How to Use Customer Testimonials and Social Proofs in Email

How to Use Customer Testimonials and Social Proofs in Email

We received an interesting email the other day from Z Gallerie, a home décor and furniture retailer. It caught our eye because of the inclusion of several variations on the “customer testimonial” tactic. Though it does contain straight quotes, they appear to be pulled from Twitter and what looks like product reviews (either on Z Gallerie’s website or some other online forum. It’s not exactly clear, but some sources appear as screen-names). Some quotes are aspirational (“I wish my house would look like a @ZGallerie ad,” someone tweeted), but others are clearly from people who have bought and are enjoying their purchase from Z Gallerie. But the really innovative move here is the use of customer-posted images of Z Gallerie products harvested from Instagram as social proof (ostensibly images of the product as it’s being used in the buyer’s home). There is probably no measure of customer satisfaction greater than the customer telling all of his/her friends about it—especially when such proselytizing occurs...
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