September 12, 2023
August 5, 2022
Getting customers into your selling funnel is one of the most vital tasks for any Amazon seller. There are dozens of effective ways to grab potential customer’s attention and encourage them towards choosing your product, but here we will explore how a good email marketing strategy can boost your sales and overall profits quicker than you might expect.
Email is a unique tool that is often overlooked by Amazon marketers. After all, the quickest way to grab the attention of your potential buyers is straight through their inbox if possible. When played correctly, your emails could be a welcomed site by your potential and regular customers!
A good email marketing strategy can produce more than just a pipeline of customers, it can help generate solid seller feedback and good reviews. Authentic customer reviews are a key ingredient in making any successful Amazon business – with a massive amount of 5-star reviews, you can be almost guaranteed regular and consistent sales.
To be successful, you will need to set yourself apart from all of the standard, spammy marketing emails that most companies send out daily to your customers.
There is an average of 281 billion emails sent each day in the world and only 3.5 billion email users. So it’s safe to say that most people’s emails get cluttered with all sorts of things.
Let’s take a look at Amazon itself for a moment. Amazon is very tact when dealing with its customers through email, being careful not to overdue or misuse its access into their inboxes.
The most common emails sent from Amazon to customers are
In each of these types of emails that Amazon sends out, there is a clear purpose that is usually met with acceptance by its receiver and given at least a quick look-over. Often these purposeful emails are also embedded with suggestions and links to more products and upsells that the customer might be interested in exploring. However, Amazon emails are rarely sent out solely to suggest seemingly random products to its customers. It’s important to keep in line with the example that Amazon is setting for marketing through email.
Jeff Bezos stated, “We’ve had three big ideas at Amazon that we’ve stuck with for 18 years, and they’re the reason we’re successful: Put the customer first. Invent. And be patient”
This principle applies to interacting with potential and existing clients through email. Give them useful information, treat them well, create unique content and experiences, and be patient!
A customer who purchases your product on Amazon is not really your customer; they’re Amazon’s customer. And Amazon takes substantial measures to prevent you from stealing their customers. This is why Amazon does not typically provide its sellers with customer emails. But there are some ways around this obstacle.
For one way to collect customers’ emails, you will need to choose a search engine tool to aid in the acquisition. Many of the tools available can take a URL of an Amazon product listing and provide the names, emails, and other helpful information about them.
You only want to engage in email marketing in the inboxes of those who are interested in your product or are at least willing to receive your emails. So using the right tool that grabs public info and choosing the right lists to draw from are essential steps in this process.
It’s important to note that email marketing is not a free-for-all! There are actually more rules than you might think. For instance, the United States: CAN-SPAM Act regulates email marketing, essentially it just enforces the fact that you shouldn’t spam people. On top of that, Amazon itself has rather strict rules in place for its sellers when it comes to email marketing with the email addresses acquired from the platform. The big no’s are:
You can feel free to reply to your customers and email them the information needed to finish an order, as well as ask for their feedback and reviews, but do not abuse your access to these emails when given it.
With all that being said, you are allowed to take email addresses gathered elsewhere and send ads and other emails directing them to your Amazon listings!
One way to do this is by driving traffic to an Amazon landing page and exchanging a single-use promotion code for their email. When someone enters an email, they get a promo code, then go to the Amazon listing and enter said code to purchase your product at a lower price. This effectively provides you with a valuable email address that you can use how you wish for marketing – whether that be promoting your eCommerce store outside of Amazon or by driving more traffic to your Amazon listings.
As your email lists begin to grow, they will most definitely aid in your marketing plan. As a “secret weapon,” it isn’t one of the easiest forms of marketing to begin with, but as you are able to build the number of emails collected, it can quickly become your golden egg for marketing.
Once you begin building the goldmine that is your customer email list, break it down into categorized groups based on the information you have on them and their purchase history. Store as much data on each customer and each email you send as possible. The data on how your email marketing campaigns perform will provide invaluable information and direction on how you can continue to use email marketing to boost your profit and ultimately, your success!
