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How To Promote Amazon Products via Email Marketing to Boost Your Sales in 2020

Nowadays, it’s almost impossible for new products to take off on Amazon without a helping hand. The marketplace is more competitive than ever, so you’ve got to promote your Amazon listing to gain traction.

Perhaps your product isn’t selling quite as well as it could. Promoting your Amazon product listing could provide the momentum it needs to produce more revenue.

Amazon draws in thousands of hungry buyers to their website every day, but you’ll need to get your product placed in front of others to get seen. By promoting your product, you’ll drive more visitors and sales to your products.

This isn’t just a short-term revenue boost, increased sales velocity will increase your keyword ranking for greater exposure and further sales- it’s a double whammy!

You’ve done your research, sourced your products and listed them for sale on Amazon – now the real work begins!

Now without further ado, here are five of the best methods of promoting your Amazon listing today:

Amazon Listing Promo Strategy #1 – Sponsored Ads &  Promotions

First of all, you might want to try squeezing more Amazon traffic to your listing using Sponsored Advertisements. The Amazon platform offers a variety of ways for FBA sellers to further promote their listings using Pay-Per-Click (PPC) and Amazon Marketing Services (AMS).

Then there is also the Lighting Deals feature for running quicker, time-sensitive promotions.

Tips For Promoting your Amazon Listing Using Sponsored Ads & Promos

1. Don’t Go In All Guns Blazing

Amazon PPC is an entire topic in itself. There’s a variety of ways it can be run with different placements, bids and costs associated. What’s important is you start with a small budget to find out what works and scale accordingly.

You’re paying for every click so don’t go in blind with only wishful thinking as your guide. We highly recommend reading the latest Amazon PPC best practices before you start.

You can also learn more about Amazon Pay-Per-Click and Amazon Marketing Services here.

2. Monitor Profitability Carefully

Simply running Amazon PPC to boost exposure does not guarantee you will sell lots more products. You’ll need to be targeting the right keywords so you get the most relevant traffic. Also, you’ll need a product that converts well for your campaigns to be profitable.

But don’t let this put you off experimenting. Running PPC unprofitably (in the beginning) can still be a valid way to promote your Amazon product. Even if it costs you a little it will drive purchases and increase sales velocity for keyword ranking.

If your product converts well and is profitable, your campaigns can be scaled up greatly.

3. Try Running Lightning Deals

Lightning deals are a great way to further promote products on Amazon. You can use them to clear off stock, boost sales ranking or kick off new product launches. They are time-sensitive promotions where buyers are only allowed to purchase one each.

Running lightening deals will get your product featured in Amazon’s “Today’s Deals”. Not only will you gain exposure, but Amazon will employ various scarcity tactics to further encourage purchases.

ASINs must meet specific criteria to be eligible to participate. This includes at least 20% off the current list price, 3.5 stars average and above, 20+ units in stock. There may also be an additional charge for certain categories. More information on lightning deals can be found here.

Amazon Listing Promo Strategy #2 – Social Media

Leveraging Social Media has a variety of benefits for FBA sellers. Primarily, it serves as another way to promote products, build trust and attract new customers. It also makes your brand look more professional and boosts your overall presence online.

Tips For Using Social Media to Promote Your Amazon Listing

1. Focus On One Channel At a Time

There are a variety of different networks worth getting in on right now. This including Facebook, Instagram, Pinterest, Snapchat and more.

Pick the one that suits your brand the best and focus on getting established there. Spreading yourself too thin across many networks is not an effective strategy.

2. Build Your Brand Profile

Look at similar brands that are already well established. Try to learn from what they’re doing and bring your own unique style out for yours.

Remember, it’s social media, so be fun, interesting and social. Just hard selling and running promotions won’t be very effective here. Think about your audience, share and create content to entertain, educate and persuade them.

3. Leverage Influencers

If you use influencers, you can jump straight into promoting your product. The right influencer can be worth their weight in gold. You’ll need to find someone who already has a great reputation and large audience/following who may be interested in your products.

Reach out and contact them directly to negotiate promotional and affiliate deals. Prices will vary depending on their social status, so make sure you choose wisely. If you’re focusing on Instagram, you should definitely be looking at using influencers.

4. Run Paid Advertisements

Social Media can be quite fickle, unless your content is so good that it goes viral or an influencer promotes you, your organic reach is quite limited. Until you’ve established a large following you might need to consider running paid marketing campaigns to help you reach your audience.

Paid marketing on social media can be very effective if you know what you’re doing. Here’s a great video if you want to learn more about promoting Amazon products using social media.

Amazon Listing Promo Strategy #3 – Blogging

Blogging is the act of writing online publications on a chosen subject. Visitors are typically hungry for information and solutions to problems and they are a great place to reach new audiences.

Just because blogging has been around a while doesn’t mean it’s not still an effective promotional strategy. In fact, it’s a great way to provide more information about your products, engage with readers and familiarize them with your brand.

