Trust in email marketing: Dotdigital shares how personalization helps drive loyalty and engagement

Frank Brooks, Dotdigital's Head of EMEA Marketing, joined us to talk about email marketing and how reviews can help you personalize your emails for better customer loyalty and engagement.

Transcript:

(Trustpilot): How can customer reviews be used to boost personalized marketing, improve customer loyalty, and maximize engagement?

(Dotdigital): I mean, building trust is crucial for brands and reviews play a significant role in fostering that trust through that third party verification.

In many ways, I think it's like reviews are the word-of-mouth of the digital age, allowing customers to really share honest experiences our collaboration, you know, Dotdigital and Trustpilot has made that really so much easier for customers, to really make the most of reviews and foster that loyalty and get that brand sort of, that verification and we can send fully personalized review invites via Dotdigital, so you're able to create a personalized experience that's always sort of asking for relevant review.

You can sync some reviews to contact records and that comes as insight data for Dotdigital customers as insight data, and that allows us to do better personalization in the future, so you can start to work out who's reviewing what and build together those nonlinear customer journeys. You can sort of enroll people into, programs once they leave a review, to foster more loyalty and get them to potentially, you know, do do a repeat purchase in the future.

And ultimately the best part is is showcasing those five star reviews, in the likes of your emails and landing pages, and I think the most exciting thing, which is, relatively, recent, but we can now do all of this stuff via SMS. So, being able to trigger those, personalized invites via SMS for trust product reviews and for both products and services.

And we're the only partner doing that at the moment, so that's a really great opportunity to use the power of SMS and the power of reviews together to help really build, loyalty, trust, and customer engagement.