Earlier this week, Amazon announced the rollout of a new tool, “Manage Your Customer Engagement” that will allow brands to drive engagement with existing customers and increase retention via email.

Here’s a closer look at the announcement and how marketers are using the tool to strengthen relationships with customers in 2021.
 

What is the Manage Your Customer Engagement tool?

 
According to Amazon, Manage Your Customer Engagement allows sellers to:

  • Market directly to Amazon customers who follow your brand
  • Helps build loyal relationships with Amazon customers
  • Increase 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, Amazon Marketplace Operations Associate at Tinuiti


 

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.

 

amazon-customer-engagement-tool-email-example

Example of an email from Amazon’s Customer Engagement Tool.

 

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.

 

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