Tips For Using Blogging to Promote Your Products

1. Create a Blog For Your Brand

If you’re serious about your brand, building your own blog is worthwhile. If you’ve already got your own website, start writing and creating useful content related to your products and category. Alternatively, outsource this task to a professional writer.

2. Leverage Other Blogs & Websites

Much like social media influencers, you can leverage other blogs and website to promote your Amazon listing. Reach out to other websites and see if they are open to featuring your product or running promotions.

Again you need to choose carefully. Consider their traffic and audience if you want to successfully drive traffic and sales to your product.

3. Post Purposefully and Regularly

Posting new content increases your chances of attracting potential customers. Plus the more content you publish, the more likely you are to be picked up by search engines.

However, this doesn’t mean you should start creating content just for the sake of it. Consider what your audience actually wants to know about and provide relevant content for them. The more interesting and engaging your content is, the more people you will naturally attract.

Amazon Listing Promo Strategy #4 – Build an Email List

Even in this age of social media and messaging apps, email marketing is still very much alive and kicking. Building an email list for your business is an asset that can be used to boost revenue and maximize customer value. If you do it right, you can use your lists to help launch new products on command.

Tips For Using Email Lists to Promote Amazon Product Listings

1. Harness Your Existing Amazon Customers

If you’re already generating sales on Amazon, you’ve already got an audience you can take advantage of and quickly run automated email campaigns to your customers. This can be a very effective way to get more reviews, vital feedback or drive re-purchases.

2. Build Your “Own” Audience

If you are selling through your own channels too it offers another chance to collect email addresses. In fact, you’ll have way more control over how you interact with them. This could be powered by your own store, social media channels or other related websites you own.

3. Create Lead Magnets

If you can create useful content for your target audience, you’ll have a chance to win their email address and join your list. Focus on providing incredibly helpful and useful but incomplete material. It’s a chance to demonstrate your knowledge and expertise but leave them wanting for more- which you can easily offer!

4. Cultivate Your List

An email list can quickly go stale if it is neglected. You don’t want people to forget who you are, only to receive promotions out of the blue. If you’re building a brand off of Amazon, make sure you keep your list warm by regularly getting in touch and providing value.

Amazon Listing Promo Strategy #5 – Deal Websites

These are platforms that Amazon sellers can use to distribute deals and coupons for their products. They can be easily used to promote your Amazon listing by tapping into a huge source of active bargain hunters.

Running deals is a foolproof way to quickly generate more sales. Thus, leading to higher ranking and greater exposure. You can still get a good number of reviews using deal websites even though they cannot be incentivized.

Tips For Using Amazon Deal Sites To Promote Product Listings

1. Find a Reputable Deal Site

There are quite a few different platforms for doing this, but here at Jungle Scout, we strive to be the best. We’ve seen many platforms charging $50 per product, but we allow up to 3 products for $29.99 with unlimited email campaigns too.

2. Make it a Deal Not a Giveaway

Remember, people here are shopping for deals. There’s no need to practically give your products away for free! If you can just about cover your cost of goods and Amazon fees it won’t cost you much to run these promotions.

3. Track Your Progress With Keywords

Since you’re running these deals to promote your Amazon product, you’ll want to be able to measure the results. We recommend tracking your keyword ranking using Splitly so you can see and measure improvements.

4. Remember To Follow Up

Once you’ve used a deal site to promote your product, you should take full advantage of these extra customers. If you’re using Jungle Scout you’ll have unlimited email campaigns, so why not use them? You may be able to gain valuable feedback, reviews or even repeat buys.

Now Over To You

Hopefully, at least one of these Amazon product promotion strategies has caught your attention. We know it can sometimes be frustrating trying to launch a product or increase product revenue. But once you do find a method that works for you, it will be scalable and repeatable for all your products.

If you’ve got any other strategies that have worked well for you, please let us know in the comments below!

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Blog, Email Marketing, How to

How to Collect Email Addresses for Email Marketing in 2020

If you’re looking for tips about how to grow an email list for email marketing, where to get email adresses, you’ve come to the right place. We asked a handful of business owners and marketing experts for their go-to tips and tools for collecting email addresses they can then use to generate new leads, and stay in touch with existing customers.

Here are 18 easy ways in 2020 to collect email addresses so you can build a valuable list.

1. Sign Up with AmzSpot.com

The easiest way is to register as an amzspot.com member, and you can purchase up to 2 million email addresses. You can use these email addresses of real buyers to email marketing, promote your website and store discounts and other information.

2. Make sure there’s something in it for them (and never, ever, spam)

Think about the emails you open and those you delete immediately. I’m guessing you don’t open any email that you don’t believe will benefit you or your business in some way. So when you ask for a customer’s email, make sure you are offering them something valuable in exchange. Whether it’s a coupon or early access to a new product or sale, an ebook or other piece of thoughtful content, or the chance to win a prize, when you ask for someone’s email, make sure there’s something valuable in it for them.  ~ Jim Belosic, CEO, ShortStack.

