There is an art to the customer email that only the most successful Amazon sellers have mastered. The formula is relatively simple. There are certain types of emails you should send to buyers, and others you should not.
One type of email you should absolutely send is the feedback solicitation, but there are things to know about feedback emails to ensure success and Amazon compliance.
Know Amazon’s Rules About Feedback Solicitation
Amazon expects that you’re going to ask your buyers for feedback. There are things you are not allowed to do under Amazon’s policies, and knowing them keeps you out of hot water and can result in better feedback scores.
Specifically, you must not:
Ask for feedback in a manipulative way, like offering special deals or offers in return for feedback.
Include a link to an external website in your feedback solicitation. Amazon doesn’t allow you to direct people to a site other than theirs, so self-promotion in this way is prohibited.
Promote products not offered on Amazon in your email.
Include heavy promotional language. A link to your store is OK, but beyond that, emails with a heavy promotional tone are frowned upon.
Staying compliant with all of Amazon’s policies is essential to the success of your eCommerce activities. But, just like there are things you should not include in your emails, there are other things you should.
Make it Easy for Your Customer to Provide Accurate Feedback
Depending on how many emails you have to send each day, it can get laborious to include a lot of detailed information. You should, however, make it easy for your buyer to provide feedback by:
Reminding them what they bought - generic emails that don’t include product information for the items purchased can get lost in the shuffle. Make sure to include a list of the customer’s orders in the email. That will help them write a detailed review that speaks to the items you sold them.
Providing the item number, date of purchase and other pertinent information so that the customer knows the exact transaction you’re requesting feedback on.
Personalizing the email with the customer name. It’s proven that emails with the customer’s name result in a better open rate because they are considered more trustworthy.
It might seem like too much work to include all this detailed information in your feedback request, but there are tools available to make it easy.
FeedbackFive Can Help
Rather than taking a DIY approach to customer emails, FeedbackFive’s email wizard lets you choose from an assortment of customer-friendly templates that convert well to mobile, choose the information you want to include in each email and it allows you to customize your email settings. You can tell the tool when to send an email after a transaction has ended. This saves you time and can result in better, more robust feedback.