Marketing gets the right message to the right person at the right moment. Email marketing especially ensures you create an impression at the perfect opportunity by setting emails to send at certain milestones, dates, or events.
One important email-worthy event is a sale. After you make a sale, you want to have a short series of emails that thank your customer and request their feedback on the product. This helps improve your customer service, your seller metrics, and boost your reviews and stars.
But how do you use after-sales marketing emails when Amazon doesn’t allow you to send personal or branded marketing? How can you maintain a relationship with your customer through the Amazon platform? How can you ensure you receive reviews and social proof that can propel your business forward?
What are Amazon’s marketing rules?
Amazon wants to maintain control and ownership of their customers. If someone purchases from you on Amazon, he or she is an “Amazon” customer. They are not customers of your individual brand. This lack of client ownership can make customer service and marketing a challenge.
So what can and can’t you do to stay in good standing on Amazon while still marketing to your customers to grow your business?
You can’t include your website, brand email, promotions, or discounts. This is considered a “diversion” of buyers. Anything that draws the customer away from Amazon is prohibited.
However, you can use marketing email messages to focus on customer service and request reviews for your listing. Read on to learn how.
How do you send after-sales marketing emails?
In order to send after-sales marketing emails, you have to communicate through Amazon’s Buyer-Seller Messaging Service. You can’t use direct emailing. This Messaging Service will allow you to send a message to a customer through Amazon’s platform, and Amazon will deliver this message into the customer’s email inbox.
This allows you to have a more personal interaction with your customer by delivering your branded email into their inbox—without breaking Amazon’s rules.
Here are a few notes about how to create strong after-sales marketing emails:
- Don’t send too many emails after a single sale. These should be capped at three emails per order to avoid overwhelming your customer.
- Have a purpose. Don’t send emails for the sake of sending emails. Know the goal you want to achieve with each email for both your customer and the recipient or purchaser.
- Always sign each email with a signature. We recommend signing the email as though it were from a particular person in your business to create a more personalized touch. Don’t forget to include your brand name. (But don’t include your website or social media handles.)
- Write the email in your brand tone. This helps people remember your brand without breaking Amazon’s marketing rules.
Learn more about Amazon prohibited actions here.
We recommend using a third-party software to automate Amazon emails for product review generation.
At Seller’s Choice, we typically use Feedback Genius. This system is integrated into Amazon and has proven results to generate product reviews, increase seller feedback, and stay aligned with flexible delivery filters. Feedback Five is another popular option because they offer a variety of strong customizable features.
If you don’t know how to automate these emails yourself, talk to Seller’s Choice. We can write and set up your email campaign for you, so you can focus on growing your business. Learn more about our email marketing services here.
What after-sales emails should you send?
You’re creating your email campaign for Amazon. How many emails should you send and what should those emails look like? Below we give you the three basic after-sales marketing emails to send to a customer after an immediate sale.
When: right after purchase/order
Amazon sends the confirmation email automatically. If you’re using after-sales marketing emails on your own personal e-commerce website, it’s important that you remember to set up a confirmation email as well.
The confirmation email has five parts:
- Thank the customer for their purchase.
- Confirm that the order has been received.
- Include the product name and order link.
- Provide a tracking number for shipping.
- Offer a method of contact if they need additional support.
If you’re selling on your own e-commerce site, you should include an additional part that reiterates your brand mission. This encourages further loyalty.
These parts work together to provide a strong basis of customer service right off the bat. This shows the customer that you care about them even after they’ve purchased. It also helps the buyer stay updated on the status of their package so they know the approximate time for delivery.
When: approx. two days (after product is delivered)
The follow-up email asks for their feedback and a product review. You want to send this quickly after delivery when they are still excited about the product. A first impression review is generally the most passionate. This email is a great opportunity to request ratings while also showing off your brand tone to your customer.
The email could look similar to this:
Your order has been delivered. We hope you’re happy with your product. If you have any issues, please contact us here.
[Include a picture and link to the product.]
Your feedback is important to us. If you think we’ve done a great job providing a quality product and service, please leave your feedback with the following link. [Insert link to seller feedback.]
If you’re not satisfied, please contact us first so we can work to resolve the situation.
In this email, you may also want to send additional information about the product. For example, you sell phone cases. In the follow-up email, you should include their ordered product’s phone size, model, and number to ensure the right fit. If someone ordered the wrong size phone case, they’ll be able to see here why it isn’t working for them. You may then also want to provide options for returning and details on how to find the correct product.
3. Second follow-up
When: approx. seven days after delivery
You should only send a second follow-up email if the customer didn’t leave a review after the first email. This second follow-up makes sure they are enjoying the product and helps remind them to review the product.
We recommend sending this after a week because they are still emotionally invested in the product, but it’s also far enough from delivery that they’ve had time to use the product.
This email can look similar to this:
Thank you for your order of [Product Name]! I hope you’re enjoying the product and it’s exceeding your expectations.
[Include a picture and link to the product.]
Your feedback is important to us. Your reviews help other buyers better understand the product. As a small business, your rating can help us grow our operations.
If you’re not satisfied, please contact us so we can help address your concerns. We want to make you happy.
Thank you for being a loyal customer.
This email helps gain more feedback and provide an additional layer of service to less engaged customers. The goal here is to turn passive customers into loyal brand fans.
After-sales marketing emails are a great way to provide strong service to your customers while also boosting your reviews and ratings on Amazon. This feedback is useful not only for social proof but also to improve your understanding of your product and brand.
But after-sales emails aren’t the only marketing emails you should send to your customers. Creating a full series of emails prior to purchasing can also help encourage conversion and loyalty.