5 Strategies to Distribute Reviews in Omnichannel Marketing

Published: | By Ajitha Victor

One of the most significant impacts on the success of your business is customer reviews. They influence how people feel about your brand and can easily sway potential customers from purchasing from you to a competitor. 

The best way to ensure that you're maximizing review benefits is by distributing them across your marketing channels. 

Integrate them into emails and website content.  Use them in advertisements. Encourage customers to leave positive feedback on their social channels. 

However, some challenges involve doing so: it takes time and effort (and sometimes money) to make all these changes happen. So how can you get started?

5 Favorite Ways to Distribute Reviews Across Marketing Channels


1. Have a clear call-to-action

Touching a point


When considering how to get the most reviews, you should consider the result. Your goal is to have your customers leave reviews.

So make sure your call-to-action is crystal clear. You want them to know what they need to do for their review to post on Google and other sites where it will matter most (such as Yelp).

To answer any query, the cloud-based contact center must be deployed to handle all types of inbound and outbound customer calls and communications, including voice, email, SMS, social media, and the web.

For example, if your business has a brick-and-mortar location or an online store, consider asking them to leave a review on each platform separately. This way, you can maximize exposure from both reviews within each channel.

2. Offer incentives for leaving reviews

Woman holding a coupon


You can offer incentives for leaving reviews. Offer rewards such as:

  • Discount codes or free products
  • A coupon code for leaving a great review about a specific product or service
  • A discount code for leaving a positive review about your business

You should also consider offering incentives for leaving negative reviews, too! For example, suppose one of your customers has complained about one of your products or services. 

In that case, they might be more likely to leave an honest review if they know that their complaint will affect other consumers’ decisions about whether or not to use your company in the future (or recommend it).

3. Integrate reviews into emails and website content

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Use your reviews to promote products and services.

You can use reviews to promote individual products, groups of products, and even entire categories. If you have a specific product that’s doing well on Amazon or another online retailer, tell customers about it! 

If you sell multiple products that might appeal to the same customer, create an email campaign with links to all those items so potential customers can learn about them.

Review information makes for great content when added to emails or landing pages. Reviews also work well as part of general marketing copy on websites or emails. 

For example: “We have a 4-star average rating from over 100 verified purchasers for our product! Click here to read recent buyer comments!

Use a reliable email marketing tool to get high email deliverability; Klaviyo is a popular email marketing tool. If their prices don’t suit your small business, you can always go for affordable and effective Klaviyo alternatives available in the market!

4. Respond to all reviews, positive and negative

happy and sad cardboard faces


Respond to positive reviews to easily thank customers, build loyalty and boost your online reputation. If you do not respond, you leave the impression that you are uninterested in their feedback and that they are unnecessary. 

Suppose a customer gave negative feedback and received excellent customer service from someone else at your company. In that case, responding only if something specific about the situation needs articulating may be best. 

Responding also builds goodwill with other shoppers who might see your responses on social media or Yelp.

Respond when necessary but don’t get defensive or argue with them; instead, focus on solving their issue so they can leave a review reflecting their complete experience with your company (this could include giving discounts on the following orders, etc.).

Some companies may think this approach makes them look weak by admitting fault. It isn’t necessarily true since responding shows customers that the business cares about its reputation & brand value.

5. Add QR codes to print flyers, product packaging, and ads

Man scanning QR code


When you’re distributing reviews, you must ensure that your customers know how to leave a review. You can do this by including a QR code on print flyers and product packaging and in advertisements.

The QR code should direct them to the review section as the one did in your email marketing messages so that visitors don’t have to search for it.

Make sure that the QR code is easy for customers to find. If multiple texts exist in an ad campaign or flyer, consider using free flyer templates to easily make your QR code to stand out.

Use These Review Strategies in Your Omnichannel Marketing


Review illustration


We suggest these strategies for including reviews in your omnichannel marketing efforts.

  • Make sure your website and emails are optimized for mobile. You can do this by making sure that the font size is large enough to read on a small screen, using CTAs that are easy to tap, and designing content in a way that doesn’t require scrolling or zooming in/out unnecessarily. Don't forget about aspects of your site like navigation menus, which you could hide behind a click-through button if it’s not optimized for mobile!
  • Include a CTA in your email campaigns and web content (e.g., “Tell us what you think!”) and on product pages where users can leave reviews directly from their device's browser window (e.g., “Reviews: Write a Review"). It’ll allow consumers to share their opinions while already engaged with you online. They'll appreciate you asking for their opinion.
  • Offer incentives such as discounts when someone leaves a review. It will encourage more people to take action by giving feedback publicly through social media sites like Twitter or Facebook rather than privately through emailing questions back and forth between customer service departments at companies like yours.
  • Use solid and reliable review collection software like Yotpo or any other Yotpo alternatives for easy collection and distribution of customer reviews. These tools are not only affordable, but they automate all the processes for you!


The rise of omnichannel marketing is not a new trend—it’s been happening for the past few years. 

However, with more consumers using technology to interact with businesses, marketers must develop new strategies to engage customers and keep them coming back. 

One way to do this is by distributing reviews across channels by leveraging user-friendly APIs and software platforms that simplify integrating third-party tools into your website or mobile app.

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