How much feedback a product generates can make or break the success of that product and its brand on Amazon.
Buyers tend to gravitate towards items and brands that have a high number of positive feedback scores as this feedback makes the buyer feel more comfortable that he or she is making the right purchase decision.
Email marketing is an excellent tool for sellers to use to help generate more feedback. A well thought out and executed email strategy can boost feedback scores and, in turn, sales.
Adhering to Amazon’s Email Guidelines
There are many ways to craft an effective email campaign for generating feedback on Amazon, but it is important to make sure that the email drafts that you create adhere to Amazon’s buyer-seller messaging guidelines. In addition to being forbidden from marketing or promoting in these emails, sellers are also not allowed to explicitly request positive feedback or to offer an incentive for it.
With this in mind, it will be important to create an email sequence that can be effective in its call to action without breaking any of Amazon’s rules. Please take the time to review the latest guidelines before finalizing your email strategy to make sure that it is in line with Amazon’s protocol.
An Example of an Effective Email Sequence
Sellers worried about potentially bothering their customers should take solace in the fact that Amazon now allows buyers to opt out of receiving seller emails. This means that buyers who do not want these types of correspondences always have the option of opting out of them, so those that are still opted in should be receptive to 2-3 well-crafted and useful emails from you. If done well, these emails are likely to elicit a positive response in the format of feedback for your brand.
With FeedbackWhiz, this entire process can be automated. Sellers that use the service can select and modify templates that will automatically be populated and sent when scheduled to do so. For example, using built-in tags like [Buyer’s Name] and [product name] in your template, the customer’s name and the product they purchased will automatically be inserted into these spots. This saves you the time and energy of needing to personalize each and every one of these emails.
The First Email: Confirming the Purchase
Shortly after an item has been shipped is a great time to reach out to the customer with an email. A FeedbackWhiz template could be set up to automatically send this email as soon as it is marked as shipped on Amazon or perhaps a day or two after the order was processed, for instance.
The goal of this email is to let the buyer know that you are there for them if they need anything and to offer them some additional information or tips about their purchase. Use the buyer’s name and the product purchased in the title of the email to increase the likelihood that the email is opened. Here’s what the first email might say:
Hello [Buyer’s Name],
My name is [Your Name] from [Your Brand]. Thank you so much for purchasing our [product name]! We strive to provide high-quality products to our customers and sincerely hope that you enjoy this one!
Our product can be used and enjoyed in many different ways. We’ve put together a guide with five innovative ways to get the most out of your purchase!
Please feel free to check on the status of your order here [order link].
If you have any questions, don’t hesitate to contact us. We will reach out again soon to ensure that you are enjoying your purchase. [Include customer service contact links]
The Second Email: Following Up on the Order
You can send (or schedule) this second email about a week after the product was expected to arrive. This gives the buyer a chance to use the product and to hopefully enjoy it. For less complex items, you may not need to wait an entire week to reach out. Here’s what the second email could look like:
Hey [Buyer’s Name],
It’s [Your Name] from [Your Brand] again! Our records indicate that your product was successfully delivered a few days ago.
How are you enjoying it so far?
Amazon’s community relies on people like you to leave feedback on the purchases that they make. Your feedback will help us to make sure that we continue to improve our product and will help other buyers to make their purchase decision.
Please consider leaving a product review here if you have the time [Link to product review].
If you are having any problems with your product, please don’t hesitate to get in touch with us. We are here to help and would love to resolve your issue as soon as possible. [Include customer service contact links]
The Third Email: The Last Follow Up
If you are using FeedbackWhiz, you will be notified when a customer leaves a review on their purchase. Two emails will often be enough to do the trick, but if not, it is worth sending out a third and final one. It could go something like this:
Hey [Buyer’s Name],
It’s [Your Name] from [Your Brand]. I just wanted to follow up one more time now that you’ve had your product for a few weeks to make sure that you are still enjoying it. If you have any questions or concerns, please let me know!
If you haven’t already, please consider leaving a quick product review. It would be a tremendous help to us and other buyers in the market for products like this one. Thanks! [Link to product review]
Final Thoughts
Some methods of calls to action are more effective than others. Certain keywords, layouts, and colors will have an impact on how customers interact with the emails that they receive.
For example, the color red is often referred to as the “buying color” as it elicits emotion in us to take action. Orange and yellow are more mild versions of the same concept. This is why so many retailers use these colors on their clearance stickers to entice customers into taking action!
The templates above are just examples of a starting point to your email strategy. FeedbackWhiz templates can be customized with all kinds of eye-catching things like images, GIFs and different colored buttons. A website like Da Button Factory can be used to create a customized call to action buttons that can be directly linked to things like the feedback request page.
With so many options to choose from when formatting and writing out your email templates, it is helpful to have a software tool like FeedbackWhiz to help you track your analytics. Analytics can help you track email campaigns for how well different titles and links are performing so that you can make the tweaks necessary to get the most interaction you can out of your email marketing strategy.
Working out what emails perform the best will lead you to convert more of your customers into those that leave positive feedback. Higher feedback reviews lead to higher sales, leading to more customers to convert. The cycle keeps going and the money in your account keeps growing!