3. Offer useful resources

“Offer ‘knowledge products’ as a way to gather email addresses, including interviews with industry leaders, tips, presentations. The resources also give me information to offer in slide presentations at my speaking engagements. I also include the verbiage, ‘If you found this email useful, please forward it on to a friend,’ to every email, which has grown my list by 50 percent.” ~ John Paul Engel, Knowledge Capital Consulting and Project Be The Change.
 

4. Use Facebook ads

“Without question, the most affordable and cost-effective way to grow a list of leads for email marketing is through Facebook ads. We’ve easily made 7 figures in sales in the past 12 months by using direct targeted Facebook ads to capture leads (name and email). The user base for Facebook is at an all-time high, and the age range of its users is ideal for most businesses these days. The user base ages 30-55+ has seen massive growth while the age group 13-25 has dropped off significantly.

Whether you are a solopreneur, a medium-sized business, or a large corporation, Facebook is an amazingly powerful way to capture new leads. With even a modest budget you capture dozens of new leads every day. And the best part is that these are leads that are pre-disposed to buy what you sell. You can target them very specifically based on their age, geographic location, behaviors, and even their online purchase history.

Our company grossed well into 7 figures in sales, just from Facebook leads alone. On average, we capture anywhere from 50-150 leads per day using targeted Facebook ads. The good times will only last for so long before the user base moves on to something new. Now is the time to dive in full force and strike while the iron is hot.” Corey Robert, Marketing Director of Black Card Books Publishing.

5. Offer free tutorial videos

“At Deskbright, we collect e-mail addresses to use for marketing purposes by offering free Excel tutorials and lessons via e-mail for our users. We’ve developed a huge corpus of free content online, which draws users through referrals from other websites and a solid organic search presence. Visitors who find our free articles helpful can sign up to receive more information and classes via e-mail as we update our site and add content. Our users get to keep up-to-date on the latest free content available on our site, and we get to collect valuable e-mail addresses to market our paid products.” ~ Sam McIntire, founder of Deskbright.

6. Promote your newsletter signup throughout your website

“I collect email addresses through newsletter signup which I include throughout my website. The location I get the most sign ups are from a popup on my blog but visitors can also sign up if they select a box on any form. Putting it in front of visitors is the best way you can do it, so any opportunity you have, put an option to sign up in front of visitors. My favorite tool is Mailchimp because it ties in well with WordPress websites and the management of subscribers and campaigns is extremely easy. It makes it easy to create beautiful newsletters and send out my newest blog posts automatically. I have used contests in the past to gather subscribers but if this method is used, make sure entrants are able to opt in/out of your newsletter or else you will get many unqualified subscribers who aren’t really interested in what you have to say.” Nick Leffler, personal branding expert.

7. Get personal

“Rather than sending out mass mailings to your whole database, segment your lists based on the recipients’ interests. For example, if you are a pet food wholesaler and you have a database for cat owners, you can send a mailer to that database with details of a special cat offer on your website. It’s always useful to build the demographics of your database so you can do more effective marketing through segmentation.

Think of this as a “boutique” mailing. Handpick a small list of people with whom you want to develop a relationship. For example, people who fit the profile and persona of your perfect client. You’re not shot-gunning a message to thousands of strangers here, you’re picking out just the right ones, because you know they will love doing business with you, and they are right in your wheelhouse. Make sure the piece you send them is highly personalized, so they’ll never forget it. With today’s variable data digital printers, how much you can personalize a mailer is limited only by how much you know about the recipient. Don’t settle for just personalizing their name in the salutation; include their company name and what type of business they are right in your message.” ~ Victor Clarke, Be Better Do More.

8. Use popups to promote special offers

“The strongest email collection method we’ve experimented with is utilizing lightbox popups. Since email opt-in forms are usually nested in a site’s footer or sidebar, lightbox popups make it very easy for users to subscribe to your emails if they choose. We’ve seen success with including strong offers, such as exclusive discounts, in our lightbox popups. We’ve also learned a lot through channel segmentation and experimenting with different lightbox popups depending on how the user got to our site.” ~ Randy Stocklin is the Co-Founder and CEO of One Click and its three global eyewear brands: Readers.comSunglass Warehouse, and felix + iris.

9. Host contests!

“We have had amazing success lately with running giveaway contests. Every month we give away a cash prize of 250-500 dollars as well as 5-10 items from our store. We do a ton of promotion on social media and have been averaging over 100 new sign ups a day. The fantastic part about this is we use a platform so when the customer enters they get extra points for social sharing it across their network. The results have been off the charts!” ~ Candice Galek, CEO and Founder, BikiniLuxe.

10. Make it really easy

“In addition to collecting address at all points of contact, put out signs announcing your ‘text to join’ info, add sign up boxes to your website and all social profiles and be sure to be vigilant about collecting cards when out networking. When you receive a card, be sure to ask the person if they want to be added to your email list – do not add any cards you receive, without asking. It all comes down to remembering that these are PEOPLE, not just email addresses, and treating them respectfully – as you would any customer, in real life!” ~  LisaMarie Dias of LisaMarie Dias Designs works with business owners to leverage social media for profitable growth.

