The last thing you should do with Feedback Genius is set and forget your messages. In order to maximize your messages' effectiveness, you need to consistently monitor and optimize them.
Here's a short five-step guide to help you optimize your messages.
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 subject line is the first thing people will see when upon receiving your email. 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. Feedback Genius has generic templates that are designed to be a guide, and not necessarily the final version of email subject lines.
Tip: If you're using the [[product-name]] variable in your subject line, make sure to add a short name for your products! This will help keep the subject line short and readable.
3. Send one email per order
We recommend sending one email per order. We’ve all subscribed to an email list eager to know more but only to become jaded by an endless blitz of messages. Most people don’t have the time to read all of the emails sent to them 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.
Pointer: You know your products best, so make sure you pick the 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 to narrow your objective. Remember, people get a lot of emails, so don’t overload them with multiple calls to action–one and done.
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 will usually send 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. Feedback Genius has many variables to help you achieve your goals, whether that's reiterating the items or product ordered by using [[product-name]] or [[product-image]], and many others.
Tip: Not every variable is always 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 frequently 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. It’s set to “No” by default but setting it to “Yes” will open a submenu with 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. These specific emails are optimal times to ask for seller feedback or a product review.
7. Try different templates and use analytics to see what works
The analytics feature allows you to view the open rate, number of people who unsubscribed, and how many times a specific message has been sent. It also allows you to see your data over time and check the success of your emails. We recommend you change specific, measurable aspects of your emails and compare them with previous versions to see how they stack up.
For example, if you’re trying to get higher open rates by optimizing the subject line of an email, then update that email’s subject line only and leave everything else the same. This will create a control and treatment group to compare the results.
Then track the number of outgoing emails until you get a large enough sample size to compare your treatment group against the control. By doing this, you'll be able to reduce your email’s copy and create an optimal finished product.