In your Lipscore account: Menu > Settings > Invitation setup > Email settings

The goal of customizing the texts in your invitations is to make them match your brand’s Tone of Voice, and sound encouraging so that your customer is willing to take the desired action. Although the goal of all invitations is the same – getting customer feedback – the CTA (call to action) may vary from invitation to invitation. Make sure to phrase your invitations in a way that they are consistent with the goal that you are trying to achieve.

Goals to bear in mind when customizing invitations texts

1^st Product review invitation: Confirm delivery

The goal is that the customer confirms that they received their products. Once they do, they will be asked to share their product feedback on the landing page.

Optionally, if asking for the confirmation of delivery does not make sense in your communication flow with customers or you are going to send the Kickstart campaign first, all texts can be changed to ask for feedback already in invitation 1. Follow this article for inspirations and instructions on Rephrasing the 1st invitation to ask about feedback.

2^nd Product review invitation: Share product feedback

The goal is that the customer clicks on the number of stars the product deserves and shares their product feedback on the landing page.

Service review invitation: Share shopping experience

The goal is that the customer clicks on the number of stars their shopping experience deserves.

Best practices for customizing invitations texts

• Make sure the invitation text reflects your brand’s Tone of Voice.
• Make the invitations sound friendly and encouraging: You can start with “Hi”, come up with short and catchy copy, add greetings at the end of the message. If it matches with your brand’s communication, you can use an emoji.
• Keep the text short and to the point – all the elements of the text should point at the CTA (call to action) – starting from subject line, through the heading and body text, ending on the button text.
• If you are only using product invitation 1, we still recommend keeping the texts in product invitation 2 up to date as this invitation will always be used if a manual resend on the invitation is necessary. Invitation 2 is consistently used for resending invitations because, in most cases, requesting delivery confirmation during a manual resend is unnecessary. To learn more about manually resending invitations and when it might be needed, please read this article about Feedback update.

How to change the texts in the invitations

To change the texts:

1. Choose the language template(s) you want to work on. If you have various language versions on your website or if the data you are sending to Lipscore contain various language marking (en, no, se, de, and others), remember to customize all the relevant language templates.

2. Click the Edit button to customize the texts. You can edit or remove all the texts that appear as underlined, both in the invitation and on the landing page. Click on the text you want to edit, change it and save. Please remember to Exit edit mode after you finish customizing the texts to save all changes.

3. Make sure to set up the fixed reviews landing page (eg. your homepage) so that the feedback request popup always opens on a permanent URL. Note: The Initializer Script must be implemented on your intended fixed reviews landing page. Otherwise, the popup will not open.

What NOT to write in your invitations

1. “Write a review to get a 5% discount…”

Incentifying your shoppers to write reviews in return for any kind of compensation is forbidden by Google when it comes to Store/Service reviews. Here is what Google has to say about it:

2. “Do you want to give us a 5 star review?”

What you should always be aiming for are honest reviews, regardless of their positive or negative character. Suggesting what rating the shopper should give you in the invitation is not only unethical but can actually result in more negative reviews criticising the approach. Do not fear negative reviews. Positive reviews let you know you are doing something well, negative ones let you learn and grow, and following up on an unhappy customer can make them your loyal brand ambassador.

3. Distractors like “Join our newsletter” or “Download our app”

The goal of the invitation is to get a rating and review. All elements of the invitation text should be aligned, focused on one specific goal and point to one desired action – sharing feedback. If distractors are added, the focus is lost and the customer may end up going to their app store or searching for the newsletter signup form instead of sharing their feedback with you.

4. Careful with emojis

It can be tempting to add emojis in the email subject line. In fact, it is recommended by email marketers to do so, since emojis are eye-catching, increase open rates and evoke good feelings, but only if used wisely. When adding emojis to your subject line make sure that:

1. you do not overuse them. Too many emojis in the subject line can trigger anti-spam filters and as a result your invitation will end up in Spam folder, never seen by your user. In our context, it feels natural to use five yellow stars in the subject line to immediately make it clear what the email refers to. However, resist the temptation and to stay on the safe side, use one emoji per one subject line – one star is not our recommendation though…
2. they simply make sense and  fit the context – if you are selling bikes and cycling equipment, it makes perfect sense to have a cyclist emoji in the subject line. It does not make that much sense to have a tree or flower icon there, even though you may be passing by a forest while cycling.
3. they go in line with your tone of voice and brand. Emojis, friendly as they are, make a message look less professional and quite informal. Know your audience and make sure they are the ones that will be attracted and cheered up, not repelled and annoyed by an emoji.

5. Careful with CAPS in the email subject line

If you write the whole subject line in CAPS, more likely than not will spam filters be triggered. Start the subject line with a capital letter but do not overdo it by using CAPS in each word or even worse, on the whole sentence. HOW DID YOU LIKE YOUR PRODUCTS? seems like shouting and this is probably not what you want in your friendly and encouraging review request email.

If your invitations branding and texts are ready for sending, proceed to completing the last steps of the basic invitations setup: decide when and which invitations should be sent to your customers.

Basic invitations setup