Now, sellers have another chance to interact with and retarget their current clients. The Manage Your Customer Engagement feature, which sends engaging emails to a brand’s followers notifying them about new product launches and discount offers, was secretly introduced by Amazon at the beginning of March. The only real difference between it and operating an email campaign is that you don’t have to access an email list.
The interaction you have with your customers can have a significant impact on the life cycle of your products. Long-term brands should pay greater attention to their customer service. They ought to be cautious about the available Amazon customer interaction services as a result. A tool that improves the usefulness of Amazon Storefronts is Manage Your Amazon Customer Engagement. This tool is a terrific approach to forging lasting connections with Amazon customers while enhancing the exposure of new products because it enables sellers to execute email marketing campaigns to customers who follow their brands.
This is yet another excellent reason to register your brand with Amazon if you haven’t already.
We will explore the capabilities and value of Amazon’s Manage Your Customer Engagement Tool in this article along with its features, eligibility requirements, operation, and campaign setup. To ensure that your efforts are more meaningful, we will train you how to use it more effectively.
What Is Amazon’s Manage Your Customer Engagement Tool?
For brands registered in the Amazon Brand Registry, Amazon introduced a new marketing tool in April 2021 called “Manage Your Customer Engagement.” Customers who “follow” a brand on Amazon can now be directly messaged by the brand owner or its authorized sellers. The “Manage Your Customer Engagement Tool” on Amazon refers to the various tools and features available to sellers on Amazon’s platform to engage with their customers. These tools include features like customer messaging, feedback management, advertising, and customer analytics. Effective management of these tools can help sellers build strong relationships with their customers, improve product reviews and ratings, increase sales, and ultimately grow their business on Amazon.
With the help of the Manage Your Customer Engagement tool, often known as MYCE, brand-registered sellers can start email campaigns and provide relevant material to customers who choose to “follow” them. The “Follow+” button can be found in places like Amazon Live and the Amazon Seller Storefront. Except for Amazon managing the campaigns while you are solely in charge of providing content, it is quite similar to an email marketing campaign.
Although the tool currently supports new product announcements and promotional offers, more templates will eventually be made available.
Who Has Access To Amazon’s Manage Your Customer Engagement Tool?
To be qualified for this feature, you must:
- Become a member of the Amazon Brand Registry
- Have a functioning Amazon store
- Obtaining followers for your Amazon store
We should point out that the tool is currently in beta and Amazon is just gradually making it available to sellers, so even if you match all of the above requirements you could not have access to it. Please refer to our blog “Step By Step Guide To Create An Attractive Amazon Storefront” if you are registered with the Brand Registry but do not yet have a Brand Store. Brands may display their products on an adaptable, multipage storefront that resembles a genuine e-commerce website by creating an Amazon Store.
Your next thought is probably: How can I get followers on Amazon so that I have an audience for my email marketing if I’m a brand registered and have a store there? Amazon advises using another tool called Amazon Posts to grow your brand’s audience. Amazon Posts allow businesses to offer lifestyle photos and other product-related information through a “feed” that followers can read through, much like Instagram and Facebook posts. Please refer to our blog “Amazon Post: Free Amazon Advertising for Brand Discovery.”
A specific tab on your Amazon Storefront allows customers to see your feed. Customers who click on a Post can go to the listing for the item shown there to make a purchase or they can explore similar Posts to discover new goods and manufacturers. Posts promote awareness and persuade buyers to “follow” your store on Amazon so they may get regular updates and information from your company. You can start constructing email marketing campaigns to market your products as soon as you have subscribers.
Should You Use Manage Your Customer Engagement?
There is no excuse not to use this service if you are introducing a new product, have an Amazon Brand Store, and have already registered your brand.
- It costs nothing and takes little effort.
- It increases a product’s exposure.
- The promotion of brand loyalty.
- It addresses the customer directly, eschewing rival advertisements.
