Sellers may be relying solely on Amazon’s automated emails to get Seller Feedback ratings and Product Reviews. If you’re an avid Amazon shopper, no doubt your inbox is filled with order confirmations, shipping confirmations, delivery confirmations and Amazon’s request to rate the transaction. How often do you respond to that last email? If the answer is, “seldom to never”, you’re amongst the 90% or more who don’t. Maybe it has something to do with buyers rapidly sifting through their daily dose of 121 emails. Before throwing in the towel and losing hope, you can substantially increase response rates with personalized, automated emails.
Taking a proactive approach with email communications lets your Amazon customers know that you care about their buying experience. Are you wondering if Amazon permits this type of contact with your customers? They absolutely do. Remember, Amazon encourages Sellers to provide good customer service.
Vital to the success of every Seller. Personalized automated emails are great for:
1. Building brand awareness;
2. Increasing response rates;
3. Boosting ratings; and,
4. Turning first time customers into loyal repeats.
What exactly can you do with automated emails? Tons! But take the time to review these pre-planning strategies and after-sale email suggestions. You’ll be glad you did.
People spend 3-4 seconds (Litmus) on just deciding if they are going to open and read your email. That’s it. There are 3 prime spots which are quickly scanned during that brief timeline. Keep this in mind as you start brainstorming the perfect words to use. Your message has a lot to contend with as your customers are bombarded with after-sale emails (and non-Amazon related ones too). The primary goal is to grab their attention so they’ll actually open yours.
Plan to write separate sets of text for these Prime Spots and for each after-sale email you intend sending to customers, then multiply that by every different products you sell.
Prime Spot #1: Message Subject Line
Often Sellers make the mistake of using the Subject Line to include the customer’s order number. That really means nothing to them and there is a risk they could think it’s spam and therefore just delete it without a second thought. Avoid using your brand name here too. With millions of unknown private label Sellers on the Amazon platform; first time customers may not recognize yours even though they just completed a purchase from you.
Although automated email campaigns are triggered by an order, they still need to have great subject lines that are enticing and specific to the product. Short is best. As in 50 characters or less short. Most people scan their inboxes, so make it easy on them.
Let’s use a pillow for an example and it’s the first email to your customer.
Subject Line: Your dreamy pillow is on it’s way!
Prime Spot #2: Snippet Text
Some email programs use snippet or preview text next to the subject line. It’s pulled from the first line or two of the main text in the email body. This content usually is limited to 100 characters or less on a computer and 30 characters or less on smart phones.
Continuing with the pillow example and it’s the first email to your customer.
Snippet Text: Hi (customer name). Rest assured our team of XYZ pillow users are here to support you…
Prime Spot #3: The Preview Pane
Many email programs are setup to display email text in a preview pane. Make the most of this approximately 400 x 300 px space by placing interesting content in the beginning of your email copy to encourage your customers to open it.
Continuing with the pillow example and it’s the first email to your customer.
Preview Pane Text: Hi (customer name). Rest assured our team of XYZ pillow users are here to support you. We are so excited that you chose our especially designed for your comfort XYZ pillows to lay your head on. We can’t wait for you to experience a dreamy night of zzz’s.
These are just examples of course and a pillow lends itself to playing with words. Does your product? Think outside the box on this one. You may be surprised at how creative you can be.
Okay, you made it through the first 3-4 second cut and your Amazon customer opened your email. Yay! Now what? It’s time to make sure they’re intrigued enough to actually read the rest of what you’ve written.
Writing the wording of your email is not an exercise to rush through. Here’s another time-based statistic if you need some motivation. People allocate an average of 51 seconds to skim email content, so make it easy for them to scan with simple copy.
To get in the right frame of mind, shift into your customer’s perspective and more specifically, a first time customer. What do they need to know if they have never used your product before? Would YOU want to read this email?
Always use a tone that reflects your company culture. And please avoid saying the same thing multiple times even if it’s written with different words. Keep asking yourself, “Can I make it shorter and more simple?”
While Seller opinions differ on the quantity of emails, if they are carefully crafted with thoughtful (customer view) and purposeful (your view) content; it won’t be overwhelming if you send 3 or more over a period of time.
First Email: The Thank-You Note
Timing —The Thank You email should be sent out within 24 hours of the order.
Every Amazon Seller has product listings, but not every merchant sends thank-you emails after each customer orders. A simple “Thank you for buying our product” type of message goes a long way in personifying your brand.
