Turn Customer Words Into Conversions: The Review Strategy You’re Not Using

Hey it’s Max from The Inbox Newsletter.

Most ecom brands know they should show reviews… but here’s the problem:

They just slap a random 5-star review in a footer and call it a day…

That’s not how you optimize for conversions.

Key Takeaways:

• 93% of customers say online reviews impact their purchase decisions, yet most brands barely use them.

• The right review tackles a pain point or tells a story.

• Use AI tools to mine your reviews for emotional, problem-solving gold.

• Incorporating targeted testimonials into your campaigns can lift conversions by 20%+.

Why Reviews Are Your Secret Weapon

In a world where customers have been burned by shady online sellers, trust is everything.

• 93% of shoppers say reviews influence what they buy.

• 79% trust online reviews as much as personal recommendations.

• Displaying reviews can increase conversion rates by up to 270%.

We all know this already. Like duh, reviews will help conversiond.

But not all reviews are created equal…

A generic “Love this product!” might make your mom smile, but it won’t close the sale.

The reviews that move the needle are:

• Pain point focused: Address the specific hesitation your prospect has (“I thought switching from my nightly wine would be hard… until I tried this.”)

• Story-based: Humans are wired to connect through narrative, a customer sharing their journey from frustration to delight makes your product the hero.

• Specific: Numbers, details, and before/after outcomes make a review credible.

The "Pain Point Match" Method

1. List your top 3 customer objections (price, switching habits, skepticism about results).

2. Search your reviews for stories that specifically overcome each objection.

3. Place those reviews directly in the emails, product pages, or ads targeting that concern.

Example: If you’re selling a caffeine alternative, don’t just use “Tastes great!” — find the one that says: “I used to drink 3 coffees a day and crash by 2 PM. Now, I’m steady all day — and sleeping better at night.”

How to Find Winning Reviews (Without Losing Hours)

No longer do you have to scroll through all the reviews on your website to find the right ones…

You can actually have ChatGPT scan your website’s reviews and pull out testimonials that match specific pain points.

Simple prompt example: “Find reviews from my site that mention giving up coffee, feeling more energy, or better sleep.”

This takes a mountain of review data and turns it into plug-and-play sales copy.

Themed Testimonial Emails (Brez Style)

The DrinkBrez “Replace Your Nightly Wine” email is a perfect example.

It takes one specific use case, swapping wine for their thc drink, and then builds the whole email around that scenario.

The copy isn’t just “Our customers love us.”

It’s:

• Here’s why someone switched

• Here’s how it solved their problem

• Here’s what other people just like you said about it

This is the difference between a testimonial and a themed testimonial.

One is broad and forgettable.

The other feels like it was written for the reader’s exact situation.

If you sell skincare, it could be “What customers say about fixing breakouts before weddings.”

If you sell supplements, it could be “How customers say they stopped their afternoon crash.”

Pick the theme → find 2-3 reviews that live in that world → build the entire email around it.

Email Inspiration Of The Day

Brand:
Jameson

Email Design:
https://drive.google.com/file/d/11zHNQcVWBXsCmGtEywvAlv_JSzFxOert/view?usp=sharing

Notes:
Great idea here! Trivia on the brand is a fun game to do with the list to engage them. I don’t think I’ve seen an email like this which is rare. I will def be stealing it!

Template of The Day

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Helpful Links Of The Day

• New wave of marketing in 2025

• How to upload emails into Klaviyo for maximum sales

• Tips to prep for Black Friday

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here »

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