• by Ray Schultz , February 22, 2019

Vegan hair care brand Shedavi has improved its email performance with a Yotpo integration being deployed via Mailchimp.

Thanks to the integration, Mailchimp auto-publishes emails containing the most relevant reviews of the product, the company says.

Shedavi sends two emails a week, linking subscribers to blog posts on hair topics. It selects topics and product that align with the customer’s chosen theme.

"Yotpo's integration for Mailchimp helped us increase our email click-throughs by over 17%,” states Elizabeth Davis, founder & CEO of Shedavi.

She adds: “We love being able to automatically showcase our best reviews in emails.”

Yotpo, a provider of services for direct-to-consumer brands, announced the rollout this week. The integration allows marketers to utilize user-generated content, review and loyalty program data.

The objective is to create custom experiences based on “trust-generating reviews and personalization for loyalty program members," states Yotpo CEO and co-founder Tomer Tagrin.

The integration relies on artificial intelligence to populate emails with testimonials and star ratings from positive reviews, the firm says.

It also utilizes 15 attributes, including points earned, referral URL number of referrals and VIP tier redemption options.

Brands can use the service to thank reviewers for a five-star rating, to offer an apology for a bad review or to identify new customer segments based on ratings and sentiment scores.

In addition, users can leverage data collected on custom review forms, including age, service satisfaction and such attributes as skin type and body shape, the firm says.

Yotpo cites research showing that 62% of American shoppers say that positive reviews are the most effective way to get them to consider a discretionary purchase. And in general, email was outranked only behind reviews and word of mouth in generating purchase consideration.