11. Offer free resources that are relevant to your target customer

“Provide something of value to your target customer, for free, and in an immediately consumable format  — such as a downloadable report or e-book. It is important that the product you provide in exchange for the person’s e-mail address be relevant to your target customer, otherwise you may be collecting e-mail addresses from people who will likely never become a customer of yours. The product itself must be relatively short, and relieve a person’s immediate pain point. Some examples –• Do you operate an indoor playground in Tacoma, WA? Offer a “5 things to do with your kids on a rainy day in Tacoma, WA” guide (and include your business as one of the places to visit).• Are you a real estate professional in Phoenix, AZ? Offer a “10 housing trends in Phoenix, AZ that every homebuyer needs to know” report.Reports like this are great, as they not only provide immediate value to your potential customer, but the content of the guides can easily be shared across all of your web presence and social media platforms, allowing you to get more bang for your buck!” ~ Tim Maciejewski, a digital media and marketing expert who helps Real Estate Professionals to build their businesses.

12. When all else fails, be proactive and track it down

“Let them give it to you! Traditionally speaking, an individual who ends up on our site is there for a specific reason. They are interested in our products or our content. If your products and content are good enough, you can charge a toll. The toll, in this case, is their email address! Whether it be by requiring an email when making a purchase, or providing an email to continue reading an informative article, this is one of the best ways to naturally get a list of email addresses correlated to your clients. You can also seek them out on social media or on their personal website. You would be surprised to see how many people include their emails on their LinkedIn, their Twitter, and their personal websites.” ~ Matthew Mercuri, digital marketing manager at Dupray, Inc. a manufacturer of steam-cleaning appliances.

13. Gate your content

“As a B2B company, we always need to find different ways to obtain leads. Doing more than just cold calling, sourcing lists and attending events, we have content as the backbone to our entire marketing strategy. Two surefire ways that we have found to collect existing customer information and new leads, is through our gated content and surveys. Our gated content includes webinars, ebooks, whitepapers, and guides.

We host 4 webinars every month, all of which are gated. meaning people need to input their email contact information to register. We use On24 for these purposes and then input them into our Salesforce account.

For our ebooks, white papers, and guides, we have about one “large” piece like this every 2/3 months. We set up both a gated and non-gated landing page: gated for our non-existing clients to input their information and ungated for existing clients who we already have their info. We create the forms for these landing pages so a customer profile is automatically created for each lead so that we can track what they click on and download.

We also have found surveys to be a very effective way to obtain email addresses. We do surveys to help us create future content pieces down the road (infographics, guides, blogs, etc.), and as an incentive offer the people the chance to win a gift card if they input their information. We have found this to be very successful in allowing us to obtain new emails. They key is to distribute in more than just your database. We use onsite events, social media, and our partner network to distribute the survey so that we are getting new participants to add to our database!” ~ Kristen Carvalho, Sr. Content & Social Media Manager, etouches.

14. Ask for it!

“We run a high-tech company but our approach to collecting email addresses from our customers is distinctly low-tech, we ask them for it when they purchase a product or service. We’ve converted to a fully paperless customer experience so project estimates, progress updates, invoices, and receipts are all done through email. The very next question for a new customer after, “What’s your Name?” is, “What email address would you like us to use?” I think this emphasizes with the customer how important their email is to us and sometimes we follow-up by explaining it’s how we handle all of our communications and documentation. This explanation sometimes leads customers to switch from giving us their “throwaway” email to giving us their primary. For returning customers, we always verify that we have their current email address.The customer’s email address is associated with the customer in our billing system which is Zoho Invoice. About 3-4 times a year, we send emails out to all of our customers. For this, we extract the emails from Zoho Invoice to a spreadsheet, do a little clean-up and then upload them to our mass email provider. Customers are of course able to opt-out of those mailings in which case they only receive emails resulting from billing events.” ~ Steve Hamrin, owner of Hartland Computer Repair and Campus Computer Repair.

15. Employ social “chat”platforms to instill a sense of urgency

“Try ‘Snapchat’ and other temporary platforms, because by making sure the language of your ‘pitch’ is selective, you will see a rise in the number of responses as it cultivates a special community of users. From a psychological standpoint, if the offer is time sensitive, users are more likely to enter. Especially in the age of Snapchat, if you give your customers, and potential customers, a chance to follow you for a limited time on Snapchat (or a chance to take hold of the account for a day), you will also see a rise in the interest of your campaign. Finally, companies can go a step further and keep the prize or giveaway items secret. This will stir up speculations on social media and will cause more users to share your campaign. Just make sure not to disappoint with the prize or you might see some backlash.” ~ Sam Wheeler of Inseev Interactive.

16. Use motion to catch website visitors’ attention

“I’ve tried popups, but my current favorite is a scrolling box that creeps up when a user scrolls down the page, about a third of the way. I’ve used this Dreamgrow Scroll Triggered Box plugin and Sumome’s Scroll Box. Your copy should have a unique proposition to decrease users from bouncing instantly. Adding scarcity is also useful for increasing leads.  Limited spots available, or a countdown to the end of the deal for signing up will help with impulsive email submits. Once you are getting some emails in your new form, split test everything you can.  Colors, headlines,the submit button itself should be getting A/B tested.  Optimizely is a great tool for getting started with this.” ~ Mike Terry, digital marketing manager at 80 Proof Digital.

