- Tyler Henderson
- On November 13, 2015
- 0 Comments
The Fourth Quarter is about to hit full swing: The last day to get your inventory to FBA has already passed and Black Friday and Cyber Monday are just around the corner. There’s no better time than now to look over your messaging to ensure it’s timely, relevant and effective. Below are three common mistakes to avoid this fourth quarter selling season.
- Over Messaging the Customer: This potential misstep is easier to make than you might think. Keep in mind that Amazon sends 2-3 emails per purchase (At purchase, upon shipping, and sometimes 10-14 days after), you should tailor your messaging to complement, not compete with them. If you are sending 3-4 more messages in addition to this, you may be over messaging your customers. We encourage sending 1-2 emails per order and not reiterating any of the information that Amazon already provides. Read our guide to avoid over messaging.
- Too Many “Calls to Action”: Keep in mind how customers read emails. Except for the rare exception, they will not click more than one link per email. Don’t let customers lose focus of what’s important by overwhelming them with extraneous information and unimportant “Calls to Action.” If you bury your feedback or review request below a mountain of other links it will only hinder the chance that they click it. Instead, keep messages simple and relevant, only including the most important information and links.
- Making it about yourself: While you need to ensure that you keep your messages short and to the point, remember they should center around the customer’s experience. Keep customer service first. Preventing negative feedback or reviews is just as important, if not more important, than gaining positive feedback. Offer customers solutions to negative experiences, and then make your request without belaboring the point. It’s okay to emphasize the importance of feedback or product reviews, however do not let this interfere with providing good customer service.
Amazon places the customer and their buying experience as its highest priority; the emphasis on seller feedback and product reviews is an extension of this. So if you keep customer service in mind as you create and evaluate your messages, you’re on your way to great messaging.
Join us for the Unwrapping your Q4 Potential with Feedback Genius Webinar Tuesday, November 17 at 1 p.m. EST.