Retail Email of the Week: Nuk Wants Baby Product Reviews

Nuk USA, which develops, manufactures and sells medically-based infant care products, uses email to ask customers for reviews of its products.

Mailer Name: Nuk USA
Date Emailed: April 4, 2017

This multinational company designs and manufactures products to enhance child development from birth to toddler. In addition to its website, Nuk's pacifiers, bottles, tableware and other items are sold by many major retailers, including Target, Wal-Mart, CVS, Kroger, HEB, Babies"R"Us, and Amazon.com.

The subject line seems quite clear: “You Could Win $25 for Your Review.” However, the pre-header text leaves no ambiguity: “Share your opinion and you could win. Give us a shout out today.”

The image below the first call to action shows a smartphone with a review on it. The background of the image includes several baby products.

A paragraph follows a headline that again asks for a review. “[M]oms trust the experience of other moms,” the copy claims.

In a retail environment of near-limitless choices, brands can differentiate themselves by leveraging user-generated content like product and service ratings. The customer feels good for helping out “fellow moms” and they get a chance to win $25 for simply talking about their Nuk or Gerber purchase.

Nuk gets two things from this interaction. First, it gets reviews that provide social proof that can enhance the shopping experience for information-craving moms, and it gets a valuable SEO boost to its organic search rankings. Second, Nuk gets actionable merchandising intelligence that can be useful to both product development and marketing teams.

Two big call-to-action buttons appear at bottom of the email. The first clicks through to Nuk’s website. The shopper can choose from a lengthy list of 387 Gerber and Nuk products to offer their opinion on. The other button lets the customer begin shopping, and get free shipping on any purchase.

The Takeaway
You know that your customers and prospects increasingly use the web to research their purchases. Therefore, make sure product reviews are part of that shopping experience.