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So you acquired a new customer via your stellar advertising efforts, now what? Our partners at FeedbackWhiz put together a short article detailing how you can leverage email to not only nurture relationships with your customers, but also gather more reviews to help improve that all-important conversion rate and ability to win more customers in the Amazon jungle. If you’d like to learn more about how reviews affect your advertising performance, check out our article on FeedbackWhiz’s blog here.
Communicating with your customers by email is an important part of your seller toolkit, but doing it right can require a little delicacy. There are strict Amazon guidelines around how you should communicate with your customers and what you should and shouldn’t say.
When crafting an effective Amazon product review email, the tone is certainly important, but so is the layout of the email. How and when you deliver your email content will have an important impact on the way your customer responds.
Creating email templates can save you time and money, enabling you to send effective Amazon product review emails with little more than a click of a button.
Here’s everything you need to know about crafting and sending the most effective emails possible.
When to Send Your Emails
First, let’s think about the scheduling of each email. When it comes to email campaigns, less can often mean more. Customers may respond to emails initially, but things often trail off quite quickly. If you send too many emails or schedule them at the wrong time, it can reduce their impact and could even cause irritation.
In general, you should send a maximum of three emails and each of them must have a purpose. The receiver needs a good reason to open the email – otherwise, it’s heading for the trash folder.
Always think about your end goal. What outcome do you hope will be produced by the email? Do you want the receiver to click through to leave a product or are you hoping to build your relationship with them in the hopes of creating a repeat buyer?
It is important to never send an email to an Amazon user who has opted out of receiving emails. Amazon allows buyers to opt-out of receiving emails that do not contain or relate to crucial information related to a purchase.
Crafting Effective Subject Lines
When it comes to emails, the first thing someone sees is the subject line. If you’re sending lots of emails and nobody is opening them, it could be because you are not writing compelling subject lines. In other words, you are not giving the customer a clear reason to click to open.
It is important to note that your open rates can vary depending on the type of product you are selling. If it’s an expensive item, people are much more likely to open emails about it than they are to open an email about a less expensive, smaller item.
However, in general, you should hope to see an open rate in the area of 35% and customers leaving product reviews at a rate of 1-2%.
Those figures, though, will be boosted if you can encourage more people to open your Amazon product review emails. This all begins with your subject line. Avoid vague subjects – tell the receiver exactly what the email relates to and why they should open it.
For example, when sending an order confirmation, you could start with: ‘Hello, your order [[ORDER_ID]] is on its way!’ This will encourage the buyer to open it up to see when they can expect the item to arrive.
Crafting an Effective Email Layout
When designing an email, getting started is often the most difficult part. If you can prepare a number of templates in advance, it can save you these creative headaches at the time of sending. The exact look of these email templates will be different depending on when you send them and what you hope to accomplish but here are a few general design rules to keep in mind:
Here is a sample effective template idea that can be used for different situations:
1. Order Confirmation
You want to reassure them that the product they ordered has been safely dispatched.
Subject: Hey there, Regarding your Amazon Order [[ORDER_ID]]
Thank you so much for your purchase of [product name]. We go to great lengths to ensure our product meets the highest standards. We hope you enjoy it. If you do have any questions, you can contact us at [customer services email].
In the meantime, you can track the progress of your product here [link to tracking page]
2. Purchase follow up
This could go out to the customer in the days or weeks following purchase. This is a good time to try and get a buyer to leave a product review because the product is still fresh in their mind.
Subject: Re: Amazon [[ORDER_ID]] Tell us how we did!
We hope you’re enjoying [order ID]
We do our best to ensure all our products meet and exceed your expectations. As you know, Amazon depends on people like you for feedback on their products to help other customers. If you can spare a few minutes to leave feedback, it will help us to continue improving our service.
Many sellers will stop there, which is fine, but it may be useful to send a third and final email. You can use this final email as an opportunity to include additional information, like a user guide or e-book, to help the buyer get the most from your product. Customers love to receive this sort of information and it shows them that you are willing to do a little more than others to keep them happy.
Send this a little while after the product has been delivered. This gives the buyer a chance to use the product for a longer period and meaning they may be able to give a more thoughtful, detailed, product review. Remember, some products require time to take effect (think beauty supplies or supplements). First impressions any not be the most accurate so waiting can be to your advantage.
Try something like this:
Subject: Regarding your Amazon Product [Product Title]
Our records show it has been a few weeks since you received [our product]. We hope you’re continuing to enjoy using it, but if you do have any questions don’t hesitate to contact [customer services] for support.
There are many different ways for you to enjoy [our product]. We’ve put together this handy guide to show you some of the fantastic things you can do with it.
We are always striving to get better and rely on feedback to help us improve. A little of your time and a few words would go a long way to ensure this while helping other buyers make an informed decision. If you have not already left a product review, it would help us and our buyers tremendously if you can do so.”
Effective Color Coordination
In designing emails, simplicity is almost always the best option, but this does not mean that you can ignore details. Intelligent use of color can increase sales.
Red, for example, is often thought of as the best color for encouraging purchases. It excites us and represents desire or anger. It can prompt us to action.
Green, on the other hand, as a milder effect and is often used in products that seek to summon up an image of nature.
Yellow is the first color on the spectrum that the eye sees. It is a great attention grabber.
