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Email marketing can aid Amazon sellers take their business to the next level.

Emails are a direct line to the customer, just selling on Amazon alone does non allow sellers to develop customer relationships in the same way that email enables. Yet collecting emails and employing the basics of email marketing tin allow Amazon sellers to get more sales on this enormous retail platform. It besides gives them the option to drive sales off of Amazon and build a more robust brand that is less vulnerable to penalization threats from Amazon.

In this slice, I'll hash out how Amazon sellers tin can build and utilize email lists to abound their business – all without violating Amazon's Terms of Service. But before we get into tactics of collecting and using emails, allow's get over 5 benefits that Amazon sellers can gain by using e-mail marketing.

Why Should Amazon Sellers Use Electronic mail Marketing?

Selling exclusively on Amazon has some serious disadvantages, only Amazon sellers tin can collect emails to diversify their arroyo and mitigate these perils. To build an off-Amazon sales channel makes the business more robust, and collecting emails enables that.

Nevertheless, many Amazon sellers are concerned about getting kicked off the giant retail platform, so I'm going to explain how to get the best of both worlds: build email lists in guild to sell on and off Amazon.

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1) Bulldoze Boosted Traffic to Your Amazon Listings from Your Email List

Have an electronic mail listing? Not bad. Make more sales on Amazon. This is the most obvious benefit.

On Amazon, if customers search for your (non-branded) keywords, yous have to compete with all the other listings that show upward in their Search Engine Results Pages (SERPs).

And even when a customer clicks on to your product page from the SERPs, competitors are stealing your customer attending. Sales are being poached through Brandish Ads and Sponsored Product Ads on your ain listings, as you lot tin meet beneath:

But past driving traffic to your Amazon product listings via email, you lessen the competition.

Amazon rewards sellers for driving their own traffic. Your rankings will spike from the increase in traffic and sales and and so Amazon volition send yous more than customers through organic searches. Click To Tweet

2) Use Your Electronic mail List to Sell Off of Amazon

One of the astonishing benefits of selling on Amazon is having access to a huge base of customers primed to buy. (Become it? Amazon's membership program is wisely chosen Prime.) People searching on Amazon already have a high intent to buy, compared to people searching on Google or scrolling through Facebook.

However, this does non come without costs. To sell on Amazon, you must payreferral fees (between 6% and twenty% depending on your category) and endmost fees. And if y'all take part in the Fulfillment by Amazon (FBA) program, y'all pay fulfillment fees ($2.41 to $four.71 for standard-sized items) and storage fees. That'south a lot of fees.

And while almost every e-commerce business would benefit from selling some products on Amazon, if you could generate sales off of Amazon as well, you could forgo Amazon's fees and keep a higher margin.

The median Return on Investment(ROI) of e-mail marketing is 122%, according to a June 2016 survey from Directly Marketing Clan and Demand Metric.

If y'all accept your own e-commerce website, y'all can make additional sales and keep more coin from each auction. Emails allow y'all to bulldoze sales to your website so you tin have advantage of all that Amazon has to offer, while mitigating its downsides.

Further Reading:

• Amazon Advertizement 101: How to Get Started
• Dandy Amazon's A9 Algorithm: Increase Your Amazon Ranking to Sell More
• How to Become Higher Electronic mail Open up Rates (Without Existence Spammy)
• How to Go More Responses From Common cold Emails

3) Nurture Client Relationships

Emails allow you to build a brand in a way that Amazon alone does not allow. With emails you tin can collaborate with your customers in a more than meaningful manner.

While26% of small- and medium-sized businesses surveyed past DMA used electronic mail to drive sales, only 22% used email to increase date and a measly 7% used email marketing to drive brand sensation:

As Amazon becomes more and more competitive, building a brand is even more important in guild to stand out in the minds of customers. Email allows you lot to take more control over the client experience than selling on Amazon alone.

Every contact, from the welcome email to promotional emails to shipping confirmation, is a chance to make an touch on on the customer.

iv) Get Repeat Concern

Considering email marketing gives you the power to stay in affect with customers, information technology's one of the best ways to encourage repeat purchases.

And repeat purchases are really great. Why? Every fourth dimension someone buys from you, the chances they purchase again increases. According to RJ Metrics, while only 32% of first purchases result in a second buy, 53% of customers who buy twice will buy a third time, and and so on.

Getting loyal, repeat customers is 1 of the best means to turbo accuse your business organization's growth.

5) Keep Selling via Email if You Become Kicked Off of Amazon

When a client buys on Amazon, the online retail giant is pretty determined that it is their customer, not yours. They don't give you access to customer email addresses because they don't want y'all redirecting their customers to other sites.

