- Cory Checketts
- On August 30, 2018
- 2 Comments
Shoulder season, that magical time between Amazon Prime Day and the holiday shopping season is upon us. If you’re like most sellers, you probably have a never-ending laundry list of things to do leading up to the most-lucrative time of the year, That’s why now is the best time to get your Buyer-Seller messaging in tip-top shape before the ensuing madness of holiday shopping hits. Here are four Buyer-Seller messaging mistakes you can’t afford to make in Q4 2018.
1. Over-Messaging Amazon Buyers
This should go without saying by now, but it seems that there are still sellers who insist on sending more than two messages per order. Remember, Amazon sends 2-3 emails per purchase (at purchase, upon shipping, and sometimes 10-14 days after). Your messages need to complement, not compete with, Amazon’s.
If you are sending more than two emails in addition to what Amazon already sends, you are definitely over-messaging your buyers. We recommend sending one—yes one, and you really can do it all with just one message—email per order that does not reiterate any of the information that Amazon already provides. Read our guide to avoid over messaging.
2. Too Many Calls to Action
If you’re like me, you probably don’t read every single word in every single email you receive. You have lots to do—and spending large amounts of time in your inbox isn’t high on the list. Guess what? The people who buy your products are similar. That’s why your Buyer-Seller emails need to have a point and a purpose. This can be anything from sharing a PDF with more product information, soliciting a product review, or asking for seller feedback. But every email you send needs to have a clear call-to-action where the reader can go a step further.
A mistake I’ve seen dozens of times is sellers burying their call-to-action below a mountain of links. This hurts your click-through rate. And ultimately your overall strategy. Keep emails simple, relevant, and include the most important information and links (preferably one) in the body.
3. Focusing on Yourself and Not the Buyer
As important as it is to keep your emails concise and on point, don’t forget to focus on the buyer. Messages focused on your needs and not on those of your buyers’ will be less effective. Keep your buyer first.
Show what’s in it for them. Asking for a product review or seller feedback based on your needs isn’t a compelling enough a reason for them to comply. But if you show your buyers the benefits to them, they’ll be more willing to comply with your request.
For example, when asking for a product review, explain how their product review can help shoppers—just like themselves—make informed purchasing decisions based on what others have said. Everyone benefits from honest product reviews, that’s why it’s important for them to share their opinions.
4. Sending Irrelevant Messages
The holiday shopping season and Q4 should be a time for you to express your creativity. It’s the one time of the year when shoppers are looking to buy instead of browse. That’s why you should tailor your Buyer-Seller emails to this special time of year.
Don’t send your usual follow-up emails. Add some creativity to your Q4 and holiday messages by adding some relevant imagery for that time of year. We suggest that you keep your images neutral and non-denominational. Feel free to use the image below in your messages.
Not only will creative images help your messages stand out, but so will your copy. Add some unique flair to your writing. You could write your emails as if it was authored by Santa Claus or one of his elves or reindeer. Think about it, most of the emails you receive are dry and overly impersonal. You can still be professional while adding creativity to your emails. Just experiment with some ideas that tie your brand and products with the holiday shopping season.
If there is one thing that I’d like you to remember, it’s this: Amazon prioritizes its customer experience over everything else. If you fall short of Amazon expectations, you could be doing yourself more harm than good.
By avoiding these four Buyer-Seller messaging mistakes for Q4 2018, you’ll provide your buyers with a customer experience as unique as your products. These tips aren’t difficult to follow. Don’t over message; one email should suffice. Have one call to action—be focused and stick to it. Put the buyer’s needs before your own. And send relevant messages with some creative flair. In short, send the kinds of messages that you would want to receive.
And if you’re looking to take your Buyer-Seller messaging to the next level with automation, then you need to try Feedback Genius. Every new account gets a free 30-day trial.