Send targeted campaigns
Once you start collecting reviews, you’ll have a wealth of new customer data to use in your other communications. Use this data to personalize messages and send targeted messages to specific segments of shoppers. The more relevant your marketing campaigns are, the more likely they are to drive revenue.
Let’s take a look at 4 examples that you can use as inspiration. These are built based on review data collected through Klaviyo Reviews.
Build reviews segments for targeting
Customer review data can provide valuable information on the reviewers' overall sentiment and what they are likely to buy in the future. Use the data collected from reviews, like their review rating or shopping interest, to hone in on specific shopper segments.
Segment based on review rating
Create a segment based on who submitted a review in the past. You may seek more information about their experience or send exclusive promotions. You can also showcase related products they have not purchased yet.
Segment definition:
- What someone has done > Submitted review > at least once > where review_rating equals 5.0
Alternatively, you could target lower rating reviews, like a 3-star shopper who said that your product wasn’t the best fit for a specific reason. If you have alternative products that may better suit their needs, send them information and a discount to make up for their initial experience. For example, many BeanTown customers tried the new Extra Dark Blend and reported through reviews that it was way too bitter. BeanTown can segment these customers and send a targeted campaign suggesting that they try the best-selling Medium Blend, with a 10% discount.
Segment based on properties about a reviewer
You can create key segments using the information gained from a review collection form. Any data collected through a "profile question" in your form will be saved as a profile property in Klaviyo. For instance, a review may show you that someone shops from your women’s collection, prefers a size XS, considers their style as “cozy,” and that they’d recommend your brand to a friend.
Say you have excess inventory of XS shirts and are running a 50% off sale to make room for your next collection. Target the following segment of size-XS shoppers with a sale email or SMS campaign:
Segment definition:
- Properties about someone > Property (e.g., Size) equals Value (e.g., XS)
Collection-specific reviewers
Create segments of customers who have left positive reviews about your products and who recently placed an order from a specific collection. Then, you can cross-sell products from the same collection or a related collection.
This can help you promote a particular collection or gain a sense of whether a customer loving one product is indicative of whether they love related products.
For example, let's say you want to promote a line of face cream for dry skin. You can create the following segment of customers who rated your products highly and recently bought dry skin products:
Segment definition:
- What someone has done > Submitted review > at least once > over all time > where review_rating equals 4.0
- OR What someone has done > Submitted review > at least once > over all time > where review_rating equals 5.0
- AND What someone has done > Ordered Product > at least once > over all time > where Collections contains Dry skin
Send a cross-sell campaign to this segment promoting the new dry skin face cream.
Review ratings
Have an upcoming product launch or exclusive sale to promote? Target 5-star reviewers with an exclusive early access offer. Surprising and delighting your biggest brand advocates is a great way to foster brand loyalty. You could also target this segment with an email or SMS campaign that invites them to join your loyalty or VIP program if they aren't already a member.
Review quote block
Feature dynamic reviews in event-triggered flows to make your marketing emails more engaging. Highlighting real and relevant feedback showcases your products' key benefits and builds trust with potential buyers. Sharing authentic experiences creates social proof that reassures new customers and boosts their confidence in making a purchase. This strategy forges a stronger connection with your audience and demonstrates that others have had positive, satisfying experiences.
When a product has no reviews, you can customize the review quote block to show alternative content. For example, you can adjust it to show general store reviews or a hand-picked product review, ensuring customers always see trust-building content.
Shopping interests
Send along content specific to the data customers shared in their review, including size, style, collection, etc. For instance, if someone gave a positive review on a sweater that was part of your new winter collection, follow up with a cross-sell campaign that contains other items from that same collection.
Product suggestions
Target those who have not yet purchased a specific product or collection from your brand, but who have left a positive review in the past. For instance, feature a 5-star rating in a cross-sell campaign that prompts past shoppers to buy this next.