"Looking for a way to punch up your email campaigns and get subscribers more engaged with your site?" Julie Waite asks in a recent post at the Bronto blog. "Product reviews may be the answer," she says.

"Implementing product review functionality on your site can help seal the deal and convince [customers] to click the 'Add to Cart' button," she reports.

Waite then presents "some creative ways you can tie this tactic into your email marketing campaigns." Among the strategies she suggests:

• Creating email campaigns that invite subscribers to share their thoughts on your product or service. When you're getting started, these may be sent to recent customers; thereafter, they may be triggered once a new purchase is delivered. "Be sure to sell them on the idea," she notes, "and provide clear instructions on how to leave a review." Encourage feedback with incentives like free shipping on their next order or the chance to win a gift card.
• Highlighting positive feedback in your regular campaigns with five-star customer ratings or pull-quotes from rave reviews. "They're not only handy for online shoppers," she reports, "but they can increase your click-through and conversion rates when they are used in your email content."

According to Waite, there's no need to worry about disappointed customers who leave negative comments; the presence of naysayers will actually generate a sense of trust for most visitors. "If your reviews were 100% positive," she explains, "that could [create] doubt in the mind of the consumer."

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