3 Powerful Automated Emails To Make Your Amazon Customers Swoon

Greg Merceremail best practices11 Comments

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When Kano Jigoro created Judo was created in the late 1800’s, there was no way that he knew his principles would extend hundreds of years later to influence digital marketing. Sounds kinda crazy, right? Judo, meaning “gentle way”, is a martial art that deflects the attacker’s momentum to be advantageous to the defender. How is this relevant to marketing, and more specifically email marketing?

 

Marketing is all about getting the right message in front of the right person at precisely the right moment. Email magnifies the importance of crafting and delivering thoughtful messages because each email reaches people in a very personal space: their inbox.

 

In this post, I want to share some of my best practices on setting up and executing email campaigns to Amazon customers. Specifically, there are three emails that I believe every Amazon seller should be sending in order to build a customer rapport and maximize the likelihood of getting a product review.

 

A few notes before we begin:

  • Don’t send too many emails: I have run tests before to assess the value of each email. There are diminishing returns to any email after the third email. In fact, sending a fourth email or more could have negative effects of becoming pestering and excessive. I highly recommend capping your email frequency at three emails per order. We will dig into what these emails are in a second.
  • Each email needs a purpose: To liken your email campaigns to a military role, think of yourself as a sniper when you are writing emails, not as a machine-gunner. That means that each email you fire off has a very specific reason. Think about why you are sending each email. And just to have them remember you is NOT good enough!
  • Establish your goals: Think about how your emails tie into your long term goals. For many sellers, the most important metric will be how many sales convert into product reviews. Keep track of this, and make tweaks along the way to see how it affects the overall goals.
  • Messages are sent to everyone: These emails are sent to ALL your customers.  It doesn’t matter whether they purchased at full price, during a discounted period, through ours deals page, lightning deal or any other time.

 

Now let’s get to the meat of it: the three emails that I send after each sale.

 

jungle_stix_-_email_campaigns

 

If you are a Jump Send user, this interface will look familiar to you. One of the most powerful aspects of Jump Send is how customizable your emails can be.

 

You can adjust the timing of your emails to suit your needs, add attachments (pdf’s, ebooks, graphics, and more), and of course alter the content of the emails. I will just share a look into my email campaign for Jungle Stix which has worked well for me to grow my product reviews and ultimately sales.

 

Email #1: The Confirmation Email “out for delivery”

 

What: I like to send an email right when the order is confirmed for delivery. This is generally two days before they will receive the product, so it is a great way to build anticipation for the product.

The Goal: Build rapport and establish customer support. I am not “asking” for anything with this email, but want to introduce myself, reintroduce the product and why it was a great purchase decision, and open up lines for communication.

The Timing:

out_for_delivery_email

 

The Script: This is the script of what the email says. Jump Send automatically pulls in your order-specific information like Product Name, Order Link, Contact Link, and much more. You can select from the Auto Fill Tags below:

auto_fill_tags

 

Thank you again for your order of {{ Product Name }}
See the details on your order here:  {{ Order Link }}
The available tracking information shows that your item is out for delivery today.

Should you have any questions, or if you have experienced any problems with your order, please {{ Contact Link }} right away and we’ll do what we can to make it right. We are here to make sure you receive the best customer service and are 100% happy with your purchase.

 

Thank You,

 

Greg

 

 

Email #2: The 2 Days After Delivery

 

What: I send an email a few days after the email has been delivered. I want to follow up in the days immediately after they receive the product, when they are still excited about the purchase and have fresh impressions of the product.

The Goal: Ideally we get seller feedback or product review from the email. I have primed the customer to understand exactly why they should love the product (I have well-optimized listings that have great copy to convert visitors into customers in the pre-purchase phase, and then the post-purchase emails).

The Timing:

feedback_request

The Script: This is a draft of my email:

Hello,
We noticed that your order was delivered recently. I just wanted to make sure that you’re happy with your {{ Product Name }}. If you have any issues, please reply to this message so I can make it right.

We Need Your Help!

We’re a small business and without your feedback and reviews, we can’t exist.

Your Feedback is Important to Us!

If you think we’ve done a good job, I would really appreciate it if you would leave us your feedback by clicking on the following link.  {{ Seller Feedback Link }}
If you’re not satisfied, before leaving negative feedback, let us make it right. Email us and we will do whatever it takes to make you happy. THANK YOU for being one of our customers.

Thank You,

Greg

 

Email #3: 7 Days After Delivery

 

What: After a week with the product, the customer has presumably experienced the full scope of the product. This email is a great way to bring the purchase cycle full circle, provide customer support, reinforce the value of the product (and our brand in particular), and generate a product review.

