- Seller Labs
- On October 7, 2019
The fourth quarter is upon us once again. And if you’re like most sellers, you probably have a never-ending laundry list of things to do leading up to the busy holiday shopping season. That’s why now is the best time to get your Buyer-Seller messaging in tip-top shape before the ensuing madness of holiday orders hit. So to help you out, here are four Buyer-Seller messaging mistakes you can’t afford to make in Q4 2019.
1. Over-Messaging Your 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, shipping, and sometimes 10-14 days after). Your messages need to complement, not compete with, Amazon’s.
If you are sending more than one email in addition to what Amazon already sends, you are over-messaging your buyers. Amazon says sellers can send one email per order that does not reiterate any of the information that Amazon already provides. Keep your message simple and to the point. Read our guide on how to avoid over messaging >
2. Not Testing Your Emails for Optimization
The fourth quarter typically yields the highest number of orders for most Amazon sellers. While you’re busy raking in tons of sales you should also use this time to improve your business. The busy holiday season is the best time to run messaging tests. This is because you’ll have such a high volume of orders that you’ll be able to get a substantial test sample more often.
A/B testing your Buyer-Seller messages is an easy way to discover what resonates with your buyers. Feedback Genius makes it simple to optimize messaging with its built-in A/B testing feature. A/B testing allows you to compare and analyze a message’s open, click-through, and conversion rates by creating two versions of an email.
And with all of the orders you’ll be receiving, you should be able to run weekly tests that in turn will help you accomplish your business goals—whether that be more reviews, better feedback or improved customer service. Learn how to A/B test your Amazon emails >
3. Focusing on Yourself Instead of 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.
First and foremost, show what’s in it for them. Asking for a product review or seller feedback based on your needs isn’t a compelling enough reason for them to comply. But if you show your buyers the benefits of taking action, 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 them—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 is a great time to be creative with your messaging. That’s why you need to 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, like the image below.
Not only will creative images help your messages stand out, but so will your copy. Add some unique flair to your writing. 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.
And if you’re A/B testing your emails, you’ll be able to discover which type of messaging resonates with your buyers.
By avoiding these four Buyer-Seller Messaging mistakes for Q4 2019, you’ll provide your buyers with a customer experience as unique as your products. These tips aren’t difficult to follow.
Put simply, don’t over message; one email should suffice. Test your messages and optimize them to meet your goals. Put the buyer’s needs before your own. And send relevant messages with some creative flair. In short, send the 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 free for 30 days.