Holiday shopping season is fast approaching. I bet you’ll agree that this is the time that selling on Amazon gets really exciting. The entire online selling world, not just Amazon expects higher traffic and of course sales. And if you’re like most sellers, you might have already started working on your “to-do list” for the season. But before you get overwhelmed of the upcoming holiday shopping madness and the tons of things you need to do, it would be important to have a look at your email autoresponders to avoid getting in trouble with Amazon. We have enumerated below the top 4 mistakes you should certainly avoid in Q4 2018.
Too many messages to Amazon buyers
Most of you might have already known this. But still, it has been observed that a lot of sellers send more than 2 emails per order. Keep in mind that Amazon itself sends 2-3 emails per order. At purchase, once the order is shipped and, around 10-14 days after. And sending too many emails to your customers on top of that being sent by Amazon may cause annoyance. Ensure you complement Amazon’s messages. Not compete with it. Moreover, sending too many emails may trigger opt-outs. And you wouldn’t like that. Keep your emails few, short and sweet.
Too many calls to action
I personally don’t read every single word on each email that I receive (unless I know it’s important, or it’s from someone I personally know). There are a lot of things to do and reading emails is something I wouldn’t want to spend half of my day. Know what? A high percentage of Amazon buyers do the same. So it would be important that every email you send have a clear call to action and purpose, may it be sharing an e-book, soliciting product review or asking for seller feedback. Never bury your call to action to a mountain of links on your email. Aside from it hurts your click-through rate, it will also significantly affect your overall strategy. So keep your emails simple, relevant, and include useful information. We also strongly suggest that you include only one link per email to ensure you are not asking your customers to do a lot of things in one go.
Sending emails that are too focused on yourself as the seller and not on the buyer
Sending emails that are focused on the buyers and not on you as a seller is as important as keeping your emails concise. Asking them to leave a product review or seller feedback based on your needs won’t be effective. Instead, show your buyers what are the benefits of complying to your request and see them willingly do so. So how do you do it?
If you’re asking for a product review, explain how their review can help other shoppers make informed decisions, the same way previous reviews helped them made one. Let them realize that everyone benefits from honest product reviews including themselves. So sharing their opinion based on their first-hand experience is important.
Sending irrelevant emails
The holiday season is one of the best times to showcase your creativity. And one way to do so is to tailor your buyer-seller emails to this special time of the year. It would be nice to revise your usual follow up emails to include relevant imagery for this specific time of the year. Wish them a Merry Christmas or a Happy Holidays. Let them feel the warmth of the season through your emails. This way you are making your emails more personal and more effective.
Keep in mind that Amazon prioritizes customer experience over anything else. Their ultimate goal is to provide the best customer satisfaction possible. And it’s important that you do the same. Aside from it will ensure you won’t go on the wrong side of Amazon, you are also giving the best impression to your customers which can have a lasting positive impact to your whole Amazon selling journey. But above else, you need to ensure that your emails are compliant to Amazon’s TOS. Check out our guide here.
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