Amazon's Buyer-Seller Messaging platform is the only way you, the seller, can communicate with a buyer. With that in mind, it should be pretty obvious that you need to be sending the best Amazon email possible. Using the Communications Center within Seller Labs PRO is still the best way to automatically send these emails.
And the last thing you should do with your Amazon emails is set them and forget them. In order to maximize the effectiveness of your messages, you need to consistently monitor and optimize them.
Here's our guide to help you optimize and get more out of your Amazon emails!
1. Use product-specific emails and attachments that add value for your buyers
Filters are blank when you create a new message, meaning your message will send to all orders. This is fine if you sell thousands of different products and can’t create a custom message for each one.
Ideally, you should create a message for each product (or group of products) that you sell. Consider making your own template to enhance the buyer’s experience. Add attachments that will send to a specific ASIN or SKU. Infographics and e-books on how to use a product are popular options, and your buyers will appreciate them, too.
Tip: When targeting emails to a product, use either the SKU or ASIN (but not both).
2. Use short, catchy subject lines for your messages
The email subject line is the first thing people will see when upon receiving your message. Understand that people receive lots of emails — you do, I do, we all do every day — so give your email a fighting chance with a creative subject line.
Your subject line should be a reflection of your brand. The Communications Center has generic templates that are designed to be a guide, and not necessarily the final version of email subject lines.
3. Send one email per order
We recommend sending one email per order. Most people don’t have time to read all of the emails they get so it’s important to be thoughtful of their time.
We recommend one email to be sent when an order has been delivered to request seller feedback or a product review. Take this time to establish a connection for customer support as well! Don't make this email a shipment notification because Amazon already takes care of that.
Tip: Select a message timing that's right for your needs. For example, buyers might be ready to review a vacuum cleaner within the first week after delivery, while a few weeks might be needed before they're ready to review vitamins or other supplements.
4. Keep emails short with a clear call to action
Brevity is the name of the game here. Have clear goals when approaching a campaign. Remember, people get a lot of emails, so don’t overload them with multiple calls to action.
Here’s an example of what we think is an effective email and call to action:
“How are you liking your new product? Your feedback helps other customers, like yourself, get the absolute best products and service possible. Please take a minute to tell others about it.”
Amazon usually sends a request for feedback 10-15 days after a product has been delivered. These emails are basic and lack personality. So do yourself a favor and make your call to action email personable with an obvious next step.
5. Use variables to make emails easy to navigate
Variables are tools you can incorporate into your emails to make them more navigable, user-friendly, and aesthetically pleasing. Seller Labs PRO has many variables to help you achieve your goals, whether that's reiterating the items or product ordered by using [[product-name]] and many others.
To learn more about using variables, check our our article!
Tip: Not every variable is available. For example, [[estimated-arrival]] is only available for FBA orders. Also, [[carrier]] and [[tracking-number]] are only available for FBA orders.
6. Use the repeat buyer functionality
If you sell a consumable product, or one that buyers purchase more than once, you can send a different message each time the buyer purchases from you.
In the "Advanced Filters" section of each template you can set custom messages for repeat buyers. By default, it's set to sent to all buyers, but you are give the options to choose from:
Buyer’s first purchase
Buyer’s second purchase
Buyer’s third purchase
Buyer’s fourth purchase and subsequent purchases
From here, you can choose the specific purpose of what this email will say depending on if it’s the first, second, third, or fourth (and subsequent) purchase from a buyer.
These emails are perfect for expressing appreciation. You want to thank people for being repeat buyers.