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Amazon Email Marketing: A Guide to Increasing Email Retention Using Amazon’s Customer Engagement Tool

Amazon myce

Amazon Email Marketing: A Guide to Increasing Email Retention Using Amazon’s Customer Engagement Tool

If you’re selling products on Amazon, you already know how important it is to keep your customers coming back for more. One great way to do this is through email marketing. Fortunately, Amazon has streamlined this process by introducing the Customer Engagement Tool for Brand Registered Sellers.

With this tool, brand owners and their authorized sellers can send direct messages to shoppers who have shown interest by “following” the brand on Amazon. In this blog, we will guide you on how to use this tool effectively to increase email retention.

What Is Amazon’s Manage Your Customer Engagement Tool?

Amazon myce

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In the past, Amazon sellers were required to adhere to strict guidelines when sending promotional messages to buyers in order to prevent customer harassment. However, with the introduction of Amazon’s Manage Your Customer Engagement Tool (MYCE) in 2021, there has been a notable shift in how sellers can engage with their customers.

With MYCE, sellers on Amazon can create and send targeted email campaigns to their followers on the platform. Unlike the standard emails sent by Amazon, these messages can be personalized to reflect your brand identity. This means you can incorporate your brand logo and product images. This way, your customers will readily recognize that the message is coming from your brand, rather than just another generic email from Amazon.

Beyond the customization options, MYCE also provides valuable metrics such as open rates, email delivery rates, and conversion rates to evaluate the effectiveness of your email campaigns.

For now, MYCE only allows brands to make new product announcements and to notify followers of active promotions. Amazon has mentioned that more types of email templates are being developed, though it hasn’t provided details on what those will include.

How Does MYCE Work? 

To send targeted emails to customers, it’s essential for them to become followers of your brand. This means that they need to hit the “Follow” button on your Amazon Brand Store. To build your brand’s following, Amazon suggests using Amazon Posts, a separate tool designed to enhance customer engagement and build loyal relationships among existing and repeat customers.

When it’s time to set up your email campaign, it’s important to note that you won’t have access to any individual customer data. You’ll only be able to see the total number of shoppers who will receive your email.

After preparing your email campaign, it will be submitted for Amazon’s review and approval. This process can take up to 72 hours, so it’s recommended to schedule your email campaign several days in advance. Once approved, your emails will be circulated to your brand’s followers within a 5-day delivery window.

Eligibility Criteria to Use “Amazon Customer Engagement Tool”

To access Amazon’s Customer Engagement Email Marketing Tool, sellers need to fulfill the following criteria:

  • Be enrolled in the Amazon Brand Registry Program.
  • Have a follower base on your Amazon Store.

How to Access MYCE

To access the Manage Your Customer Engagement tool, follow the steps below:

  • Log in to your Amazon Seller Central Account.
  • Navigate to the Brands section
  • Select Customer Engagement

Is Amazon’s Email Marketing Tool Free?

Yes, Amazon’s MYCE email marketing tool is free of charge. All you need to do is be a registered brand seller. If you can’t find the option after following the steps mentioned earlier, ensure that you’ve built a following for your brand. You can do this by using Amazon Posts to feature quality content.

How to Set Up Email Marketing Campaigns Using MYCE

To set up an email campaign using Amazon’s Customer Engagement Program, follow the steps below:

Ensure your logo has a horizontal layout with a ratio of 3:1 or narrower. Acceptable file formats include JPG for black or white backgrounds and PNG for transparent backgrounds.

Step 2: Include a Recent Product

As mentioned before, MYCE is designed to promote newly launched products and promotions. Be sure to highlight a product that has been introduced and is ready for purchase within a timeframe not exceeding six months.

Step 3: Choose a Relevant Image

Upload a lifestyle image or an image that highlights the advantages of your product. Make sure the image is in compliance with Amazon’s image guidelines.

Step 4: Schedule Your Campaign

Select a five-day time frame, from Monday to Friday, during which you’d like your campaign to be sent out.

Step 5: Wait for Approval

Once you’ve uploaded the required images and chosen your delivery schedule, submit your campaign for review. Expect this approval process to take up to 72 hours. If your campaign is rejected, review Amazon’s Content Requirements to identify any issues. After making the necessary adjustments, resubmit your campaign, and upon approval, Amazon will send your email to your brand’s followers.

Best Email Practices for Customer Retention

Amazon’s MYCE tool comes with a standard template that includes space for your brand logo, product images, and a subject line. While this may seem limited, there are ways to make your emails stand out. Here are some best practices to help you use Amazon’s MYCE tool for better customer retention:

Include a Relevant Email Subject Line

The subject line is the first thing your customer sees. Make sure it’s not just relevant but also catchy. It should give customers a good reason to open the email.

Stick to Amazon’s Image Guidelines

Getting the right product image is crucial for engagement. Below are Amazon’s guidelines to make sure your image gets approved and makes an impact:

  • No Amazon Logos: Your image should not contain Amazon’s logos or trademarks.
  • Fill the Frame: The product should take up at least 85% of the image space.
  • Quality Matters: Ensure the image is high quality and in focus.
  • Keep it Clean: The image should not include any offensive or inappropriate content.

Time It Right

 

The timing of an email can be just as important as what’s in it. Consider sending your emails during paydays or holiday seasons to get more attention. These are ideal periods when people are more willing to make a purchase.

Measuring Success

 

After your campaign is live, you need to know how well it’s doing. Amazon provides useful metrics like:

  • Open Rate: How many people opened your email.
  • Click-Through Rate: How many people clicked a link in the email.
  • Conversion Rate: How many people made a purchase after clicking your email.

Use these metrics to identify what’s effective and where improvements can be made for upcoming campaigns.

Does Using MYCE Eliminate the Need for Traditional Email Marketing?

 

You might wonder if using Amazon’s MYCE tool means you can put traditional email marketing on the back burner. The simple answer is no. MYCE is great for directly reaching Amazon customers, but it has its drawbacks. For instance, it offers limited options for customizing your emails and can only reach shoppers on Amazon.

On the other hand, traditional email marketing tools give you more control over how your emails look and who they reach. These tools let you connect with customers from various sources, not just Amazon. Therefore, MYCE should be seen as a complementary tool, enhancing but not replacing your existing email marketing efforts.

Summary

Amazon’s Customer Engagement Tool is an effective way to improve your email marketing efforts and increase retention. By following these best practices, you can keep your customers coming back. So why wait? Start using Amazon’s tool today to engage your customer base effectively.

Looking for expert assistance in managing your Amazon seller account? Enso Brands offers a comprehensive range of one-stop Amazon services tailored to optimize your performance and maximize your potential on the platform. Contact us today and discover how we can help your business thrive on Amazon!

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