The Goal:  If I have not received a product review yet, this is the last great opportunity that I have to convert the customer to write a product review.

The Timing:

second_review_reminder

I send this email 7 days after delivery, however it could theoretically extend to be a longer time frame. The benefit of doing so would be that you give the customer more time to write the review on their own volition. The downside would be that they are less emotionally invested in the product and possibly less likely to leave a review, either on their own or with a reminder email.

 

The Script

 

Hello,

I want to thank you for your order of {{ Product Name }}. I hope that by now you have had an opportunity to try out the product and it meets your expectations.

Can You Do Me a Favor?
Your product review is important to us. As a small, family owned business, your review gives potential buyers confidence in buying this product. If you have not already left us a review, it would help us tremendously if you spent 2 minutes to do so. We truly get great satisfaction out of reading our reviews. If you have used the product and are happy and satisfied, please

 

{{ Product Review Link }}

 

If you’re not satisfied, we would appreciate it if you would give us a chance to address your concerns before leaving feedback. Email us and we will do whatever it takes to make you happy. THANK YOU for being one of our customers.

Thank You,

Greg

 

Jump Send has several proven and road-tested email campaigns that you can use, which makes it super simple to get started with sending email campaigns.

 

Each template can be a great starting point, where you can add/remove emails to the campaign, and of course change the copy to meet your needs.

 

These are the templates that we have to start you off with, if you so desire:

 

templates_to_choose_from

 

What about negative feedback?

 

One concern that some sellers had was asking for reviews from customers who were not entirely happy with the product they received.

 

We have a Blacklist Feature with Jump Send to end any email campaigns sent to a customer that left less than a 3 start seller feedback review. This is very helpful to segment out anyone who is more likely to leave a lower product review.

 

This feature is enabled by default, simply click the Settings Gear icon under the “My Email Campaigns” tab to modify this:

block_on_blacklist

 

 

CONCLUSION

 

I hope that this has helped you in conceiving your own email follow up sequence.

 

Remember, use the wisdom of Judo masters to use momentum in your favor: craft your messages, and time the delivery, to mirror your customer’s mentality and guide them to where they want to go. You have tremendous power with thoughtful and strategic email campaigns, hope that you are able to harness this power to grow your Amazon business!

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Greg Mercer

Founder at Jump Send
Founder at Jungle Scout. Loves all things FBA. Digital Nomad. Amazon Data Nerd. Caffeine Enthusiast. Happiness Fanatic. Tweet him @mercer_greg

Comments 11

  1. Thanks Greg, 8 months in I was really looking for this guide. I would like to know if you use that funny review request email at all, if so do you replace the third message? I had it set up for a standard review request 5 days after and then the funny one 10 days after, but this is 4 messages so I changed it.

    Thanks for all your advice!

  2. Is it possible in Jump Send to send email after some event (Confirmed, Shiped or Delivered) but only to people who left Review with 4 or 5 stars (or with 1, 2 or 3 stars)?

    Thank you.

    1. Hey Anastasia,

      Your emails will go out to all of your customers when they trigger the event. Emails can now be sent based on 4 events: Confirmed, Shipped, Delivered and Refund Initiated. And you can toggle products on each campaign.

      If you were to start vetting which customers you emailed, you would be adding bias to who you ask for reviews, which would not be within Amazon’s guidelines.

      Many thanks,
      Kym

  3. Hi, can these emails be send automatically to Amazon Marketplace customers for FBA orders? How does Jumpsend get the customer (i.e. masked by Amazon) email and order number? It has to be integrated with Amazon, doesn’t it?

    1. Hey Peter,

      Correct, Jump Send has to be linked to your Amazon account 🙂 You don’t have access to the emails but you will be able to set up automated email campaigns to send to all of your customers.

      Thanks,
      Kym

  4. Greg, looks great. Quick question/recommendation, on email #2 is it possible to show the customers a graphic with the 1-5 stars so they can give thier feedback from inside the email? Seems like the extra step of linking back to amazon site could reduce the number of folks that end up leaving the feedback requested.

    Thanks,
    Charlie

    1. Hey Charlie,

      For sure, great idea to add a graphic, which can easily be done in the Jump Send email editor. It would be a nice tactic to see if it improves the click-through-rate and ultimately, how many people leave feedback.

      Customer’s still would need to click through to Amazon to leave the feedback, though.

      Thanks for reading 🙂
      Kym

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