How We Got 80+ New G2 Reviews in 10 Days with an Incentivized Email Campaign

Hi everyone! Thanks for bearing with me. Between the huge launch we have next week and all the snow that hit us over the weekend, I've been buried. ⭐ This is exactly how I got 80+ new G2 reviews in the last 10 days. Background: At Forma, we have customers, who are the admins and champions within the HR and benefits teams we work with directly. And we have members, who are the employees at our customer organizations and the people who are accessing their benefits through our platform. For context, we have 300+ customer accounts but almost 1 million members globally. Step 1: Collab with Customer Support I connected with our head of Support and asked if her team could pull a list of members from the last 3-4 months who had a positive interaction with CS. She was totally on board and pretty soon after I received a sheet titled "Good Satisfaction" with 700+ member contacts we could reach out to who gave our Support team a high rating. Step 2: Add Funds to Incentivized Campaign We knew we wanted to incentivize reviews to maximize our results, but we didn't want to overspend. We landed on $20 as a good incentive. We had the landing page already set up so I just added extra funds to that campaign in G2. Step 3: Prepare the G2 Review Request Email Our G2 rep recommended that we send our own email vs. use G2's email campaign; she said clients tend to get better results doing it themselves. I drafted a simple email to send out on a Friday. (ChatGPT and Claude both said a Friday or a Monday would be ideal for sending an email like this to members.) This was my exact email copy:

Subject line: 2 minutes of feedback, $20 for you Hi {First Name}, Quick favor before you head into the weekend: We're asking real people who use Forma (like you!) to leave a review on G2 about your experience with our flexible benefits platform. Spend just 2 minutes answering a few questions, and as soon as your review is published, we'll email you a $20 gift card. [[Review Forma on G2]] Why does this matter? Your honest feedback about Forma will help employers to make informed decisions that bring exceptional benefits to more employees around the world. Thanks for being part of the Forma community! The Forma Team

Step 4: Activate! The email was scheduled in our member comms tool for 1/16 at 12pm EST. We got 47 new reviews that same day!!! And the rest have rolled in over the following days. I did have to add more funds to my campaign last week because I underestimated the response we'd get. But other than that, it has been a great success. We are sitting at 777 reviews and a 4.8/5 star average rating. Now we're going to run this same play every other month to keep new reviews coming in from members who have had good interactions with our support team. Let me know if you have any questions or if this sounds crazy or anything in between!