However, if you collect emails in a compliant manner (nosotros will discuss how to do that beneath), and then if you get suspended from the Amazon marketplace, no problem – you can keep selling off of Amazon with the emails.

vi) Sell Your Business at a Higher Profit with an Email List

If you want to eventually sell your business through an online business brokerage likeEmpireFlippers, having an email list will make your business more valuable.

An email list contributes to a company'south "moat." It makes information technology more robust to competition, which is why information technology increases the valuation multiple for FBA businesses.

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How to Collect Emails Without Breaking ToS

Email lists can assistance Amazon sellers build a stronger business past making sales on and off Amazon, and building deeper customer relationships and brand recognition. Sounds good, right? But doesn't collecting emails go against Amazon'due south Terms of Service?

Let'due south see exactly what Amazon has to say on the discipline. Here are theProhibited Seller Activities and Deportment related to e-mail marketing taken directly from Amazon's site:

Attempts to divert transactions or buyers:

Any effort to circumvent the established Amazon sales procedure or to divert Amazon users to another website or sales procedure is prohibited. Specifically, any advertisements, marketing messages (special offers) or "calls to action" that atomic number 82, prompt, or encourage Amazon users to leave the Amazon website are prohibited. This may include the use of email or the inclusion of hyperlinks, URLs, or web addresses within any seller-generated confirmation e-mail messages or whatsoever product/listing description fields.

Inappropriate email communications:

Unsolicited emails to Amazon customers (other than as necessary for gild fulfillment and related customer service) and emails related to marketing communications of whatever kind are prohibited.

Direct email addresses:

Buyers and sellers may communicate with one some other via theBuyer-Seller Messaging Service.

So it's pretty articulate that y'all cannot use emails to redirect customers from Amazon to some other website. And it's as well clear that you cannot send marketing messages of whatever kind to Amazon customers. Amazon has its ain messaging service to contact buyers.

And then they key to edifice electronic mail lists without breaking Amazon's Terms of Services, and then, is collecting emails before a potential client reaches Amazon. Why is this ok? Because if you lot collect an email off of Amazon, and so it's not Amazon's customer.

There are two criteria for building email lists without getting into trouble with Amazon:

• Collect the electronic mail off of Amazon
• Collect the email before a sale is made on Amazon

By following these rules, yous aren't redirecting customers away from Amazon. If a auction is later made on Amazon, then you are directing customer to Amazon.

And you lot aren't messaging Amazon's client. You collected the e-mail all on your own, so it's not Amazon's customer, it's yours.

Methods for Collecting Emails

Five years ago, it was much easier to sell exclusively on Amazon, only today, the Amazon marketplace is very, very crowded.

So the general strategy that I am recommending is an integrated approach. Take advantage of all that Amazon has to offer while also building your make off Amazon – which will then help you generate more sales on Amazon.

And if you employ the right tools, yous can take advantage of Amazon's popularity and congenital-in trust gene to collect emails.

1) Electronic mail Opt-in Forms on Your Website

Including forms for people to enter their email on your e-commerce website is probably the simplest way to collect emails.

With a tool similar Sumo, when visitors come up to your website, an electronic mail capture form pops upward, prompting them to put in their e-mail. Enticing potential customers to join your list with a newsletter on new product releases is one mode to collect emails.

Source

2) Content Giveaway with a General Purpose Landing Page

Some other way to collect emails is past giving abroad a valuable slice of free content.

What types of content work?

• A recipe e-book if you sell cooking appliances.
• A PDF conditioning guide if you sell practice equipment.
• A 5-day mini-course (sent through an e-mail autoresponder).

Basically, y'all want to requite abroad something that your target customer will find a lot of value in and will help them employ your production more effectively.

The goal of the content is to lead them toward eventually becoming your customer.

You can requite abroad this content through an automatic email when someone enters their email address through an opt-in your site. Or you tin can utilize a landing page tool likeLeadpages. And then you can drive traffic to the landing page through Facebook Ads, influencer partnerships, or other sources.

3) Discount Promotions with Amazon Landing Page Tool

While the 2 methods above are very effective amongst people who sell info products and even e-commerce businesses, this third method is especially effective for Amazon sellers, as it utilizes a tool likeLandingCube, specifically congenital for Amazon sellers.

A landing page is generated from an Amazon list, and on the page, single-use promotion codes are offered in commutation for e-mail addresses.

Amazon sellers can utilize a tool like this to build a sales funnel for their Amazon business.

