Amazon Email Marketing: A Guide to Using Manage Your Customer Engagement Tool
In 2021, Amazon launched a new email marketing tool called MYCE (Manage Your Customer Engagement Tool), which has since been rebranded as Brand Tailored Promotions. This tool allows brand-registered sellers to send direct messages to shoppers who have “followed” their brand store on Amazon. In this blog, we’ll show you how to use this tool effectively to boost email retention.
What Is Amazon’s Brand Tailored Promotions?
In the past, Amazon sellers had to follow strict guidelines when sending promotional messages so that they didn’t end up bothering customers. When Brand Tailored Promotions was introduced, there was a complete shift in this belief.
Now, with Brand Tailored Promotions, you can send personalized email campaigns to your followers. This tool allows brands to send personalized email campaigns to their followers. These emails can include brand-specific elements like logos and product images, distinguishing them from Amazon’s standard emails.
Besides this, Brand Tailored Promotions also comes with useful metrics like open rates, delivery rates, and conversion rates to help you see how your campaigns are performing.
Currently, Brand Tailored Promotions various types of targeted promotions, allowing brands to engage with different customer segments effectively. Amazon has noted that they are working on expanding the available email templates to provide even more customization options in the future.
How Does Amazon Brand Tailored Promotions Work?
Firstly, if you want to send targeted emails to customers, they need 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 boost 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 you will only see information about the audience groups that meet your promotional criteria.
After preparing your email marketing for Amazon sellers campaign, it goes through a review process, which can take up to 72 hours. If you have an important announcement to make, make sure to schedule your campaigns accordingly. Be sure to plan accordingly, as the promotion will only go live after it is approved and on the start date you specify.
Eligibility Criteria to Use “Amazon Brand Tailored Promotions”
To access Amazon’s Brand Tailored Promotions, you’ll need to:
– Have an active Amazon seller account.
– Be enrolled in the Amazon Brand Registry Program.
– Have a follower base on your Amazon Store.
When it comes to the last point, keep in mind that the key requirement is meeting the audience size thresholds for the specific types of promotions you want to run.
How to Access Brand Tailored Promotions
Step 1: Log in to your Amazon Seller Central Account
Step 2: Go to the Advertising section
Step 3: Select Brand Tailored Promotions
Is Amazon’s Email Marketing Tool Free?
Yes, this is a free tool. All you need to do is be a registered brand seller. If you can’t find the option after following the steps mentioned earlier, make sure that you have sufficient brand followers.
You can acquire followers by using Amazon Posts to feature quality content to your existing customers or customers who have bought a product from you before.
How to Set Up Email Marketing Campaigns Using Brand Tailored Promotions
To set up an email campaign using Amazon’s Brand Tailored Promotions, follow the steps below:
Step 1: Submit Your Brand Logo
Make sure your logo has a horizontal layout that has a ratio of 3:1 or narrower. You can use JPG format for logos on black or white backgrounds and PNG for those with transparent backgrounds.
Step 2: Include a Product that Has Been Recently Launched
As mentioned before, Brand Tailored Promotions is designed to promote newly launched products. Focus on promoting a product that has been launched within the last six months and is available for purchase.
Step 3: Choose a Relevant Image
Upload a lifestyle image or an image that highlights the benefits 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
After submitting your campaign with all the necessary images and choosing your schedule, you’ll need to wait up to 72 hours for Amazon to review it. If your campaign is rejected, check Amazon’s Content Requirements, make any needed changes if required, and resubmit. Once approved, your emails will be sent out.
Best Email Practices for Customer Retention
Brand Tailored Promotions includes a standard template where you can include your brand logo, product images, and a subject line. While it may seem like you don’t have much space for creativity, there are ways to make your emails stand out.
Here are some best practices to help you use Amazon’s Brand Tailored Promotions for better customer retention:
1) Use a Catchy 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 pique the customer’s curiosity so that they open the email.
2) 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:
– Your image should not contain any Amazon logos or trademarks.
– The product should take up at least 85% of the image space.
– Make sure the image is high quality and in focus.
– The image should not include any offensive or inappropriate content.
3) Send the Email at the Right Time
The timing of your email is as important as its content. Try to schedule your emails around paydays or during holiday seasons. People are typically more open to buying during these times, so your email might get more engagement.
4) Measure the Success of Your Emails
Once your campaign is live, it’s important to track its performance. Amazon offers helpful metrics for this:
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 figure out what’s working and what you can improve for future campaigns.
Do You Still Need to Use Traditional Marketing Tools When Using Brand Tailored Promotions Tool?
Yes, you do. While Brand Tailored Promotions is a great tool for reaching Amazon customers directly, it does have some limitations. For example, it doesn’t offer many options for customizing your emails, and it can only reach shoppers on Amazon.
On the other hand, traditional email marketing tools give you more control over how your emails look and allow you to reach a broader audience, not limited to Amazon customers.
So, it’s best to use Brand Tailored Promotions as an additional tool that complements but doesn’t replace, your existing Amazon email marketing strategies.
How Often Should You Send Emails Using the Braind Tailored Promotions Tool?
Consider sending emails either every two weeks or once a month and send them only when you have special promotions or new product releases.
Summary
Amazon’s Brand Tailored Promotions is an effective tool to improve your customer retention. By following the best practices in this guide, you can keep your customers engaged. So why wait? Start using Amazon’s tool today.
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!