Carefully consider the message and brand image you are trying to convey and use your colors accordingly. If it is not pleasing to the eye or sends the wrong message to your buyers, it will not be effective.
Images and gifs can also make the emails stand out. High-quality images of the product being used help the buyer envisage the different ways they can use it.
Measuring Your Results
Finally, tracking your metrics will help you understand what does and does not work in your email templates. There is no one, clear, recipe for success with automated email templates so you need to pay close attention to your own results and make adjustments where necessary.
Using a software tool like FeedbackWhiz can help you not only design eye-catching templates as shown in the example earlier, but it can also help you accurately target the audience and timing using different triggers. Other features include: Tracking open rates, A/B testing subject lines, and monitoring any reviews that you receive. The more information you can gather about your sent emails, the finer tuning you can do and the more effective your email campaigns will be.
rob stanley | chief marketing officer at feedbackwhiz
robby is the chief marketing officer at feedbackwhiz, the premier amazon seller tool for merchants to boost their business, repair feedback, improve amazon product reviews, and automate high-volume emails. he is responsible for the strategy and execution of feedbackwhiz's digital marketing which includes, social media, video marketing, influencers, and brand awareness.
amazon agency bi-weekly — what operations data matters for reporting in seller central and vendor central?
I promise you I am not attempting to start a heated debate about “what matters” on Amazon for brands and agencies. The only outcome in that scenario is a Pyrrhic victory at best. My intention is to help those focused on growing Sales on Amazon figure out which data points to pay attention to, and how to think about them as they relate to success on the channel.
In our last post, I outlined the Operations data that is available to brands on Vendor Central or Seller Central. Remember, we are operating from the definition of Operations data as, “The set of reported metrics Amazon makes available directly relating to your sales and traffic performance on the platform.” This collectively includes revenue, traffic, and inventory data that will help you paint an accurate picture of Amazon performance for your team internally or your clients looking for guidance.
amazon agency bi-weekly — what reporting data is available in amazon’s seller central and vendor central?
Last post, we gave you a few options for how to report on Amazon data, specifically Amazon Advertising API data and Operations data that you can extract from Seller Central or Vendor Central. If you are just getting started in running your Amazon-focused digital agency or managing your own brand on the platform, the obvious next step is to now figure out what you should report on to communicate the most important KPI’s on Amazon. In order to do that, you’ll need to first understand what data is available to you in each respective platform, Vendor Central and Seller Central, and where to locate the reports that contain the metrics. Please note that this was written in June of 2019 and the available information in Amazon is subject to change, as Amazon often does. In this article, we’re going to focus on Operations data that is available and will move on to which metrics to present (visually report) and how Amazon Advertising API data fits into this mess in the next few weeks’ worth of posts. As a working definition for ‘Operations’ data, we will use this: “Operations data is the set of reported metrics Amazon makes available directly relating to your sales and traffic performance on the platform.”
In our last article, we described the data that’s available in the Amazon Advertising API to give you a sense for what to expect when you first connect. The obvious next question is, “Now that I have the data, what do I do with it?”
As an agency that manages multiple brands or a brand that operates on the Amazon platform, you are painfully aware of the ongoing requirements to inform and direct your clients or stakeholders through the Amazon abyss. We collectively refer to this process as ‘reporting’ as a means to communicate the state of a brand’s Amazon presence and performance. Agencies and brand owners know that reporting can be both a best friend and a worst enemy. Below we explain limitations on ‘Operations’ data, advantages of Amazon Advertising API data for reporting, and three ways to report on Amazon Advertising API data designed to avoid common issues. We are not endorsing any one tool in particular that we mention by name, and you should do proper due diligence of each solution to ensure that it will work for your agency’s or brand’s use case.
Last week we explained the advantages of getting your data through the Amazon Advertising API versus manual report downloads. This week, in our Amazon Agency Bi-Weekly, we break down what data lives within the Amazon Advertising API so you know exactly what to expect when you first connect. I’ll be speaking on this topic and more at Boulder Startup Week on May 16th — check out the session details here.
How is the Amazon Adverting API data different from the manually downloaded reports?
According to our Amazon contacts, the Amazon Advertising API and the manual downloads are both populated from the same data source. As such, the data that can be found in the manual downloads, can also be found through the Amazon Advertising API. However, trying to find comparable manual report data in the Amazon Advertising API data is not straightforward, and you’ll need to know the where and how to track it down.
This week we assess why Amazon Advertising API data, and a corresponding data storage solution, is crucial for your agency’s, brand’s, or investment firm’s success. No matter how you slice it, API data is crucial to understanding and growing your Amazon business.
I’m switching gears a bit this week as this very question came up while I was working with a paid media agency in the Denver area. It went something like, “Can I get by working with the manual advertising report downloads that come out of Amazon directly?”. The short answer —no. Keep reading to avoid the pitfalls of relying on manually downloaded Amazon advertising reports.
Your manual process won’t scale
If you are just getting started advertising on Amazon, you likely have stumbled across the manual advertising data reports that are available for Sponsored Products and Sponsored Brands as seen below.
Your clients will want to know why and when they should allocate marketing budget to Amazon. This week we examine the decision factors you and the brands you manage should consider before spending advertising dollars on Amazon.
When you are working with a client that is new to the Amazon platform, advertising is without a doubt one of the most effective ways to jumpstart sales and gain traction for your client. However, there are some things to consider before you start spending marketing dollars on behalf of your client.