3 Ways To Increase Email Retention Using Amazon's Manage Your Customer Engagement Tool
Introduced in 2021, Amazon’s Manage Your Customer Engagement tool empowers brands to boost customer engagement and foster loyalty through email communications. This tool enables sellers to cultivate stronger connections with their recurring customers and followers of their Brand Store, utilizing pre-designed email templates for effective marketing outreach.
By leveraging this tool, sellers can enhance their relationship-building efforts and promote customer retention. If you’re unfamiliar with how to use this feature, here’s a closer look at 3 ways marketers are using Customer Engagement in 2023.
What is Amazon’s Manage Your Customer Engagement tool?
According to Amazon, Manage Your Customer Engagement allows sellers to strengthen their relationship with consumers by:
- Marketing directly to Amazon customers who follow your brand
- Building loyal relationships with their Amazon customers
- Increasing the visibility of new products
“Customers love to be the first to learn about new products from their brands. They feel even more appreciated when a brand shares promotions. And once they know and follow a brand, they are more likely to become loyal and engaged repeat customers.”
– Amazon
The Manage Your Customer Engagement program currently supports new product announcements, and additional templates will be added in the future.
“Amazon’s newly released customer engagement tool is an additional lever brands should utilize to drive engagement with existing customers to build a relationship and increase retention.” – Emily Leung, Brand Services Senior Specialist at Tinuiti
What metrics does Manage Your Customer Engagement track?
Manage Your Customer Engagement offers valuable metrics such as:
- Open rates
- Email delivery rates
- Conversion rates
- Sales metrics*
*Keep in mind, sales accounts for total brand sales up to the 14 day period AFTER a customer clicks on an email.
Beauty brand increases sales 233% using Customer Engagement Tool
To provide you with a sneak peek into the effectiveness of this tool, let’s delve into the story of a beauty brand renowned for its ability to market high-quality, luxurious products at affordable drugstore prices.
In July 2022, a beauty brand we work with (who’s name we have withheld for confidentiality purposes) gained access to the Customer Engagement Tool. That same year, the beauty brand had about 18K “Followers” and by March 2023, the brand gained access to almost +162K “Repeat Customer” audiences.
In 2022, 18 emails were sent to 68K customers. The following year, 10 emails were sent to 120K customers, generating a whopping +233% increase in sales – all thanks to the help of Amazon’s Customer Engagement Tool.
Who is eligible for “Manage Your Customer Engagement”?
Manage Your Customer Engagement is available to registered brands that have an Amazon Stores page with followers. If your brand is not already registered, please visit Amazon Brand Registry to see if you’re eligible.
How do I set up Manage Your Customer Engagement?
Once you have a Stores page, create a post that features quality content to increase your followers.
Pro-tip: Stores is a free self-service product that allows brand owners to design and create multi-page stores to showcase their brands, products, and value proposition on Amazon. You can learn more about how Stores provide powerful creative options to improve your performance on Amazon here.
How to set up an email campaign in the Manage Your Customer Engagement tool [in 4 easy steps]
Step 1 – Upload your brand logo: Logos must be in a horizontal layout (3:1 or narrower) and can have a black or white background (JPG) or a transparent background (PNG).
Step 2 – Add a product: Add a recently-launched product (must have been made available to purchase for the first time on Amazon within the last six months).
Step 3 – Select a supporting image: Select or upload a lifestyle image or an image that explains the benefits of the product. Image must adhere to Amazon’s product image requirements.
Step 4 – Schedule your campaign: Select the time range when you want your campaign to send. This will be a five-day period from Monday to Friday. Your email campaign is now ready to send.
How do I know if (or when) my campaign has been approved?
According to Amazon, campaigns are reviewed by their moderation team, who will determine if your content meets our requirements. It takes a minimum of 72 hours for your image assets to be reviewed.
Pro-tip: As you schedule your campaign, make sure you plan ahead to allow ample time for reviews. If your campaign is rejected, its status will change to not approved, and you will need to create a new campaign that adheres to our content requirements.
Editor’s Note: This post was originally published in March 2021 and has been updated for freshness, accuracy, and comprehensiveness.
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