- Nicole Freeman
- On April 21, 2016
- 0 Comments
One of the easiest and most important ways to stand out on Amazon as a seller is to keep an open line of communication with your customers. When someone buys your product Amazon will send them informational emails to keep the buyer in the loop. Like a fine wine with good cheese, you can use Feedback Genius to complement these emails and highlight your personable customer service.
For those of you who may not know, when someone makes an Amazon purchase, Amazon will send them two emails and occasionally a third. The first email is a confirmation of the purchase. The second is sent to alert the buyer the item has shipped. The third can usually be one of two emails – a feedback request to ask about the shopping experience or a product review request to ask about the experience using the product. It can be either of these two, kind of at random. Sometimes Amazon elects to not send this email at all.
These emails tend to be generic, HTML based, and cookie cutter. You can complement these dry emails with your own warm and welcoming ones using Feedback Genius.
Feedback Genius Emails
Think of these emails as the first line of communication, not as a replacement for Amazon’s emails. It’s not necessary to tell your customer all the order information (shipping info, etc) as Amazon’s already done this. If you repeat the same information it could come across as spammy, and/or redundant. Be wary of titling your email anything close to what Amazon titles theirs. If they are too similar the buyer may confuse it for another message from Amazon and that will cause your messages to be ignored.
The purpose of your emails is different than Amazon’s purpose. Your goal should be opening lines of communication, establishing your brand/business, and ensuring the customer’s experience is up to Amazon’s standards.
The only thing similar between your emails and Amazon’s should be the customer. It’s up to you as a seller to make sure the emotional buying experience is satisfactory. We recommend you stagger your email to a day before or after Amazon sends their emails. This will keep your emails from getting lumped in with Amazon.
Day after “Confirmed” Email
Only open this line of communication this early if you are providing information about how to use your product (example: PDF instructions), helpful info for the customer, or if you just want to thank them for their order. If you do plan to send an early message consider tilting it something similar to “Confirmed/placement message”: Thank them for ordering, and establish “if you have any questions or concerns about your order let us know”. Make sure to Include any of your logos. Make your message specific to you and your product or customer. Say things like “your order is almost ready”. What you’re going for is personable, friendly, and engaging content. This is your opportunity to introduce yourself as a person and brand. Not just a faceless support email.
Day after “Shipped” Email
Again, the goal is to keep open communication and provide value to the customer. Let them know that the package should be there shortly and if they should need anything you are there to provide customer service. Try to find a title that has a call to action feel. Give them a reason to open the email. Give them something like “Tips for your new [[product name]]” or “Thank you for your purchase. Since amazon occasionally sends out the very bland feedback or review email 10-15 days later, this is the best opportunity to capitalize on your own after delivery email. Being able to send a message 2-5 days after delivery (generally speaking) is a great opportunity to ask for a review or feedback. Amazon’s email will be trailing behind or not come at all. Plus with customizing your email, you can have better and more engaging content. This period in the purchasing process is the most opportune moment to engage your customer.
Other Ways To Use Feedback Genius To Complement Amazon Emails
Feedback Genius can also be used to help prevent negative customer experiences in addition to requesting for feedback/reviews. Click here to download our ebook on requesting seller feedback and product reviews.
Complement Amazon’s emails, do not imitate/emulate them. Your customers are already receiving 2-3 messages per each order, try to limit the information necessary to create a positive customer experience.