Despite the constantly changing world of digital marketing, using emails to connect with both current and potential customers is still as valid as ever. Many businesses consider it a must-have part of their marketing strategy. Of course, this makes it hard to understand why Amazon doesn’t typically allow businesses to collect their customers’ email addresses or build a mailing list.
Regardless of current marketplace policies and how they relate to any Amazon agency, there are still many ways a seller on Amazon can use email marketing to benefit their business.
1. Email Marketing Can Help You Get Reviews on Amazon
The most recent statistics about Amazon customers all agree that consumers are more likely to choose your product if it comes with positive reviews. This makes sense- after all, who better to reassure customers that your product is worthwhile than other customers? Amazon often sends automated emails reminding customers to leave a review for their most recent purchases, which can increase your reviews without you having to lift a finger.
Some seller communications are also allowed, which will show up in your customer’s inbox despite not technically being emails (as the customer will have to go to their Amazon profile in order to respond). These limited communications can be used to promote your business, other products or simply encourage customers to leave a review.
2. An Email Marketing Campaign Can Direct Customers Towards Your Amazon Store
Creating an email marketing list on your official website and using it to redirect customers to your Amazon agency, profile or store are all valid ways to drive leads and turn them into conversions.
Likewise, by clearly listing how to contact your customer service in product descriptions or by directing customers to your website and emailing list, you can cultivate a steadier stream of customers than you may have found if you had not invested in such a marketing strategy.
Outside of Amazon, there are several other good reasons to cultivate an independent emailing list, such as:
- Converting potential customers into brand loyalists who buy directly from your website (particularly in the case of targeting consumers who prefer to avoid Amazon).
- Encouraging repeat consumers by sending reminder emails to those who have already enjoyed your products once before.
- Building a stronger relationship with your customers, regardless of what part of the ‘AIDA funnel’ they are at currently.
3. Amazon Provides Marketing Tools for Business Communications
While it may seem like Amazon sellers are alone when it comes to email marketing, the fact remains that there are tools on the platform, such as AMZFinder and AMZ Promoter, which make life (and emails) easy for sellers.
For example, the former tool (AMZFinder) allows business owners to keep track of the products they sell across multiple countries, as well as the reviews that are being left by customers in each country. In fact, as part of managing your reviews, sellers are even able to directly email people who have purchased their products and ask them to leave feedback on the marketplace platform- which is typically more effective than Amazon’s standard automated emails.
Likewise, AMZ Promoter allows you to sidestep the lack of information that many Amazon sellers present to potential buyers. This tool allows you to create a landing page and promo code for possible customers in exchange for their email address- allowing you to build an email list and drive traffic to other online parts of your business that operate independently of Amazon.