We’ve recently carried a blog on fake reviews, https://wizemail.co.uk/how-to-use-fake-reviews-to-your-benefit, with advice on how to use them to your benefit. That was then. ‘Things’ have, it seems, escalated and perhaps a more aggressive approach is required.
A recent Which? report entitled, Undercover with the review fakers, with the subheading of Hannah Walsh finds out how businesses are manipulating Facebook, Google and Trustpilot to dupe customers is unlikely to reassure your customers. Nor is its conclusion. Simply put, it is ‘it’s not easy to spot a fake reviewer’.
The report went on to say, ‘It shouldn’t be up to consumers to wade through a sea of misinformation online to make an informed choice’. In other words, don’t pass the buck; the mantra of email 
marketing. It suggested there are highly trained teams creating Google reviews. What can we do against the professionals?
Not to include reviews is not an option in the eyes of most commentators. Despite the open secret of them being open to fraud, customers still rely on them when deciding whether or not to buy a specific item. How can you show that your reviews are genuine?
Research has shown that critical reviews are trusted by customers. On the one hand, glowing reviews are ignored and, on the other, those nasty customers who vent their anger are believed. The irony! Stats show the overwhelming majority, well over 90%, of customers, read online reviews, yet over 70% regard critical reviews as being helpful with regards to the quality of the object. It’s an opportunity.
If you have a negative review of a product you’re pushing in your next email marketing campaign, exploit it. Reply to the sender. Reach out to them and respond to their criticisms. Offer to repair, replace or return of the funds. In short, resolve the issue.
Your subscriber will know that your reviews are genuine and that you respond to poor reviews. You are reassuring them, showing that you treat customer care seriously.
There’s not much hilarity in email marketing, but for a trip to the wild side, read the reviews of the ICO. https://uk.trustpilot.com/review/ico.org.uk They need to follow this advice.
