Not On The High Street

The summary

• Facing declining response rates across the sector, Not On The High Street partnered with Feefo to pioneer a frictionless feedback solution.
• Feefo’s innovative In Mail feature - which allows reviews directly within emails - led to an 88% uplift in response rates, with deeper customer insights and stronger engagement.
• Form completion rate rose to 92%, and with Feefo's new subject line tester, saw a 25% increase in open rates

The Challenge

Not On The High Street, a premier online marketplace specialising in unique gifts, serves the entire UK gifting market through its distinctive partnerships with independent, UK-based businesses. As a long-standing Feefo client of 15 years, the company has a strong history of integrating innovation and new product developments into its review and ratings process. 

Facing a sector-wide trend of declining response rates, Not On The High Street sought an innovative solution to combat email fatigue among its high-volume customers. The goal was to secure robust and insightful product feedback without sacrificing customer engagement.

The key challenges were to:

• Streamline the review process to be as frictionless as possible.
• Stand out in crowded inboxes by making the feedback request simple and effortless.
• Gather comprehensive insights that would be valuable to all of their independent partners and sellers.
• Reverse the industry trend of decreasing response rates and redefine the standard for customer feedback collection.

To tackle these challenges, Not On The High Street approached Feefo, who were in the early stages of developing a new product: In Mail. Through Feefo's new "Partner & Pilot" scheme, Not On The High Street collaborated closely on the product development and discovery cycle, helping to shape an innovative, email-based feedback collection method.

The Solution

Feefo developed In Mail, a groundbreaking new feedback request method that allows customers to leave a review and rating directly within the email. By eliminating the need to click away to an external webpage, the process becomes quick, efficient, and convenient for even the busiest customers.

As a pilot partner, Not On The High Street was an ideal candidate for testing In Mail due to its clear goal of boosting response rates. The company saw In Mail as a perfect way to increase feedback volume without sacrificing the key insights it shares with its partners.

The three-week trial saw all feedback requests delivered via In Mail, featuring a custom graphic from Not On The High Street's design team. This new level of customisation enabled the brand to create a cohesive and on-brand experience.

Almost immediately, the pilot saw a significant boost in response rates. The streamlined, short-and-sharp form, which included both product and service questions, kept customer engagement high and proved that the ability to provide feedback without redirection had a major impact.

“We were so excited to hear about and try In Mail to remove the friction of leaving a review with Not On The High Street and it did not disappoint!  The trial results were brilliant and we are looking forward to rolling this out permanently as our primary method of collecting reviews.”

Lorin Minxhozi

NOTHS | Lead Product Manager

The Results

The integration of In Mail into Not On The High Street's review and ratings strategy continues to deliver outstanding results. Since launching with In Mail, they have seen:

• Soaring Response Rates: Response rates grew by an impressive +88%.
• Deeper Insights: The form completion rate rose to an exceptional 92%, a clear indicator that a concise, frictionless form encourages more thorough feedback.
• Higher Email Open Rates: Not On The High Street also tested a new, shorter subject line, which contributed to a +25% increase in email open rates.

Not On The High Street's collaboration with Feefo serves as a powerful example of how the right review platform can foster innovation, elevate customer engagement, and drive meaningful, measurable results.

This successful partnership proves that staying ahead of customer trends is the key to unlocking new levels of growth and loyalty.