17. Offer a content upgrade

“Craft a very actionable blog post that’s specific to your audience and worth sharing. A list of tips is always appealing. Then place a line of copy at the beginning and end of the post that offers to send them the list of tips in printable, pdf form if they enter an email address. It’s great because it allows them to take action on the information more easily. To make the signup very simple and tempting for the visitor, we include a link in the copy and have a popup with the email signup appear when they click. There are a bunch of options to achieve the “click to popup” but we’re currently using the PopupAlly Pro WordPress plugin.” ~ Nicole Heymer, owner of Curio Electro, an online marketing firm that works with design firms and other visual brands.

18. Make your users smarter

“We use education as a carrot to attract new subscribers to our e-newsletter.  We do speaking engagements in the community and via webinars and inevitably audience members ask about the costs of our services.  I like to use that opportunity as a reminder that we issue a branded e-newsletter called iMpact and that it is a great resource for free tips on how to do marketing. In addition, when visitors land on our website, we have a layover [popup] feature that encourages them to subscribe to iMpact. We learned after about a year of publishing iMpact that our audience clicks the most on the links for our articles (typically “how-to” and “tip” style posts).  As a result, we have increased the number of articles we feature in iMpact to give our audience what they engage with most.  In the 12 months since we began iMpact, our email list has grown to almost 2,000.” ~ Randy Mitchelson, VP of sales and marketing at iPartnerMedia. 

Is there an email collection tip or tool you’d like to share?

Email Marketing

How to Use Email Lists Without Breaking Amazon’s Terms of Service

So you have an email list. Now what?

Here are 10 types of emails that Amazon sellers can use to build a brand, develop customer relationships, drive sales and grow their business.

1) Welcome Email

The welcome email is crucial. This is the message sent out right after someone opts in to your list.

Use the welcome email to set the tone for your brand as well as let customers know what they can expect to receive from your communications. The welcome email is a great opportunity to tell your brand story, so that your readers (soon-to-be customers) ‘buy in’ from the get-go.

According to Easy-SMTP, welcome emails generate 320% more revenue per email than other promotional emails:

Welcome Emails Easy SMTP

It’s helpful to include a powerful call-to-action to ‘shop now’ in the welcome email. Now that you have the buyer’s attention, it’s important to capitalize on that immediately. You only have one chance to make a good impression. So make it count!

Read this guide to learn more about best practices for e-commerce welcome emails.

2) Curation Email

Curate means to collect and store information. A curation email for an e-commerce brand shows the top products sold per category in the last month or recommends a list of products that a subscriber might like, with nice images next to each so readers can easily click on them.

The e-commerce clothing brand Huckberry does a great job with email marketing. And although they don’t sell on Amazon, brands that do sell can learn a ton from their marketing efforts. Here’s an example of a curation email from Huckberry:

image4 1

There’s a beautiful display of the top-trending products across different categories.

Another type of curation email would be recommending a list of products that a subscriber might like, based on previous actions they’ve taken. Amazon’s recommendations is one of the tricks that helps them rake in over $178 billion in 2017. You can use this approach, but featuring just your own products.

image6

3) Referral Email

You can get your current customers to refer you more customers. But don’t just send one email to ask your customers to refer their friends; a solid referral campaign involves several emails, such as:

  • An invite email to explain the offer and get customers excited about the campaign by explaining the benefits.
  • reminder email to once again explain the benefits. People risk their social reputations by sharing products to their networks. Give them a reason to share.
  • Follow up with a thank you email when customers start sharing with their friends. This will hopefully encourage them to share even more.
  • Finally, reward emails and scoreboard emails let your customers know what they have won from sharing and lets them know of the progress made by their referrals. Sharing this info motivates them to win even more.

For a more in-depth look into referral e-mail campaigns, check out Extole’s resource.

4) Discount Email

This one is pretty simple and much loved by customers. You can include discounts in the initial welcome email series to encourage sales right away. Or you can send discounts to your most loyal fans.

You can use discounts and promotions on Amazon to get an initial kick in sales velocity to launch a new product. And you can also use them to get a quick boost in keyword rankings.

Amazon gives you the tools to create single-use promotion codes (so no one takes advantage of your generosity and buys up all your inventory). Here is a step-by-step guide to creating single-use Amazon promos:

Amazon Promo Code

Just be careful. Don’t give discounts too often or customers will only purchase when a discount is available.

5) Order Confirmation

An order confirmation email is essentially a digital receipt. But like all email communications, it’s an opportunity to shape the customer experience, which you can nurture by:

  • Imprinting your brand identity into the order confirmation (humor is always a good move!).
  • Making sure you manage customer expectations by letting them know when they can expect to receive the product.
  • Reminding customers of the benefits of their purchase.
  • Including tips on how to best use the product, mistakes to avoid, or any other type of valuable content.