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September 12, 2023
September 12, 2023
August 5, 2022
Emily…
James comes to Podean with a wealth of marketplace knowledge having worked at Amazon Corporate for 5+ years. He worked in many different roles and groups during his time there from Seller Support to Vendor Management. From recruiting and onboarding 3P sellers to new categories, handling highly escalated executive level contacts, and managing vendor relationships he brings an inside understanding of how Amazon works. James is passionate about online retail and brings a client and customer centered approach as the Head of US Retail Operations. Before his e-commerce focused life, James worked across industries that have always focused and delivered results in customer service, account management, and inventory management.
With more than 15 years of experience Alejandro has led some of the most edgy projects in the LATAM region and has built-up high-performance teams from both agency and brand sides. Working with Havas he put together a Consumer Engagement unit for Pepsi. He led a WPP digital solution for L’Oréal and while working with Mediacom he redesigned Coca-Cola’s media team. Most recently he was a fundamental part of Danone’s media transformation into a brand salience unit. He was born and raised in Mexico City, loves being outdoors, listening to music and spending time with his 7-year-old daughter.
Danielle leads media globally for Podean. She previously led the Amazon and e-commerce division at performance marketing agency, Merkle (part of Dentsu). Danielle has deep expertise across all facets of Amazon advertising – DSP, sponsored ads, audio, out of home and beyond. She has delivered significant growth for some of the world’s largest brands including Nestle, managing tens of millions of advertising spend on their behalf.
Before Podean, Travis Johnson was Founder and President of Dentsu’s Amazon-focused consultancy, Sellwin. Prior joining Dentsu he was Global CEO of Ansible Mobile in New York, and also held CEO positions in Australia for media agencies UM, Initiative and Cadreon. He was an Adweek Media Allstar in 2017 and has won over 50 International Awards across his career.
Maddie leads our client management team and also marketing for Podean. Maddie’s team operates as an extension of our client’s teams – anticipating their needs, thinking proactively, and always delivering on time. Maddie is also responsible for all aspects of Podean marketing, from blogs and email newsletters to PR, content, and advertising.
Lizzy manages the Podean media team across any, and every, media solution offered by Amazon and other marketplaces. Whether it’s search/sponsored ads, DSP display and video, Twitch, audio or activations we have the experts to deliver. Every client that her team has worked on has seen a step-change in media effectiveness and sales versus their previous operations.
Jonathan Hawkins leads Podean’s European operations, working with clients spanning all categories. His team assists brands with every aspect of setup and optimization across the region including supply chain advice, logistics, retail operations, analytics and media management. P Before joining Podean, Hawkins was Commercial Director of Square Up media, owners of media properties including Escapism, Foodism and Square Mile. During his decade at Square Up he led editorial, content and most recently commercialisation and sales with a focus on digital products and ecommerce growth.
We have hand-picked the best and brightest Amazon talent from around the USA and the world. Our delivery team of 6 New York based, and 17 Amazon and marketplace marketing specialists ensure our clients receive the best campaign performance. They are experts in retail management, performance media optimization, but also video, analytics, AMC, voice, creative and higher impact executions.
Ashley has covered all aspects of digital marketing in his career, having led digital media for Initiative Media Australia, then managed a team of cross-functional digital salespeople at Mi9 (MSN) and was most recently the Managing Director of ecommerce conversion optimization software company, Ve. Ashley’s leadership, collaboration skills and entrepreneurial spirit drive the Australian business.
Mark is a 20+ year digital leader and before Podean was EVP at Reprise where he successfully launched IPG’s Amazon Center Of Excellence. Prior to this, Mark led mobile and innovation agency Ansible. Earlier in his career he was the Founder and CEO of Concep, an email and performance marketing agency with offices in the UK, USA and Australia.