Email marketing has always been king.
Selling on Amazon, you can’t use email marketing in the way typical marketers do.
You can’t send anything promotional, and you can’t build your email list.
That doesn’t mean you shouldn’t know some basics of email marketing and email communication, though.
#1 Know the rules
No matter on Amazon or not email marketing is more regulated than you think.
Your email campaigns must follow local regulations:
- United States: CAN-SPAM Act of 2003
- European Union:
- United Kingdom: PECR
- Canada: CASL
- Japan: Act on Regulation of Transmission of Specific Electronic Mail
- Australia: Spam Act 2003
- South Korea: Act on Promotion of Information and Communication and Communications Network Utilization and Information Protection of 2001
In short, all those regulations are similar and come to one thing: don’t spam people!
Above that, you have to follow Amazon rules.
Remember about 2 don’ts and you should be fine:
- Don’t try to use your emails to send your customers off from Amazon to other selling platforms. Or your own website.
- Don’t use emails for anything else that necessary communication. You can freely reply your customers and email them the information needed to finish the order. You can also ask for feedback and reviews. Anything other than that is a big NO.
#2 Don’t overdo it
Buyers on Amazon are not your customers, they are Amazon’s.
Amazon sends the customer an automated shipping confirmation, you don’t have to do it.
If buyers have any problem with your product they will often contact Amazon, or you, directly.
Often they will just leave negative feedback.
Don’t spam people with redundant emails.
Instead, concentrate on making your product better.
If in doubt, follow this rule – don’t contact your customers at all unless it’s absolutely necessary.
#3 Keep it short
Our attention span isn’t as short as many online articles claim, but that doesn’t mean you should waste people’s time.
Keep it brief and get straight to the point.
No one, and especially an unhappy customer, wants to read your essays.
Customers want answers, and they want their problem fixed.
#4 Keep it simple
In your email communication, you should try to use as simple language as possible.
Go with clear speech and short sentences.
Not only it does work better, but also helps you deal with people who aren’t English native speakers.
#5 Keep it personal
Never refer to yourself in 3rd person.
There is no “we” talking to your customers.
It’s always YOU.
Just introduce yourself, your company, and try to be personal.
On top of that, be professional.
Dealing with angry customers is a nightmare but think how much damage that one negative feedback, or a review, can do to your business.
PRO TIP: Avoid honorifics like Mr & Mrs at all costs. Often you won’t be able to tell the gender from the name alone. There are plenty of unisex names out there.
#6 Read all emails before you send them
You don’t have to be a professional proofreader, but you should edit your emails before sending.
Look for spelling errors and see if what you wrote makes sense.
Remember about the curse of knowledge.
What seems obvious to you, might not be obvious to your customers.
#7 Break The Rules And Get More Reviews
There is a good reason to break that rule.
Every Amazon business needs reviews, a lot of reviews.
After Amazon banned incentivized reviews in 2016, it’s been harder to get them.
If you want to get more reviews, you have to send emails asking for them.
It can annoy your customers, but what else can you do?
Sending emails can be time-consuming and confusing.
But it doesn’t have to.
Tools like Feedback Central can send personalized e-mails for you, asking for feedback or product review.
Email automation is effective because all emails are sent at the right time to right people.
Plus, our built-in templates will help you keep your emails short and effective.