Happy customers means less returns, better reviews, more repeat purchases, and more referrals.

6) Upsell/Cross-Sell

Would you like to supersize your meal? Do you want fries with that?

McDonald’s is the king of upsells and cross-sells.

Customers who have already bought from you are more likely to give you additional money than those who have not bought from you yet. According to a report by Monetate, existing customers spend almost double that of new customers:

Monetate new v returning visitors

Use this as an opportunity to recommend complimentary (cross-sell) and higher-ticket (upsell) items. Once again, Amazon does this on their site, so you can use email marketing to do it for your own products.

7) Cart Abandonment

This is not so much an issue if you are exclusively selling on Amazon, but if you are selling on your own e-commerce site, this is a no-brainer.

If a customer adds an item to their cart, 69.23% of the time it doesn’t result in purchase. While over half (54%) of customers abandon their cart because of unforeseen costs such as expensive shipping, 16% was due to bad site navigation and 21% due to a long process.

Statista cart abandonment

Source

These are all obstacles that could potentially be overcome through follow-up emails. Offering a time-sensitive discount, or even simply free shipping, can lead to more conversions. You won’t recover all sales, but it’s one of the easiest way to increase sales with emails.

Shopify has a blog post that details 13 amazing abandoned cart emails (and what you can learn from them).

8) Re-engagement Email

The purpose of a re-engagement email is to encourage customers to take a very specific action. If someone hasn’t interacted with your brand in a while, entice them to re-engage with something valuable.

Examples include:

  • Like our Facebook Page
  • Respond to this Email
  • Save Now on All Shoes
  • Shop Now and Get Free Shipping

Get them to say “Yes”  – and if they don’t respond, it might be a good idea to clear them from your list.

9) Survey Email

The more you know about your customers, the better. Sending surveys is a great way to gather insights to make more informed decisions about marketing, product development, etc. Doing a survey could help you discover:

  1. What type of content do your subscribers want to receive?
  2. What categories of products are they most interested in?
  3. Why did they abandon their cart?

When creating a survey email, it’s important to be respectful of your customers. Managing their expectations is critical, so let them know what the survey will be about and how long it will take. Offering an incentive is often a good idea as well, but be careful. Giving away a freebie may bias the data towards those who only want the free item. Offering a discount is probably a better approach than a free gift.

Here’s a great example of a survey email from Anthropologie:

image5

They do all the things listed above (manage expectations, offer incentive), and also include a deadline and great aesthetic.

10) Thank You Email

Last, but certainly not least, send your customers some love. Thank you emails are a great way to show your customers you care. After all, you would not have a business without your customers.

According to Remarkety, thank you emails have higher open and click-through rates compared to other emails, and convert at 10%, on average:

thank you email data

Remarkety recommends the following points to increase conversions in thank you emails:

  • Keep the subject line short.
  • Include coupons (with multi-tiered loyalty programs, i.e. the more you buy, the better the rewards).
  • Provide personalized recommendations (see #2 “Curation Emails”).
  • Ask for feedback (see #9 “Survey Emails”).

Some Considerations for Email Marketing

  • Have a goal for each email. Whether it’s click-throughs, responses or sales, make sure each message you send has a clear objective. And keep track of whether or not you are hitting your objectives.
  • Optimize for mobile. More and more people are checking their emails on their phones, so make sure that your email is optimized for mobile. You don’t want to put in all the work to make a great looking email with excellent copy, and then the customer can’t even read it.
  • Make it human. No one likes to be sold to. But we love stories. And we love humor. Infuse your brand’s personality into every email.
  • Keep it relevant. Be respectful of your subscribers’ attention and only send stuff to them that they will care about. Using tags and sorting features made available by most email marketing tools are a great way to keep content relevant. If someone surveyed says they are interested in women’s products, don’t send them emails about prostate health.

In Summary

Email marketing is a great way to build relationships with customers, keep them engaged and make more sales. Amazon sellers can grow their business and brand by collecting emails. If you collect emails off of Amazon, before a customer reaches Amazon, you can use them for marketing purposes without breaking Amazon’s Terms of Service.

Email Marketing

How to Collect Buyer Emails Without Breaking Amazon ToS

Email lists can help Amazon sellers build a stronger business by making sales on and off Amazon, and building deeper customer relationships and brand recognition. Sounds good, right? But doesn’t collecting emails go against Amazon’s Terms of Service?

Let’s see exactly what Amazon has to say on the subject. Here are the Prohibited Seller Activities and Actions related to email marketing taken directly from Amazon’s site:

Attempts to divert transactions or buyers:

Any attempt to circumvent the established Amazon sales process or to divert Amazon users to another website or sales process is prohibited. Specifically, any advertisements, marketing messages (special offers) or “calls to action” that lead, prompt, or encourage Amazon users to leave the Amazon website are prohibited. This may include the use of email or the inclusion of hyperlinks, URLs, or web addresses within any seller-generated confirmation email messages or any product/listing description fields.

