- Seller Labs
- On March 31, 2015
Let’s start optimizing!
Before starting, we’d like to make it abundantly clear that the tips presented in this piece are advanced tactics meant for experienced Feedback Genius users. We recommend speaking with a Feedback Genius Expert before experimenting with your account. With that being said, Feedback Genius is a powerful tool for getting crucial Amazon feedback to grow your online business. Getting set up with the program is quick, but you need to take the time to fully understand its capabilities. We get calls and emails daily from customers asking questions about the program and how they can best optimize it for them. To help you get the most from Feedback Genius, we’ve compiled a list of seven key optimizations to get you better results.
Be aware that not every feature listed is available across all levels of Feedback Genius’s subscriptions.
1. Use product specific emails and attachments to engage your customer base
Filters are blank when you create a new message, meaning the message will get sent out to all orders. This is fine if you sell thousands of different products and can’t create a custom message for each one. Ideally, however, you should create a message for each product (or group of products) that you sell. Consider making your own template to enhance the customer’s experience. Add attachments that will go out to a specific ASIN or SKU: infographics and ebooks on how to use a product are popular options, and your customers will appreciate them accompanying an order.
Pointer: When targeting emails to a product, use either the SKU or ASIN (but not both).
2. Add personality to your email subject lines
Unicorns, rainbows and chocolate fountains! Did you stop and think about that for a second? If you did, it’s probably because you weren’t expecting it. Try an unexpected email subject line and go beyond the regular canned approach. The subject line is the first thing people will see of your email. People receive lots of emails — you do, I do, we all do, everyday — so give your email a fighting chance with a creative subject line. Your subject line should be a reflection of your brand. Feedback Genius has generic templates that are designed to be a guide, and not necessarily the be-all, end-all to email subject lines.
3. Send a reasonable amount of emails for each order
We recommend 1-3 emails be sent per order. How many emails would you be OK with as a consumer? We’ve all subscribed to an email list eager to know more but only to become jaded by an endless blitz of messages. Most people don’t have the time to read all of the emails sent to them so it’s important to be thoughtful of their time. We’ll talk more on email length shortly. The last thing you want to do is annoy a customer.
So how many emails should you send per order? Again, we recommend 1-3:
- One for when a shipment is out for delivery.
- One for when a product is delivered.
- And one final email four to seven days after the delivery to solicit feedback–either seller or product depending on your need. Avoid sending a shipment notification because Amazon already takes care of that.
4. Keep emails short with a clear call to action and a specific goal
Brevity is the name of the game here. Get in, get out, and get feedback. Have clear goals when approaching a campaign to narrow your objective. Remember, people get a lot of emails, so don’t overload them with multiple calls to action–one and done.
Here’s an example of what we think is an effective call to action: “It’s been 7 days since you received (name of product) and we want to know how you like it. Quality feedback ensures other customers, like yourself, get the absolute best products and service possible. Please take a minute to tell others about it.”
Amazon will usually send a request for feedback 10-15 days after a product has been delivered. These emails are basic and lack personality. So do yourself a favor as a merchant, and make your call to action email personable and with a clear intent.
5. Use variables to make emails easy to navigate
Variables are tools you can incorporate into your emails to make them more navigable, user-friendly, and aesthetically pleasing. Variables are categorized between Order Information and Link Variables — Feedback Genius has 34 different ones to help you achieve your goals.
What are some useful variables?
The Tracking Link and Order Link variables are useful to customers because they allow them to view where the order is physically located in the shipment process. This information would typically be included in a pre-delivery message.
The Product Name and Product Link variables are also useful because they will show the name of what the customer purchased as a hyperlink to the Amazon listing. Adding these links is a great tool for quick seller and product feedback, merchant contact, and store and product links. Each can be leveraged to make emails unique to your brand and add personality, as well as usability.
Pointer: Not every variable is always available; some are only available for FBA orders, or Merchant Fulfilled orders where a tracking number has been uploaded into Feedback Genius.
6. Use the repeat buyer functionality
If you sell a consumable product, or one that buyers frequently purchase more than once, you can send a different message each time the buyer purchases from you. In the filters tab of each template you can set custom messages for repeat buyers. It’s set to “No” by default but setting it to “Yes” will open a submenu with options to choose from:
- Buyer’s first purchase
- Buyer’s second purchase
- Buyer’s third purchase
- Buyer’s fourth purchase and subsequent purchases
From here, you can choose the specific purpose of what this email will say depending on if it’s the first, second, third, or fourth (and subsequent) purchase from a customer. These emails are perfect for expressing appreciation.
You want to thank people for being repeat customers. These specific emails are optimal times to ask for seller or product feedback if they haven’t provided it already.
7. Try different templates and use analytics to see what works best
Before we get too deep here, we need to remind you that the analytics feature only works on Medium plans and greater, and A/B testing works on Large and Extra Large plans only. That being said, there is still much to be done with optimizing your emails even if you don’t have access to all of the features.
The analytics feature allows you to view the open rate, number of people who unsubscribed, and how many times a specific message has been sent. It also allows you to see your data over time and check the success of your emails. We recommend you change specific, measurable aspects of your emails and compare them with previous versions to see how they stack up.
For example, if you’re trying to get higher open rates by optimizing the subject line of an email, then update that email’s subject line only and leave everything else the same. This will create a control and treatment group to compare the results. Then track the number of outgoing emails until you get a large enough sample size to compare your treatment group against the control. By doing this, you will be able to whittle down your email’s copy and create an optimal finished product.
So now what?
Now that you’re aware of the diverse customization options in Feedback Genius, it’s up to you to craft well-written and engaging emails to increase Amazon feedback! This will take time, patience, and precision, but it can be done. Our advice is that you start with small things that won’t overwhelm you, like an email subject line. Once you start seeing some success there, start digging a little deeper into what you can do. You’ll be amazed how far a little personality will take you, because at the end of the day we’re all human beings, not computers, and it’s nice to know a real person is on the other end.
For more inquiries about email optimization, please contact our Feedback Genius Experts Monday-Friday, 10 a.m. to 6 p.m. EST.