Amazon sellers work hard to get each and every sale. As Amazon is an increasingly competitive landscape, where once-empty niches are now flooded with new sellers, every customer your business gets is all the more valuable.
Savvy sellers make sure they get as much value as possible out of each sale. It could be getting a product review, which will help you attract more sales in the future. Or turning a regular customer into an engaged customer, more likely to buy from you again. No matter your goal, it’s important to realize the sales process doesn’t finish when the customer clicks “buy”.
The most effective way of doing this is keeping in contact with your customer after the sale, using automated email sequences. Read on to see some examples of emails you can send to your customers after a sale which will help grow your bottom line.
Email Marketing and Customer Lifetime Value
As an e-commerce business, if you aren’t using email marketing, you’re missing out, big time.
A study from Campaign Monitor showed a return of $44 for every $1 spent on email marketing. That’s a return on investment you can’t ignore. It’s only going up too, as more people shop and browse on mobile, which traditionally has better email open rates than desktop. Even though it’s a lot harder to do email marketing as an Amazon seller, if you were able to achieve just a quarter of that ROI, it would be worth your while.
The main value idea of email marketing is to grow your customer’s lifetime value – that is, how much someone spends on your products throughout their lifetime. If you’re selling products for $15, once a customer makes a purchase, they’re worth $15 to you. If you can follow up and get a review, you’ll have a little more value out of that one customer. And if you market to them further and encourage them to buy from you again, you’ve gotten even more out of that one customer. Of course, marketing to that extent is only possible if you capture the customer’s email, which LandingCube enables Amazon sellers to do.
3 Follow-ups for Amazon Sellers
Email marketing is a deep rabbit hole to go down, particularly for Amazon sellers. It takes a lot of effort to get good at running email marketing campaigns.
You may not be ready to start killing it at email marketing just yet. But automated emails sent out after purchase are something you can put in place and benefit from right now. Here are a few types of emails you should think about using.
This is the big one. Reviews are so important on Amazon and are the number one problem we hear from Amazon sellers. “How do I get more reviews?”
Well, the most basic thing you can do (which many sellers already are doing), is to ask. Most customers don’t think to leave a review unless there is something extraordinary – good or bad – about their purchase. While it won’t convert everyone, a simple request for them to leave a review should result in more of your satisfied customers coming forward too.
Don’t overload your customers by pushing them too hard. People don’t like to be bothered by a ton of emails after their purchase. So don’t risk turning a happy customer into an unhappy one by spamming them with review requests. Also, make sure you follow Amazon’s terms and conditions when asking for reviews. Don’t ask for only positive reviews, and don’t offer an incentive for them to post a review. The value of a review is not worth risking your Amazon account.
A great way to do it is to send an email thanking the customer for their purchase, asking if everything is fine. Then explain that product reviews really help sellers, and give them instructions on how to leave a review.
Customer service check-in
If you don’t send a review request follow-up, it’s a good idea at least to send an email anyway, thanking the customer for their purchase. It’s a very small thing that can have your customer going away with a good feeling about you as a seller. That itself can lead to the customer giving a positive review, or positive seller feedback.
As well as a simple “thank you”, ask the customer if they are happy with their purchase and if there is anything you can help with. Often times, if the customer has a problem, you can catch it and make it right before they get to the point of leaving a negative review. Prevention is the best cure, especially when it comes to Amazon product reviews.
Another great thing to include in this type of email is an introduction to the brand story, to make the customer feel like they’ve just joined in on a journey with you.
It won’t apply to every product. But consumable products (supplements, beauty care for example) have incredible lifetime value potential. Most people will use up supplements and buy again, and you want them buying from you.
It’s a good idea to know generally how long it takes for someone to use up your product (it’s quite easy with one-a-day type supplements). Not long before the customer is set to run out, send a follow-up encouraging the customer to buy again. You may even want to offer a coupon on the customer’s first re-order from you, to build a relationship and turn them into a loyal, repeat customer.
Customer retention is hugely important for consumables. If you have a supplement that is $20 for a month’s supply, you can multiply your customer’s lifetime value by 12x in a single year, if you get them coming back. Don’t leave it up to chance that they find your product again when they go to re-stock.
E-commerce superstar and the brains behind Smart Marketer, Ezra Firestone, suggests sending a sales email every six weeks. Sending occasional sales emails increases product sales and a six-week time frame is long enough to not overburden customers with pushy offers. Between those six weeks consider sending other types of content.
How to Send Follow-up Emails
We’ve dealt with the “why” and the “what”, but the “how” can be tricky for Amazon sellers. Amazon doesn’t give out customers’ email addresses. And as far as they’re concerned, it doesn’t matter who the customer buys from the second time. Only that they keep buying on Amazon.
There are a couple of ways to send automated follow-up emails on Amazon, which all sellers should be aware of.
A massive amount of sellers use autoresponder tools to do exactly what we’ve talked about. Tools such as Jump Send and Feedback Genius integrate with Amazon’s buyer-seller messaging system to send an email or an email sequence after every sale. It’s a great option to automate your customer outreach and ensure that you’re not missing any opportunity to get product reviews.
The problem with autoresponders
Autoresponders aren’t a perfect solution. While linking the tool to Amazon’s API helps you automatically send emails after every sale, you’re also limited in several ways.
You can’t link to any promotional sources (including your Amazon storefront or Amazon listings).
You can’t use your own email (the message will show as sent by something like email@example.com). This hurts your branding, and your ability to communicate with the customer in the future.
In the past, these tools had an advantage to standard email marketing services, in that customers could not opt-out of the messages. But this has changed, and now customers can choose not to receive buyer-seller messages.
Amazon autoresponders are useful, no doubt. But they are just a baseline solution for communicating with your customers.
LandingCube’s email follow-up tool
LandingCube has added a tool to our app that helps Amazon sellers send email follow-ups more effectively. With this tool, you can automate your follow-ups, without being bound by the restrictions of Amazon’s messaging system.
By running promo campaigns with LandingCube, you can send real emails to your customers. Offering the best customer service, and maximizing your marketing potential. In the process, you build an email list, which helps you get a step ahead of the competition who are only advertising inside of Amazon.
You can enable your follow-up message in the “Integrations” tab of your LandingCube promo page. Set the time delay before your email is sent, your “Reply-to” email (make it look like it’s from your own email – no generic @marketplace.amazon domains), and edit the copy to get your brand’s voice across. Add a link to your own site, if you have one. Amazon autoresponders don’t let you do this, and it can be a great way to grow your brand’s own audience.
Amazon Follow Up Emails: In Summary
To stress it again, don’t think that it’s mission accomplished once a customer clicks “buy” on one of your listings. There is almost always more you can do to generate more value out of that customer. Whether it’s getting a review, getting a repeat purchase, or positive word-of-mouth about your business.
Autoresponders are a good way to follow up on your organic Amazon sales. But for the best results, capture external traffic with LandingCube and send follow-ups with our own messaging tool.