Amazon’s Customer Engagement Tool for Brand Registered Sellers
Brand Registered sellers now have the ability to access the Manage Your Customer Engagement tool on Amazon Seller Central. Amazon has this informative video announcing the tool. The customer engagement tool lets Brands engage with their Amazon followers over email. This can help drive brand loyalty, retention, and engagement with Amazon customers.
Amazon’s new Manage Your Customer Engagement tool connects customers and brands to build loyal relationships, increase customer retention and drive engagement on the Amazon platform. You can market directly to Amazon customers who follow your brand, which helps build customer loyalty and can help increase the visibility of new and current products on Amazon.
This tool is available to sellers who have a Brand enrolled in Brand Registry. The tool lets you manage your content and send email campaigns to customers who have purchased products from you on Amazon. This email marketing could be leveraged to send new product announcements, offer sales or promotions, inspire more purchases, and more. The impact of these campaigns can then be monitored by key metrics such as sent, opens, clicks, the detailed send analytics are updated weekly
While any Brand Registered Seller can use this tool, Amazon encourages Brands to achieve 1000 or more followers on Amazon for the best experience. You can gain followers when a customer clicks follow on your Amazon Storefront or on Amazon Posts. Amazon has Guidelines on how to grow your followers using Posts and Stores and build your own curated brand on Amazon. They encourage you to post frequently (3-5 times a week) to get more impressions and click for free. You can create many posts at one time, and then schedule them to go live on designated dates. We recommend using any other social media content you have in tandem with Amazon Posts, any content you have developed for Instagram or Facebook can likely also be used on Amazon Posts. Amazon Posts show up on product detail pages, in content feeds for related products and categories, or in a special feed on your live Stores.
How do I use Amazon’s Customer Engagement Tool?
The Manage Your Customer Engagement program currently supports new product announcements, and additional templates will be added in the future
There are just a few easy steps to creating an email campaign with the Manage Your Customer Engagement tool. Amazon also outlines these in a Training Video.
Visit the Customer Engagement page, which can be found on Seller Central under Brands > Customer Engagement
Select “Create campaign” and select your brand
Input information for your campaign. First, Input an internal title for your campaign (customer won’t see this, it’s for your reference only). It can be helpful to include the ASIN and product name.
Select an Email Subject from the drop-down. There are pre-created options to choose from, you may not create your own. There are options for a new product launch, or for a featured product
Upload your brand logo. Your brand logo should be on a transparent background, File Type: PNG, JPG. Aspect Ratio: Horizontal (min 300x100). Maximum File Size: 5MB – 8MB
Select a dark or light background for the header. A light background is recommended for dark logos, while a dark background is recommended for light logos.
Select a header for the primary ASIN section from the drop-down
Input the ASIN that you are focusing on in this email campaign, and select or upload the supporting image
If you wish to add support products, you can also add up to 4 to the campaign, input those ASINs
Select a delivery date window for your campaign to go out
Select Preview and verify the display
Launch your campaign
Amazon will review and if approved run your campaign
After a campaign is complete you are able to track its success on the dashboard, which will display how many were sent, opened, and clicked.
This tool can be used to connect to your customers and build your brand on Amazon. It is another way to continue to generate more traffic and impression for free, and it is more direct as it reaches specifically those who follow your brand and have likely purchased from you before. Use this tool to connect to customers and increase brand awareness and loyalty, and continue to sell successfully on Amazon.
If you have a trademarked brand but you aren’t registered on Amazon check out our post on how to become brand registered on Amazon or reach out to us with questions below.