Originally published on October 4, 2017, updated May 19, 2023
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Email timing can make a huge difference to your open rates and conversion metrics. As a seller on the Amazon marketplace, you might be wondering when to ask buyers what they thought of your product or service. When is the best time to send review request emails? Should you ask for feedback the day the buyer receives the package? Does it help to follow up a few days later, or will this annoy your customers?
Email timing isn't an exact science, and every audience is different. However, this article will help you make an informed decision about when to send email requests to buyers, thereby maximizing your open rates and boosting your store's reputation.
Optimal timing for seller feedback requests may depend on whether you use the Fulfillment by Amazon (FBA) platform or the Merchant Fulfilled Network (MFN) channel. After all, you don't want to send a cheerful email asking about the timeliness of the delivery when the customer hasn't received the package yet. Buyers might take the email to mean that they should have already received their item and leave unwarranted negative feedback if they haven't.
The FBA channel tends to be fairly accurate with its delivery dates. This means that FBA orders can safely be sent feedback requests within a day or two of delivery. If you send your request on the day of delivery, you should send the message in the evening in case the delivery truck comes late in the day. Sending one day later is even better since it gives you an extra cushion just in case the delivery is delayed.
For MFN orders, you will need to make a judgment call about how accurate your estimated delivery dates usually are, but 2-3 days after the estimated date is generally a safe bet.
Learn More: How to Improve Email Open Rates
The best time to send review request emails depends on what the product is and how long it typically takes people to form an opinion of it. Keep in mind that you'll need to send your request within 30 days of order completion. While seller feedback should be solicited while the ordering experience is fresh in the buyer's mind, product review requests should come when a buyer has had a chance to try the product. Here are a few ballpark time frames for different item categories:
These strategies are easy enough if you only sell one category of product. If you sell several, you'll need to segment your buyers and send different product review campaigns at different intervals after delivery, based on the SKUs or ASINs the buyers ordered.
If all this talk of segmenting and targeting campaigns to specific buyers is daunting, don't worry! FeedbackFive can help you divide your customers into categories and make sure they each get the right email at the right time.
With just a few clicks, you can tailor your messages to your target audience, including repeat buyers. You can also add a list of SKUs or ASINs to each campaign so that the right buyers get requests at the right time. If you want to know the best time to send review request emails, FeedbackFive will help you figure it out. It may take a little trial and error, but once you find the perfect timing rules for your products, you can expect a nice uptick in the number of reviews received.
Plus, FeedbackFive helps you manage your seller reputation by excluding orders that didn't go as planned from your email solicitation. You can easily exclude all orders that ship late or are sent out of the country by using the auto-exclusions tab.
If you sell on both FBA and MFN channels, you can even send different campaigns for each fulfillment channel to make sure your timing is impeccable for both. This all adds up to a customized email experience for the buyer with minimal effort for you, allowing you to spend your valuable time building up your business.
Interesting in learning more? Click on the button below to see more features and pricing!
Originally published on October 4, 2017, updated May 19, 2023
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.
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