How to Send Critical Order Information to Opted-Out Buyers

by Colleen Quattlebaum

The recent Inc. (“Amazon”) buyer opt-out policy has been updated once again to reflect new guidelines for sending critical order information to opted-out buyers. In this post, we’ll explore the new policy updates and why you should still be sending emails to your customers (while following Amazon’s guidelines, of course).

Sending Important Order Information

Amazon’s Buyer-Seller Messaging platform still allows sellers to send messages that are critical to completing an order to opted-out buyers. In order to send this type of message, simply include the word “[Important]” in brackets anywhere in the email’s subject line. You can also send this type of message directly from your Seller Central account by selecting “Additional Information Required” as your subject in Buyer-Seller Messaging.

Note that most FeedbackFive messages fall under the "not critical" category, so you'll only need to use the "[Important]" subject for emails sent directly from your Seller Central account. While feedback and product review requests are categorized as non-critical, they are allowed and even encouraged by Amazon. After all, the ultimate goal of these messages is to ensure that each customer has had a positive experience on the marketplace. Seller feedback and product reviews provide essential information for other customers as they shop around and compare items.

Amazon considers the following critical information for orders:

  • Request for product customization details
  • Scheduling delivery
  • Shipping address problems

You can learn more about Amazon’s guidelines here.

Email Offers Connection

Buyers who have opted out of communication don’t want to hear from you, so you should make a good faith effort to respect their wishes. The buyer opt-out saves you from potentially annoying customers who don’t want to receive additional seller communications. Since you're working to build a positive customer experience, buyer opt-out is a good thing! It allows you to connect with buyers who are more apt to be open to leaving seller feedback and product reviews. And with FeedbackFive, you can simply forward opt-out notifications to to prevent the buyer from receiving an email from you in the future.

Send the Right Message

While we're on the topic of customer engagement, now might be a good time to refresh your approach to feedback solicitations. We've published a number of helpful guides, but now is a good time to review a few of our favorite tips.

Make sure that your emails are adding value for those customers who haven't opted out (which is most), whether it’s simply touching base to ensure that the order arrived as expected or sending a surprise bonus such as a PDF featuring ways to use your product. Your message should be centered around providing superb customer service with a quick request for seller feedback or a product review, rather than a pushy request with no added value for your buyer. A good test for this is to have someone who is not directly involved with your company read your feedback solicitation emails and give you their honest opinions about what you can do to improve your messages.

FeedbackFive offers a number of ways to add character to your emails, from professionally designed templates to subject line emojis to help your message stand out in a crowded inbox. Our intuitive interface makes it easy to design powerful emails that get results. In fact, requests sent through our tool have generated over 45 million feedbacks for sellers! Kenichi Muto of TJ International recently shared, “FeedbackFive helped us to get more than six thousand feedbacks on Amazon!” Automating this part of your Amazon business helps you to enhance your reputation as a seller while focusing on value-driven tasks. Feedback is often the secret ingredient that pushes an Amazon business to greater success.

Originally published on May 17, 2017, updated August 7, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.