Effective Customer Communication via Amazon Seller Emails
While traditional, email marketing is still one of the most effective tools you can use as an Amazon seller: as recent as 2016, email had a median ROI of 122%. That’s more than four times higher than social media, direct mail, and paid search.
So, it’s no question that email marketing can be a vital component of your seller strategy if you play your cards right. Doing so requires compliance of Amazon seller rules and requirements while still taking intentional steps to maximize effectiveness. Essentially, you should avoid breaking rules while still leveraging your email list for maximum business value.
This can be tricky, so we’ve compiled a brief how-to guide on benefits, collection methods, and implementation of email marketing via Amazon seller emails. Let’s get started!
How to avoid breaking Amazon Terms of Service:
Email lists can help sellers build better businesses through various benefitsd which we’ll get to down below. But to keep things simple, we’ll start off by describing what not to do when it comes to your email marketing strategy.
Amazon conveniently provides specifically prohibited actions which state the following:
- Attempts to divert transactions or buyers:
- Any attempt to circumvent the established Amazon sales process or to divert Amazon users to another website or sales process is prohibited. Specifically, any advertisements, marketing messages (special offers) or "calls to action" that lead, prompt, or encourage Amazon users to leave the Amazon website are prohibited. This might include the use of emails, hyperlinks, URLs, or web addresses within any seller generated confirmation email messages or any product/listing description fields.
- Direct email addresses:
- Buyers and sellers might communicate with one another via the Buyer-Seller Messaging Service
- Inappropriate email communications: (When is Email Inappropriate?)
- Unsolicited emails to Amazon customers (other than as necessary for order fulfillment and related customer service) and emails related to marketing communications of any kind are prohibited.
- Don’t attempt to redirect transactions or buyers away from the Amazon website.
- If emailing an existing Amazon customer, keep the content focused on order fulfillment and related customer service while refraining from any marketing communications.
- To build email lists for marketing use you must: (1) ensure you collect the email off of Amazon and (2) collect the email before a sale is made.
Benefits of Email Marketing (Benefits of Email Marketing in 2019)
Strong Customer Relationships
The foundation of strong relationships, whether online or in-person, is consistent and meaningful interactions. If done correctly, emails allow you to interact with your customers in a standout way, fostering long-term relationships that are valuable to both the customer and your business.
Using interactive emails with touches of personalization and dynamic content can differentiate your brand from the competition and position your business well for future product releases and updates: 57% of marketers say personalization is the most effective email marketing tactic around.
Email is also highly effective in finding customers you’re just beginning to build a relationship with: it remains nearly 40 times more effective in customer acquisition than that of Facebook and Twitter combined. Building an email list remains one of the lowest cost and most effective ways to acquire and grow strong customer relationships in 2019.
How You Can Increase Your Customer Retention
You’ve heard the figure before, and for good reason: it can often cost five times more to attract a new customer than it does to retain an existing one. Email marketing tools have been shown to increase customer retention and therefore profitability, so it’s no question whether sellers should seek repeat customers: the answer is yes.
Maintaining an updated email list can keep you in steady communication with customers and be a great resource to encourage repeat purchases, also accompanied by greater ROI. Acquiring loyal customers who will come back for more is a key to building a sustainable business, and seller emails collected off of Amazon can be a great way to generate conversions on Amazon or your own website.
How to Grow Your Email List
Use Pop-Up Forms
Including automated email opt-in forms on your website is one of the simplest, lowest cost, and most effective ways for sellers to build their email list. In one case, pop-ups were found to convert 1375% better than traditional website forms. They’re a “must” in your email marketing toolbox, and we’ve included a few best practices below:
- Use good design and copy practices, and consider outsourcing some of the content creation. You’ll want the pop-up to be visually pleasing or you risk customer abandonment before they’ve even seen the website itself.
- Include a discount or promotion, because who doesn’t love a good freebie? Offer something valuable like 20% off their first order in return for an email and you’ll be building your list in no time.
- Ensure your pop-ups are optimized for mobile; Google penalizes websites for “obtrusive interstitials” (pop-ups) that disrupt the user experience.
Another way to build your email list is by distributing valuable content for free; e-books, PDF guides, and mini-courses would all fall into this category. Ensure you’re providing real value to the customer to avoid unmet expectations and complaints.
As a seller, the ultimate goal is to eventually convert the user into a paying customer:
- Give away valuable and free content in exchange for an email.
- The customer has a positive experience and finds great value in your free content.
- The customer eventually becomes a paying customer and a strong relationship is build via email marketing
How to Use Your Email List
Initial Welcome Email (Onboarding Welcome Email)
Your first email is probably the most important one you will send to any single customer and should be sent immediately after someone subscribes to your list. This welcome email should set your brand’s tone and inform each subscriber of what an incredible deal they’ve gotten themselves into; include your brand story, your unique value proposition, and what’s to come later on.
In addition, note that 320% more revenue per email is generated from welcome emails than other promotional emails. In other words, your first email should be actionable:
- Include a strong call-to-action that catches the buyer’s attention and persuades them to ‘shop now’
- Prioritize and highlight the customer’s experience and journey to make an automated welcome email as personalized as possible (this is difficult to do, but worth it.)
- Capitalize on the customer’s eyes! This could be the most undivided attention you receive during the customer lifecycle, so utilize it wisely.
Business Referral Email
Existing customers will send you more (and sometimes more valuable) customers if you ask them and do so correctly. In fact, customer lifetime value (LTV) of new referrals is 16% higher compared to non-referrals.
Valuable social reputations are what’s at stake during a referral so ensure you follow these practices to get results while maintaining trusted customer relationships:
- Focus on crafting emails that engage and excite people while they’re likely to be excited already, like after a purchase; 83% of customers say they would refer a friend after a positive experience with a brand.
- Include a valuable offering as a reward for their referral; discounts, promotions, and other incentives can motivate existing customers to take action.
Promotional or Discount Email
This is every customer’s favorite and can even be used directly through Amazon via single-use Amazon promos. Ranging from “limited time offer”, “free delivery”, to the classic “Labor Day Sale” (i.e. seasonal sale), promotional and discount email campaigns will always have their place while leveraging Amazon seller emails and e-commerce marketing in general.
Here are a few best practices we recommend:
- Target Customer Personas: Develop different offerings based on personal, behavioral, purchase and preference data. To some extent, each customer is different and segmentation will help you cater to various types. Essentially, give different offers to different customers.
- Consider Product Releases: New offerings can help excite your customers and drive immediate interest, especially if they’re notified via email. Timing your promotional emails around new product releases can help build traction and drive conversions.
- Seasonal Sales: Leverage top-notch graphic arts, creative copy and let the season work for you. Giving promotional or discount campaigns a seasonal theme can generate newfound brand interest and allow you to capitalize on existing seasonal spending trends.
Engaging your customers post-purchase is a key facet that sellers must consider to grow their business. Amazon Seller Emails are an effective way of doing so. Keep your customers interested post-purchase and turn them into repeat customers.