REACH YOUR AMAZON CUSTOMERS WITH EMAIL MARKETING
Amazon launched a new Customer Engagement tool at the start of 2022, allowing brands to send emails to their followers before they have purchased a product. At Amazon Peanut, we can see there are some restrictions with the tool, but is an exciting development with good potential to reach and convert more potential customers. It is still in beta at the moment and only available to customers in the US so far, but we expect to see it rolled out more widely soon, including the EU.
The tool’s main use is to send emails about new and suggested product announcements and holiday themed promotions. Initially brands were only able to email people who actively followed their brand but recently Amazon expanded this further to repeat, recent and high-spend customers. Benjamin Hartman, vice president of Amazon North America Selling Partner Services said, “these improvements help unlock the value of remarketing as we further our commitment to helping sellers reach the right customer, at the right time.”
A key restriction of the tool is that sellers need to use Amazon’s pre-made templates, although they do plan to launch more templates and custom HTML content soon. Some of these templates include ‘A new product just for you’ and ‘Christmas gift ideas spotlight’ and they can be customised to include a logo and product imagery. Before launching any campaigns, Amazon’s moderation team will review content to make sure it meets their requirements and generally this takes a minimum of 72 hours. Unfortunately, Amazon also restricts you to use their pre-written subject lines too.
As a seller on Amazon, the tool is completely free and you can monitor the impact of your email marketing efforts with performance and reporting metrics built into the tool, such as open rate, click-through rates, unsubscribes etc.
Improvements are on the way for this tool, and we hope to see it have more impact and become part of the Amazon growth strategy for more brands once it becomes more readily available.
At Amazon Peanut we have years of experience working with many global brands and dozens of start-up businesses, helping them with their Amazon Seller and Vendor Central strategies. If you’d like to know how we can support you, please get in touch today.
CHELTENHAM BASED
Although we’re based locally in
Cheltenham, Gloucestershire, we have
clients across the UK, Europe, USA and India.
AWARD WINNING
Our award winning team has delivered
results on Amazon that will turn your stagnant listings around.
ALL AMAZON MARKET PLACES
Our team has successfully optimised a wide range of Amazon accounts on some big name brands, with incredible results.