Inappropriate email communications:

Unsolicited emails to Amazon customers (other than as necessary for order fulfillment and related customer service) and emails related to marketing communications of any kind are prohibited.

Direct email addresses:

Buyers and sellers may communicate with one another via the Buyer-Seller Messaging Service.

So it’s pretty clear that you cannot use emails to redirect customers from Amazon to another website. And it’s also clear that you cannot send marketing messages of any kind to Amazon customers. Amazon has its own messaging service to contact buyers.

So they key to building email lists without breaking Amazon’s Terms of Services, then, is collecting emails before a potential customer reaches Amazon. Why is this ok? Because if you collect an email off of Amazon, then it’s not Amazon’s customer.

There are two criteria for building email lists without getting into trouble with Amazon:

  • Collect the email off of Amazon
  • Collect the email before a sale is made on Amazon

By following these rules, you aren’t redirecting customers away from Amazon. If a sale is later made on Amazon, then you are directing customer to Amazon.

And you aren’t messaging Amazon’s customer. You collected the email all on your own, so it’s not Amazon’s customer, it’s yours.

Methods for Collecting Emails

Five years ago, it was much easier to sell exclusively on Amazon, but today, the Amazon marketplace is very, very crowded.

So the general strategy that I am recommending is an integrated approach. Take advantage of all that Amazon has to offer while also building your brand off Amazon – which will then help you generate more sales on Amazon.

And if you use the right tools, you can take advantage of Amazon’s popularity and built-in trust factor to collect emails.

1) Email Opt-in Forms on Your Website

Including forms for people to enter their email on your e-commerce website is probably the simplest way to collect emails.

With a tool like Sumo, when visitors come to your website, an email capture form pops up, prompting them to put in their email. Enticing potential customers to join your list with a newsletter on new product releases is one way to collect emails.

2) Content Giveaway with a General Purpose Landing Page

Another way to collect emails is by giving away a valuable piece of free content.

What types of content work?

  • A recipe e-book if you sell cooking appliances.
  • A PDF workout guide if you sell exercise equipment.
  • A 5-day mini-course (sent through an email autoresponder).

Basically, you want to give away something that your target customer will find a lot of value in and will help them use your product more effectively.

The goal of the content is to lead them toward eventually becoming your customer.

You can give away this content through an automated email when someone enters their email address through an opt-in your site. Or you can use a landing page tool like Leadpages. Then you can drive traffic to the landing page through Facebook Ads, influencer partnerships, or other sources.

3) Discount Promotions with Amazon Landing Page Tool

While the two methods above are very effective among people who sell info products and even e-commerce businesses, this third method is especially effective for Amazon sellers, as it utilizes a tool like LandingCube, specifically built for Amazon sellers.

A landing page is generated from an Amazon listing, and on the page, single-use promotion codes are offered in exchange for email addresses.

Amazon sellers can use a tool like this to build a sales funnel for their Amazon business.

Landing Page
Landing Page

Just as with method two, you get in front of potential customers on social media, paid ads, blogs – basically you go to where your target customers spend time on the web – invite them to click on the link, and they arrive at the landing page. There, they see a page similar to the Amazon listing where they are offered a discount code for your Amazon product. If they are interested in the offer, they enter their email address. Then they go to Amazon to buy the product at a discount.

And you have their email to further develop a relationship with them, promote your brand, and get repeat sales.

Email Marketing

Why Should Amazon Sellers Use Email Marketing?

Email marketing can help Amazon sellers take their business to the next level.

Emails are a direct line to the customer, but selling on Amazon alone does not allow sellers to develop customer relationships in the same way that email enables. Yet collecting emails and employing the basics of email marketing can allow Amazon sellers to get more sales on this enormous retail platform. It also gives them the option to drive sales off of Amazon and build a more robust brand that is less vulnerable to penalization threats from Amazon.

In this piece, I’ll discuss how Amazon sellers can build and use email lists to grow their business – all without violating Amazon’s Terms of Service. But before we get into tactics of collecting and using emails, let’s go over 5 benefits that Amazon sellers can gain by using email marketing.

Why Should Amazon Sellers Use Email Marketing?

Selling exclusively on Amazon has some serious disadvantages, but Amazon sellers can collect emails to diversify their approach and mitigate these perils. To build an off-Amazon sales channel makes the business more robust, and collecting emails enables that.
However, many Amazon sellers are concerned about getting kicked off the giant retail platform, so I’m going to explain how to get the best of both worlds: build email lists in order to sell on and off Amazon.

1) Drive Additional Traffic to Your Amazon Listings from Your Email List

Have an email list? Great. Make more sales on Amazon. This is the most obvious benefit.

On Amazon, if customers search for your (non-branded) keywords, you have to compete with all the other listings that show up in their Search Engine Results Pages (SERPs).

 

Amazon Search Engine Results Pages (SERPs).
Amazon Search Engine Results Pages (SERPs).
Sales are being poached through Display Ads and Sponsored Product Ads on your own listings
Sales are being poached through Display Ads and Sponsored Product Ads on your own listings

But by driving traffic to your Amazon product listings via email, you lessen the competition.