Just every bit with method two, you get in front of potential customers on social media, paid ads, blogs – basically yous go to where your target customers spend time on the spider web – invite them to click on the link, and they arrive at the landing page. There, they see a folio like to the Amazon list where they are offered a discount code for your Amazon product. If they are interested in the offer, they enter their email address. So they go to Amazon to buy the product at a disbelieve.

And you lot have their e-mail to further develop a relationship with them, promote your brand, and get repeat sales.

Further Reading:

• Amazon Basics: Why Y'all Need Automatic and Transmission Campaigns
• Amazon Launches Spark for Customized Customer Production Discovery
• The 8 All-time Outbound Sales Automation Tools for Cold Emailing

How to Employ E-mail Lists

So yous accept an e-mail listing. Now what?

Here are 10 types of emails that Amazon sellers tin use to build a make, develop customer relationships, drive sales and abound their business.

one) Welcome Email

The welcome email is crucial. This is the message sent out right subsequently someone opts in to your list.

Use the welcome electronic mail to set the tone for your brand as well as let customers know what they tin can expect to receive from your communications. The welcome email is a bully opportunity to tell your make story, so that your readers (presently-to-be customers) 'buy in' from the commencement.

According toEasy-SMTP, welcome emails generate 320% more revenue per email than other promotional emails:

It's helpful to include a powerful call-to-activeness to 'shop now' in the welcome email. At present that yous have the buyer's attending, it's important to capitalize on that immediately. You simply have one run a risk to make a good impression. And then make information technology count!

Readthis guide to learn more about best practices for e-commerce welcome emails.

2) Curation E-mail

Curate ways to collect and store information. A curation e-mail for an e-commerce brand shows the top products sold per category in the concluding month or recommends a list of products that a subscriber might like, with squeamish images adjacent to each so readers can easily click on them.

The e-commerce clothing brand Huckberry does a bully job with email marketing. And although they don't sell on Amazon, brands that practise sell tin can acquire a ton from their marketing efforts. Here'due south an example of a curation email from Huckberry:

At that place's a cute brandish of the meridian-trending products beyond unlike categories.

Some other type of curation electronic mail would be recommending a list of products that a subscriber might like, based on previous actions they've taken. Amazon's recommendations is one of the tricks that helps them rake in over$178 billion in 2017. You lot can use this arroyo, simply featuring merely your own products.

three) Referral E-mail

You lot can go your current customers to refer you lot more customers. Only don't but send one email to ask your customers to refer their friends; a solid referral campaign involves several emails, such as:

• An invite email to explain the offer and become customers excited almost the campaign by explaining the benefits.
• A reminder email to one time again explain the benefits. People hazard their social reputations by sharing products to their networks. Give them a reason to share.
• Follow up with a thank yous email when customers first sharing with their friends. This will hopefully encourage them to share fifty-fifty more.
• Finally, reward emails and scoreboard emails let your customers know what they have won from sharing and lets them know of the progress made by their referrals. Sharing this info motivates them to win even more than.

For a more in-depth look into referral electronic mail campaigns, cheque outExtole's resource.

Free Bonus Download:Learn from these 7 highly successful cold emails and implement the same strategies to boost your own reply rates and conversions. Click here to download it for free right at present!

Nosotros've helped Fortune 500 companies, venture backed startups and companies like yours abound revenues faster. Get A Free Consultation

4) Discount Email

This one is pretty simple and much loved by customers. You can include discounts in the initial welcome email series to encourage sales correct away. Or you tin can transport discounts to your most loyal fans.

Y'all tin utilize discounts and promotions on Amazon to get an initial kick in sales velocity to launch a new product. And yous can too use them to get a quick boost in keyword rankings.

Amazon gives you the tools to create single-use promotion codes (so no one takes advantage of your generosity and buys up all your inventory).Hither is a step-by-step guide to creating single-utilize Amazon promos:

Simply be careful. Don't give discounts likewise frequently or customers will simply purchase when a disbelieve is available.

5) Order Confirmation

An order confirmation email is essentially a digital receipt. But like all email communications, it'due south an opportunity to shape the customer experience, which y'all can nurture by:

• Imprinting your brand identity into the order confirmation (humor is always a good motion!).
• Making sure you lot manage customer expectations by letting them know when they can expect to receive the product.
• Reminding customers of the benefits of their purchase.
• Including tips on how to best use the product, mistakes to avoid, or whatever other blazon of valuable content.

Happy customers means less returns, better reviews, more echo purchases, and more referrals.

half-dozen) Upsell/Cantankerous-Sell

Would y'all like to supersize your repast? Do you want fries with that?

McDonald'southward is the king of upsells and cross-sells.

