anything before you hired us? Would love to hear your thoughts. [Review Funnel Link]
8. Faults request:
9. Results request:
10. Reconnect request:
Hey [customer name], it's [your name] from [business]. Good to reconnect w/ you. Wanted to ask you a few questions. Takes 2 min. Available? [Review Funnel Link]
See the difference here?
As a professional, you'll want to remind clients of the good you've done with them. A review request goes down easier when your request comes right after a win. Another important detail is determining who is sending these messages. Do individuals in your firm send their own messages? Is it the owner sending out messages on behalf of the entire firm? This should dictate the when, where and how of your approach.
Industry No. 3: Food service + hospitality
Customers in the food service and hospitality industries are fickle. A small mistake is enough to set customers off. Customers have high expectations.
Here’s the thing about food service and hospitality. It’s much harder to get customers to share their email or phone number. You’re going to need a compelling or irresistible offer if you want them to share. A simpler option is a review funnel setup via tools like Grade.us.
Most expect their next visit to be better than their last one.
1. Recommendation request:
2. Gratitude request:
3. Contrast request:
Hey [customer name]. [your name] here. What's the best/worst thing about eating at [restaurant]? [Review Funnel Link]
4. Follow up request:
Hi [customer name], this is [your name]. I'm the GM at [business]. How do you feel we handled [customer issue]? Would you be willing to share a review about your stay? [Review Funnel Link]
5. Loyalty request:
Hi [customer name]! I'm the GM at [business]. You're one of our best customers (top 3%). Would you be willing to share your feedback on our performance today? Takes 2 min.[Review Funnel Link]
6. Social proof request:
We were voted "Best [your award]" by [Award Organization]. That's nice and all, but we're more interested in what you think. Willing to share? [Review Funnel Link]
7. Improvement request:
Hi [customer name], I'm [your name], GM at [restaurant]. I wanted to reach out and see how [name of your waiter or waitress], (your waitress) did tonight. [Review Funnel Link]
8. Follow up II request:
Hi [customer name], [your name] GM at [business] here. You stopped by for [breakfast/lunch/dinner] today. I wanted to make sure you had a good time with us today. Anything we can improve? [Review Funnel Link]
9. Altruistic request:
(1/2) Hi [customer name], This is [your name], GM at [business]. "What's it like there?" That's the question I hear most often.
(2/2) You're one of our regulars, a favorite. Would you be willing to share your experience? [Review Funnel Link]
10. Salvation request:
(1/2) Hi [customer name], this is [your name]. I'm the GM at [business]. An angry customer is spreading lies about us online.
(2/2) We could use your help. Would you share your honest experience w/ us? [Review Funnel Link]
Did you catch that?
Triggering events are a fantastic way to earn amazing reviews from customers. Do something nice for your customers, share good news, reference an angry customer - it's all gold.
Use these events to rally customers behind you.
Industry No. 4: Products (apps, ecommerce, retail, etc.)
Customers are quick to review specific products and services. They're also more willing to review product businesses themselves. Here are some templates you can use to reach out to customers.
A key point to keep in mind: These templates are more about the business than they are a particular product. For example, a SaaS product like Grade.us is a service, not a product.
1. Recommendation request:
2. Recommendation II request:
3. Free trial request:
You're A+ [customer name]! I appreciate you giving our [product] a try. I'm [your name] from [company name]. Just reach out if you run into any trouble! [Review Funnel Link]
4. Free trial II request:
5. Loyalty request:
(1/2) Hey [customer name], [your name] from [business name] here. Reaching out to the top 3% of our customers (that's you 🙂 re: [product].
(2/2) Would you be willing to answer a few questions? Only takes 2 min. [Review Funnel Link]
6. Social proof request:
Hi [customer name], [your name] here. [business] was just voted #1 in [company award]. That's nice and all, but I'm more interested in what you think about us. Willing to share? [Review Funnel Link]
7. Social proof II request:
(1/2) Hi [customer name], [your name] at [business]. [another customer's name], one of our customers, used [product] to [pain point for product]. I noticed you purchased [product].
(2/2) How did things turn out for you? Can I help w/ anything? [Review Funnel Link]
8. Confirmation request:
(1/2) Hi [customer name]! [your name] from [business] here. Thanks for your recent order. Your items are on their way! Can I ask a tiny favor?
(2/2) How did we do? We want to know if we exceeded or missed your expectations. Let me know? [Review Funnel Link]
9. Confirmation II request:
Thanks for your trust. Your order is on its way! Quick question for you: What's the 1 thing we can do to make things better for you? Let us know? [Review Funnel Link]
10. Salvation request:
(1/2) Hi [customer name], this is [your name]. I'm the co-founder at [business]. An angry customer says [product] is "the worst thing ever made."
(2/2) We could use your help. Would you share your honest experience w/ us? [Review Funnel Link]
See what I did there?
Each of these requests are focused on one specific goal. Getting the click. Here's the fantastic part about these sms messages. You're able to mix and match the various elements included in each template.
That's right.
You can combine salvation + confirmation requests to create a message that's compelling. Link free trial requests with prestige. It works well if your messages have the right ingredient.
Fascination.
Your customers want to be educated and entertained. They want to solve their problems, to be delighted.
It's a huge opportunity.
Note:
Grade.us enables you to send out both SMS and MMS campaigns. You’ll want to be careful with SMS, regardless of the provider you choose. One or two messages (via a drip campaign) are fine. Just be sure to include an opt out option for customers who aren’t interested.An SMS review request won't work without respecting your customers
Some naysayers feel sms messages are an invasion of privacy. And you know what? They're absolutely right. Here's why their criticism is on point.
Bad manners.
It's that simple. There's an etiquette to communicating with people. Your customers have rules. They expect marketers who communicate with them to follow these rules.
Most marketers don't.
They simply can't be bothered to learn the proper etiquette. This makes their messages invasive and rude. A turnoff to customers who may otherwise be interested in their products and services.
Don't be like them.
Listen to and respect your audience. Do your very best to adhere to the etiquette, tone, phrasing and cultural requirements your audience have. When you get it wrong, apologize. Show customers you care enough about them to get these details right.
Respect their boundaries.
Give customers what they need and you'll find they're responsive to your requests.
Your customers are hyper responsive...
You want your customers to talk to you. To share their feedback, write positive reviews about your business. Smart businesses want customers to share their anger, frustration and criticism as well.
Guess what?
Your customers want your attention too!
Your customers read 90 percent of text messages within 3 minutes! With SMS messages, you'll able to attract the kind of attention you want from your customers. But more importantly, you'll be able to get them to respond.
Your sms messages have one goal. Get the click.
With a little bit of fascination, timing and creativity, you'll have your customer's ears whenever you need them.
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