Email Marketing for Amazon Sellers
In this guest post, Thomas Pruchinski of LandingCube shares his insight for building your email list.
Amazon sellers can build a more robust business and brand by collecting emails, but it's important to follow the rules when doing so. There are without doubt amazing benefits to selling on the Amazon marketplace. Amazon’s A9 search algorithm does much of the work in finding customers. With its huge audience, selling on Amazon gives an eCommerce business access to an army of online shoppers primed to buy. (Pun intended: The number of Amazon Prime members recently eclipsed 100 million, according to CEO Jeff Bezos). And Amazon's FBA program simplifies the complicated process of shipping and fulfilling orders.
But selling on Amazon has its drawbacks. Competition is fierce. You have to pay fees. And Amazon makes it challenging for brands to develop customer relationships. Selling exclusively on Amazon.com is a risky approach for any eCommerce brand.
A customer who buys your product on Amazon is not really your customer. It’s Amazon’s, and the eCom giant goes to great lengths to make sure you are not stealing their customers. This is why Amazon does not provide sellers with customer emails. They don’t want you redirecting customers to other sites or emailing customers for marketing purposes.
But collecting emails is a powerful way for Amazon sellers to mitigate the downsides of selling exclusively on Amazon, as long you don't break Amazon's guidelines in the process.
Why Amazon Sellers Should Collect Emails
Email marketing is a great way to build a brand: to nurture customer relationships, control the customer experience and infuse your brand’s personality at every touch-point. You can use emails to drive promotions to your Amazon listings, boosting sales & rankings on the platform. You can also use emails to sell products on your own eCommerce site, so you avoid the high fees that Amazon charges.
Below we’ll discuss a powerful strategy that Amazon sellers can use to collect emails, in order to build customer relationships and brand recognition.
Collecting Emails Through External Traffic Campaigns
Here’s the basics: You drive traffic to an Amazon landing page and exchange a single-use promotion code for an email. When someone enters their email, they get the code, then click-through to the Amazon listing and input the code to purchase your product at a discount.
Basically, you are building an Amazon sales funnel. The funnel looks like this:
First you have to get in front of potential customers, using an external source of traffic. There are many channels to use. The most popular are Facebook Ads, Google Adwords and influencer partnerships (with Instagramers, Youtubers and bloggers who create content related to your products), but any number of channels might work for your specific products. Basically, you are answering the question “Where does my ideal customer hang out on the internet?” Maybe your target customer frequents social media. They might spend a lot of time on Reddit or Quora. Experiment to find out.
As for the ad (or post) itself, use attractive creative and copy that makes your offer seem enticing to the specific audience. The goal of the ad is to briefly explain the offer and motivate them to click through to the landing page, which will explain the offer in depth.
For these campaigns, it’s best to use an Amazon specific landing page. A tool like LandingCube, which generates landing pages from Amazon listings, can facilitate this process.
On the landing page you offer a single-use promo code in exchange for an email opt-in. Customers who are interested in your product enter their email and get the discount code. Then they click through to the Amazon marketplace and use the code to buy your discounted product. You get a boost in traffic, conversion rate, rankings and sales. You also get an email, a powerful brand asset. Now you can use the email to build customer relationships and tell your brand story.
Email Marketing for Amazon Sellers
Amazon sellers can use email lists to drive sales on and off Amazon. And they can tailor each step of the buyer journey, in a way that selling exclusively on Amazon does not enable. Sure, doing so is difficult. But if done right, it can pay large dividends.
- You can build brand loyalty among customers
- You can offer cross-sells (Would you like fries with that?) and upsells (Would you like to SuperSize your meal for $2 more?)
- You can get more seller feedback and product reviews
If Amazon suspends you, an email list of past customers allows your business to survive.
And if you have plans to sell your eCommerce business, an email list will make your business much more valuable than simply a history of sales on the Amazon marketplace.
Build Your List
In summary, Amazon sellers can collect emails with external traffic campaigns that offer single-use promo codes. Email lists can help sellers build a more valuable brand and defend their business from the risk of selling exclusively on Amazon.
Want to boost sales, increase rankings and collect emails to build your brand? Try LandingCube for free.
Originally published on May 10, 2018, updated June 3, 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.