Customers who have already bought from yous are more probable to give you lot additional money than those who have not bought from yous yet. According to a report past Monetate, existing customers spend almost double that of new customers:

Utilise this as an opportunity to recommend complimentary (cross-sell) and higher-ticket (upsell) items. Once once more, Amazon does this on their site, so y'all can use electronic mail marketing to do information technology for your ain products.

7) Cart Abandonment

This is non and so much an event if you are exclusively selling on Amazon, merely if you lot are selling on your own due east-commerce site, this is a no-brainer.

If a customer adds an item to their cart,69.23% of the time information technology doesn't result in purchase. Whileover one-half (54%) of customers abandon their cart because of unforeseen costs such equally expensive shipping, sixteen% was due to bad site navigation and 21% due to a long procedure.

Source

These are all obstacles that could potentially be overcome through follow-up emails. Offering a time-sensitive disbelieve, or even simply free shipping, tin lead to more conversions. You won't recover all sales, but it's one of the easiest way to increase sales with emails.

Shopify has a blog mail that details13 amazing abandoned cart emails (and what you can learn from them).

8) Re-date Email

The purpose of a re-appointment email is to encourage customers to accept a very specific action. If someone hasn't interacted with your brand in a while, entice them to re-appoint with something valuable.

Examples include:

• Like our Facebook Page
• Respond to this Electronic mail
• Save Now on All Shoes
• Store Now and Get Free Shipping

Get them to say "Yes"  – and if they don't respond, information technology might be a good idea to clear them from your listing.

9) Survey Electronic mail

The more you lot know near your customers, the better. Sending surveys is a great way to gather insights to make more informed decisions virtually marketing, product development, etc. Doing a survey could assistance yous observe:

1. What blazon of content practice your subscribers want to receive?
2. What categories of products are they near interested in?
3. Why did they abandon their cart?

When creating a survey email, it'south important to be respectful of your customers. Managing their expectations is critical, so permit them know what the survey will be nearly and how long information technology will accept. Offer an incentive is often a skilful idea as well, only be careful. Giving away a freebie may bias the data towards those who only want the free detail. Offering a discount is probably a amend arroyo than a gratis gift.

Hither'due south a great case of a survey email from Anthropologie:

They do all the things listed to a higher place (manage expectations, offer incentive), and too include a deadline and slap-up aesthetic.

Further Reading:

• Should You Sell Your Products Through Amazon or on Your Own Website? [podcast]
• The Email Marketer's iv-Pace Guide to GDPR Compliance
• How AI Helps Add Personalization to Your Electronic mail Campaigns

10) Thank You E-mail

Concluding, but certainly not least, ship your customers some dearest. Cheers emails are a great way to evidence your customers you care. After all, y'all would not have a business without your customers.

According to Remarkety, thank you lot emails accept higher open and click-through rates compared to other emails, and convert at 10%, on average:

Remarkety recommends the following points to increase conversions in thanks emails:

• Go along the subject line short.
• Include coupons (with multi-tiered loyalty programs, i.east. the more you buy, the better the rewards).
• Provide personalized recommendations (see #2 "Curation Emails").
• Ask for feedback (run across #9 "Survey Emails").

Some Considerations for Email Marketing

• Have a goal for each email. Whether information technology's click-throughs, responses or sales, make sure each message yous send has a clear objective. And keep track of whether or non you are hitting your objectives.
• Optimize for mobile. More than and more people are checking their emails on their phones, so make sure that your e-mail is optimized for mobile. You don't want to put in all the piece of work to make a corking looking email with fantabulous copy, and then the customer can't fifty-fifty read it.
• Make it human. No one likes to be sold to. But we love stories. And nosotros beloved humor. Infuse your make's personality into every email.
• Keep it relevant. Be respectful of your subscribers' attending and only send stuff to them that they will care nigh. Using tags and sorting features made available by about email marketing tools are a great mode to keep content relevant. If someone surveyed says they are interested in women's products, don't send them emails about prostate health.

Free Bonus Download: Get your free PDF of successful common cold email instance studies and get-go ramping up your reply rates and conversions! Click here to download it for free right now!

Nosotros've helped Fortune 500 companies, venture backed startups and companies like yours grow revenues faster. Become A Free Consultation

In Summary

Electronic mail marketing is a bang-up way to build relationships with customers, go on them engaged and brand more sales. Amazon sellers can grow their business organisation and make by collecting emails. If y'all collect emails off of Amazon, earlier a customer reaches Amazon, y'all tin utilise them for marketing purposes without breaking Amazon'due south Terms of Service.

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Source: https://www.singlegrain.com/amazon/how-to-collect-emails-without-breaking-amazons-terms-of-service/

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