Customer Emails You Should Send

by Jonathan Tombes, on June 10, 2014

As discussed in previous articles, there are some emails that Amazon requires you to send, and other kinds that Amazon forbids. What about emails that Amazon allows, and which promote goals that the company encourages? Those are emails that you could and possibly should send.

Falling into this category would be any non-prohibited email that improves your customer’s experience on Amazon. Here are two good examples:

  • Keeping your customer informed about order status if anything unexpected arises. For example, if shipping is being delayed, but the product will still be arriving in time, you should let the customer know so they are not concerned.
  • Clarifying beforehand that you are shipping what your customer expects. A source of possible confusion could be the listing. For example, the image could have the wrong color, or conflicting information in the description could have arisen outside of your control.

Seller Feedback Request FAQs

The best - and our favorite - example of an email that you should send is a feedback solicitation email. Merchants, however, can be unsure about this. Here are some questions that we often hear:

Does Amazon allow sellers to request feedback? Yes, Amazon not only allows, but also recommends that sellers solicit feedback, provided it is done correctly, for instance, without offering payments, incentives or other manipulation.

Doesn’t Amazon already do this? Yes, Amazon solicits feedback – positive, neutral and negative - on some, though not all orders. Whether because of buyer resistance or flaws in the process or some other reason, Amazon’s approach as a rule proves less effective in generating positive feedback than seller-generated requests.

Will requests result in negative feedback? That depends in large part on seller operations. If your customer service is in disrepair, we recommend fixing that first. Becoming an FBA seller is another way to minimize negative and neutral feedback. As many FeedbackFive customers have learned, you can actually preempt some negative feedback by giving buyers an opportunity to contact you first.

Why even bother with positive feedback? A seller who is only concerned with Order Defect Rate (ODR), which takes negative feedback into account, may ask this question. But most sellers appreciate the marketplace value of a high positive score.

What does an effective request look like? Effective requests are primarily not about asking for something, but rather showing concern that your customer is satisfied. Click here to request a do-it-yourself (DIY) feedback request template.

To DIY or Not?

Some sellers take the DIY approach, but that becomes harder the busier you get. Using a customizable and automated communication tool such as FeedbackFive replaces time-consuming and error-prone manual processes. It also can lead to greater positive feedback and make it easier to manage and reduce negative feedback.