Amazon rewards sellers for driving their own traffic. Your rankings will spike from the increase in traffic and sales and then Amazon will send you more customers through organic searches.

2) Use Your Email List to Sell Off of Amazon

One of the amazing benefits of selling on Amazon is having access to a huge base of customers primed to buy. (Get it? Amazon’s membership program is wisely called Prime.) People searching on Amazon already have a high intent to buy, compared to people searching on Google or scrolling through Facebook.
However, this does not come without costs. To sell on Amazon, you must pay referral fees (between 6% and 20% depending on your category) and closing fees. And if you take part in the Fulfillment by Amazon (FBA) program, you pay fulfillment fees ($2.41 to $4.71 for standard-sized items) and storage fees. That’s a lot of fees.

And while almost every e-commerce business would benefit from selling some products on Amazon, if you could generate sales off of Amazon as well, you could forgo Amazon’s fees and keep a higher margin.

The median Return on Investment (ROI) of email marketing is 122%, according to a June 2016 survey from Direct Marketing Association and Demand Metric.

If you have your own e-commerce website, you can make additional sales and keep more money from each sale. Emails allow you to drive sales to your website so you can take advantage of all that Amazon has to offer, while mitigating its downsides.

3) Nurture Customer Relationships

Emails allow you to build a brand in a way that Amazon alone does not allow. With emails you can interact with your customers in a more meaningful way.
While 26% of small- and medium-sized businesses surveyed by DMA used email to drive sales, only 22% used email to increase engagement and a measly 7% used email marketing to drive brand awareness:

what do clients use email for

4) Get Repeat Business

Because email marketing gives you the ability to stay in touch with customers, it’s one of the best ways to encourage repeat purchases.
And repeat purchases are really great. Why? Every time someone buys from you, the chances they buy again increases. According to RJ Metrics, while only 32% of first purchases result in a second purchase, 53% of customers who buy twice will buy a third time, and so on.

Getting loyal, repeat customers is one of the best ways to turbo charge your business’s growth.

5) Keep Selling via Email if You Get Kicked Off of Amazon

When a customer buys on Amazon, the online retail giant is pretty adamant that it is their customer, not yours. They don’t give you access to customer email addresses because they don’t want you redirecting their customers to other sites.

However, if you collect emails in a compliant manner (we will discuss how to do that below), then if you get suspended from the Amazon marketplace, no problem – you can keep selling off of Amazon with the emails.

6) Sell Your Business at a Higher Profit with an Email List

If you want to eventually sell your business through an online business brokerage like EmpireFlippers, having an email list will make your business more valuable.

An email list contributes to a company’s “moat.” It makes it more robust to competition, which is why it increases the valuation multiple for FBA businesses.

Email Marketing

How to Use an Email Address to Find Amazon Reviewer on Facebook

So you want to look up or add someone on Facebook, but maybe doing it by searching for their name isn’t an option. If you know their email address, you might be able to find their profile — but it’s not guaranteed.

Why Look Someone Up on Facebook Using Their Email?

Here are three typical reasons why you might want to use someone’s email address to find their Facebook profile:

  • Their name is so common that it’s too difficult to spot it among all the other Facebook users with the same name when you do a name search.
  • They haven’t listed their full name on their Facebook profile (perhaps using a nickname as a first name or a middle name as their last name).
  • They (or you) don’t know their Facebook username/URL so you can’t use it to go directly to their profile.

Search Facebook Accounts by Email Address

It’s really tough to find Amazon reviewer on Facebook because it’s being used by 1.44 billion people around the world. Here I will show you how to do an advanced search on Facebook.

Search for an Email Address in Facebook’s Search Field

This will only work if the person you’re looking for has their email address listed as public in their About info. Many people don’t have this listed to maintain their privacy, so chances are more unlikely than likely that you’ll find a person’s profile this way. Still, there’s no harm in at least trying.

        1. Navigate to Facebook.com in a web browser or open the app on your mobile device and if necessary, sign into your Facebook account.

        2. On the web, type (or copy and paste) the email address of the person you want to find into the Facebook search field at the top of any Facebook page and press the Enter or Return key.

          On the app, tap the magnifying glass at the top of the screen, enter the email address into the search field and tap Go/Search.

          joe.cool@gmail.com entered into Facebook search field
        3. By default, this search delivers results about anything related to your search — including pages, places, groups and more. Select the People tab to filter out everything except user profiles.

          Facebook will only show you profile results for people who have made their email or contact information public or who already have a connection to you.

        4. If you see a matching email address in the search results, select the person’s name or profile photo to go to their Facebook profile.

          If you can’t spot the correct profile in your results, you can try filtering the results if you know other information about this person. On the web, use the filters on the left side to filter by city, education, work or mutual friends. On the app, use the filter buttons in the horizontal menu at the top.

        5. Select Add Friend if you want to send them a friend request.

          If you don’t see this button, they might not all people to send them friend requests without a mutual friend connection. In this case, you might have to select Message to send them a message asking them to send you a friend request first.

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