Purpose — Brand recognition is a very difficult task for third-party Sellers. Many shoppers don’t even realize there are brands other than Amazon. That has been Amazon’s strategy for creating a seemingly seamless credibility stronghold.
By sending a thank you message, including your logo, sharing a line or two about the story of your business and your team; that may be the first time a customer realizes they’ve bought from a company with a unique brand name. It’s also the way for you to set the foundation for a loyal customer. According to Marketing Metrics, it’s as much as 10 times easier to sell to a returning customer than to a new one. A thank-you is one more step towards convincing that customer to return.
Content — This Thank You email could contain user guides, product manuals, how to take care of the product, usage tips, or any other material to help the customer have a smooth experience. But don’t send tons of information either. Even if it’s a simple product to use, this is your first step in providing details that otherwise could not be included or easily missed on the product page.
Add a sincere line such as, “We are here to make sure you receive the best customer service and are 100% happy with your purchase.”
Second Email: The Seller Feedback Request
Timing — The second email should go out one or two days after the customer receives the order. Calculate timing based on if it’s FBA or FBM.
Purpose — Customer Feedback (also known as Seller Feedback) is only about these 3 questions:
It’s purpose is to make sure everything arrived okay. That’s why you want to send it to be in sync with when they receive the package…while it’s still fresh in their minds.
From a Seller’s perspective, this feedback contributes to the Account Health ratings. It is also what gets posted for any shopper who clicks on your storename link. These ratings and comments from other customers are like unpaid persuasive ads that generate confidence for potential customers unfamiliar with your company or brand name.
Content — This is another opportunity to connect in a sincere way with your new customer. Let them know you want to make sure they are happy with your xyz product. Also, if you had more information about the product that was too much to send in the Thank You email; now would be a great time to add it.
Tell them they can reply to your email with any concerns so you can make it right. Don’t be afraid to directly ask for feedback because it helps your small business grow. Be sure to include simple steps or a link that leads them right to the Leave Seller Feedback button. And of course, thank them once again for being a customer.
Third Email: The Product Review Request
Timing — Have this email go out 7 – 14 days after the product has been received. This gives the customer time to experience your product. Be sure to program your automated emails to go only to customers who have not already left a Product Review.
Purpose — Amazon doesn’t prompt customers in any way to leave Product Reviews. That means it’s up to you to send out this post-sale email. Product Reviews are entirely different than Seller Feedback. The main purpose of this email is to inspire customers to who actually like your product to share their experience. This is priceless, free advertising for all who land on your product page.
Content — Continue adding personality that reflects your company’s philosophy. Scan your existing Product Reviews for some interesting content. Perhaps other customers found new ways to use your product that hadn’t occurred to you. Share that discovery in this email. Leave out names of course. Or, include some cool fact about your product that isn’t already in your page content.
Brainstorm stories about your products. For example, “Our martini glasses look like the ones James Bond used in every film” or include some unusual martini recipe to be used in your glasses.
Another example is, “Imagine every time you pick up this chef’s favorite xyz product, that they are using it in YOUR kitchen.” Or, “Here’s a way to create a party favorite…” Don’t make these fun tidbits long though. Generally, your efforts to make sure they get the most out of their new product will be appreciated. Your customers will think of it as excellent customer service.
This easily segues into asking if they would like to share their experience with your product by writing a Product Review, uploading an image or even a video. Once again, lead them right to the Write a Product Review button or include the link to make it quick and easy. This could increase your review response rate substantially.
If you’re running promotions, launching new products, or reminding customers to gift others with your product; these are all fantastic reasons to reconnect with your current customers base. Perhaps schedule a different email to go quarterly.
While initially writing clever content for your emails warrants focussed time, it goes a long way in building great customer service.
- Keep it short and simple.
- Match the tone to your company’s personality.
- Include one call-to-action in your second, third and subsequent emails.
Liberate Yourself with Automated Emails
While you can send emails through Amazon’s messaging system, that is a manual process which is super time consuming; especially as your sales and/or product offerings increase. To be most effective, automate. ZonGuru was designed by successful Amazon Sellers out of understanding and necessity. They offer many options for content appearance, insertable links to personalize every email, and alerts you to when new Seller Feedback and Product Reviews come in so you can monitor responses and provide even better customer service. It’s a powerful tool that enables you to spend more time on growing your Amazon business.
Tina Marie Bueno is a global citizen with an MBA in Int’l Business plus over 20 years of content marketing experience both in the U.S. and overseas. As the Lead Writer for ZonGuru she strives to deliver relevant content to serve Amazon Sellers grow their businesses.