Last year, Amazon Customer Engagement made it possible for brands to reach shoppers who opt to “follow” their store or brand. Now, with the Tailored Audiences tool, these sellers can email any customers who have purchased their brand in the past twelve months.
We’ve heard from many sellers that your top priority is finding meaningful ways to connect with customers. In addition to raising your visibility with new customers, it’s important to build lasting and profitable relationships with your existing customers. Email marketing is a powerful way to do this.
Since piloting our Amazon Customer Engagement tool last year, you asked for new capabilities for you to reach customers.
Introducing Amazon’s “Tailored Audiences”
At Accelerate, we launched an exciting improvement to Amazon Customer Engagement tool: the ability to personalize marketing campaigns and target customers based on attributes, such as product interest and brand loyalty.
Until now, sellers using Amazon Customer Engagement have only been able to market to one segment of their customer base on Amazon: brand followers, or shoppers who opt to “follow” their stores.
With Tailored Audiences, brands can now engage customers who have purchased from your brand in the past. Through the free tool’s easy-to-use campaign templates and customer segmenting capabilities, you can reach out to select customers through email marketing to inform them of new products, offer deals, and inspire repeat purchases.
As of September 2022, we are testing Tailored Audiences in a beta program (in Seller Central, it’s located under Brands > Customer Engagement), with plans to make it available soon to all U.S. sellers who have become a brand registered with customers in the last 12 months. Tailored Audiences will be available as part of the Customer Engagement tool in Seller Central.
3 customer groups you can engage with Tailored Audiences
Expand beyond brand followers when sending free email marketing campaigns and reach these three audiences who have already purchased products from your Amazon store:
- Repeat Customers: Customers who have ordered your brand’s products more than once in the last 12 months
- High-Spend Customers: The highest spending 25% of your brand’s customers in the last 12 months
- Recent Customers: The most recent 20% of customers who have purchased from your brand
Best practices for re-marketing
Manage Your Customer Engagement allows you to monitor the impact of your email marketing campaigns and customer engagement with key performance and reporting metrics, such as open rate, click-through rates, emails delivered, opt-out rate, sales, and conversion.
Follow these tips to optimize your email marketing campaigns and yield the best results:
- Promote deals and new products as your primary product
- Use a lifestyle image for primary product’s supporting image
- Add supporting products to your campaign
- Send one email campaign (or less) per brand per week
- Send your campaign when customers are most engaged
- Use a brand logo image with a transparent background
More improvements coming soon
Currently in beta testing, we expect the full release of Tailored Audiences to be available in the next six months—with more features including custom HTML uploads and improved templates so you can get even more creative with your email campaigns.
Stay tuned for our customer engagement best practice guide coming soon that will feature even more helpful tips for using the tool for re-marketing.