Marketing is a key tool to bringing in more clients and customers to your business. There are a lot of different marketing strategies small businesses can implement to increase awareness and profits, including paid advertisements, social media posts, and email marketing. 

66% of small businesses use email marketing to communicate with current and potential customers and promote their business. Figuring out how to measure success, pivot your strategy when needed, and create a content rollout plan that is effective is essential to have successful email marketing. 

Email marketing for an Amazon store will help you build your brand on the platform, communicating with existing customers, and drive traffic to your store. We’ll go over how you can use email marketing to increase sales on your Amazon store. 

Quick Takeaways

  • Email marketing on an Amazon store can build customer relationships and increase sales
  • Collect customer emails before they make a purchase on Amazon so you don’t breach Amazon’s Terms of Service
  • Have a clear goal for each email you send out, making sure the copy is relevant to your customer’s needs

Implementing Email Marketing for an Amazon Store Into Your Strategy Plan

While online shopping is expected to slow down in 2021 as restrictions get lifted for in-person shopping, 70% of Amazon’s current customer base plan to stay shopping on the platform or increase the amount they buy. This is not the time to scale back your marketing strategy as an Amazon business owner. Building your brand and developing your email marketing strategy is key to increasing your revenue. 

Why Do I Need to Start Email Marketing?

Connecting with your customers directly in their inboxes is a great way to get their attention. The average person sends and receives around 117 emails per day, so not getting lost in the daily onslaught of emails is essential.  If your strategy is implemented correctly, customers will be more apt to open your emails and not automatically delete them before reading. Your email strategy needs to be well thought out so you can stand out among all the emails your customers receive. 

Not only can you increase traffic to your Amazon store pages and boost your sales, but you can also ask buyers for positive reviews and feedback. Many consumers forget to leave reviews after buying a product unless what they bought didn’t turn out the way they expected and they’re upset, so emails are a great way to remind them to leave a positive review. 

Capturing Amazon Customer Emails

An email marketing campaign won’t get very far without any emails to send your emails to. Collecting emails from your customer base on Amazon is important to running your campaign while you’re an Amazon seller and increasing your email list if you already have one in place.  

Amazon’s Terms of Services is clear about how you can communicate with your customers. You can’t use email or messaging to direct customers from Amazon to an external website. You also can’t send marketing messages to Amazon customers. 

There are a couple of things you need to do to not break the Terms of Services:

  • Get the email before the customer purchases your product on Amazon

  • Get the email somewhere else than Amazon 

If you follow these guidelines, you’re not directing customers to an external sales platform. If they eventually buy something off Amazon, then you are directing your customers to Amazon. 

One way to get emails is to include an email opt-in signup form on your website. You will be able to capture customer emails as they join your newsletter list. Another way is to use a tool called LandingCube, which is especially effective for Amazon sellers. It’s a landing page that is generated from one of your Amazon listings, offering a promotion code if a customer inputs their email address. This tool is an effective sales funnel tactic to bring in external traffic from social media platforms or paid advertisements to their Amazon store page. You collect their email before they even reach Amazon, ensuring you’re not breaching Amazon’s Terms of Service. 

How to Develop Your Email Marketing Strategy 

There are different types of emails you can send to your email list to drive sales to your Amazon store page:

  • Welcome Email: The initial email to someone signing up for your newsletter or email list is important. It sets the tone for your company’s brand and lets your customer know what they can expect from future emails. This is also a great place to offer a first-time purchase coupon on your Amazon store and tell your brand’s story to help build a relationship with your customer.

  • Curation Email: This type of email shows off the different products you offer in your store, highlighting which products sold best in each category or recommendations for your customers based on previous purchases. Include images of each product instead of a written description so customers can easily see what’s being sold.

  • Discount or Sale Email: If you’re running a sale in tandem with an Amazon event, such as Prime Day, send out an email to your customers letting them know what products are included in the sale. If you’re launching a new product, you can send out an email with details around it, as well as any discount information. Use discounts sparingly – if your customers expect regular sales from you, they will only purchase during those times. 

Add Email Marketing to Your Amazon Seller Strategy 

For each email you send to your email list, have a clear goal. Whether it’s sales or click-throughs to product pages, knowing what you want to happen with each email will make it easier to track the results and learn how to pivot your strategy if it’s not effective. When designing your emails, make sure they are optimized for mobile devices before you hit the send button. Keep the copy relevant to your brand’s tone and don’t go for overly professional. You want to connect to your customers on a personal level and keep them around long term. 

If you want to connect with other people in the industry, register for this year’s Prosper Connect Think Tank.