Of course, there is a qualification. For this tool to have any significant influence, you need to have a sizable following. We suggest using Amazon Posts to increase your audience and encourage your social media followers to follow you on Amazon so they can learn about your most recent products and deals.
Why Did Amazon Release This Tool?
Amazon is making yet another effort to make their customers’ purchasing experiences more “social” via the Manage Your Customer Engagement tool. Amazon aims to reengage customers and encourage them to make additional purchases. Additionally, by using this tool, customers can weed out fake sellers who have in the past cost the business a lot of money. Consumers are more likely to become devoted and repeat consumers when they receive emails from a brand since they feel even more appreciated. Brands interacted with consumers very occasionally before the introduction of this technology. The retail behemoth may have created this feature to entice additional retailers so it can keep its position as the industry leader in retail e-commerce. This will be an amazing marketing tool to incorporate into your Amazon customer engagement strategy for name businesses that already have a sizable following.
How To Set Up A Campaign?
The process of setting up a campaign is simple, and Amazon is pleased to guide you through it. You can observe that these promotions are currently restricted to the introduction of new products. Amazon won’t permit you to send a reminder to purchase an outdated item as a result. Start by signing into your seller central and going to the brand’s tab to complete the product announcement campaign setup. Following that, follow these rules:
Step 1: Upload Your Brand’s Logo There.
Your company’s logo must be horizontal and in the ratio of 3:1. Accordingly, you require 300 pixels on the horizontal for every 100 pixels on the vertical. They accept two kinds of files:
JPG: The background of your JPG must be either black or white.
PNG: The backdrop of your PNG must be transparent.
Step 2: Include A Product
Your item must have only recently been released and made accessible to Amazon users within the previous six months. Anything older will be rejected by Amazon’s personnel. Enter the ASIN of the item, and Amazon will decide whether it is acceptable.
Step 3: Upload An Acceptable Image
When uploading details on a new product, you must adhere to Amazon’s strict picture specifications. The usual list is available, but we’ll focus on a few of the most important factors when picking a product image.
- No brands or logos associated with Amazon may be used in the image you choose.
- The product must be in line with the title and take up at least 85% of the entire image.
- The outcome must be a suitable, high-quality photograph that isn’t fuzzy.
- Keep in mind that if you have already posted the goods to Amazon’s listings, you will run across many of these circumstances.
Step 4: Make A Campaign Schedule Suggestion
After you’re done, you can turn to the campaign’s schedule. You cannot send adverts on Saturday or Sunday according to Amazon. You are only permitted to use Amazon from Monday through Friday.
Step 5: Await Acceptance
Your campaign will be examined by Amazon to see if it complies with its content standards. If your email is due to be sent out two days after the request, don’t expect a response right away because it usually takes them around 72 hours to complete the approval procedure.
Examine Amazon’s Content Requirements more carefully if you receive a warning that your campaign has been rejected. When you’ve resolved any issues they may have, Amazon will distribute your email to brand supporters.
What Are Brand Followers?
Brand followers on Amazon are customers who have opted to follow a particular brand on the Amazon platform. When a customer follows a brand, they will receive updates and notifications about new products, promotions, and other relevant information related to the brand. This feature is available to registered brands who have an Amazon Brand Store. Brand stores are dedicated spaces on Amazon for brands to showcase their products, tell their brand story, and engage with customers.
By following a brand on Amazon, customers can stay up-to-date with the latest products and promotions and be the first to know about any new releases or sales. For brands, having a large number of followers can help increase brand awareness, loyalty, and ultimately, sales.
What Are The Limitations?
There are various restrictions on the Amazon Customer Engagement Services provided through Amazon Connect and other features. The dearth of available templates is the most visible of these restrictions. You can only send emails at the moment when new products are announced. This is not a problem if your objective is to concentrate on new items. However, what if you want to promote sales of outdated goods? Amazon is unlikely to offer a speedy fix for this issue because they want to maintain control over their platform and are in no haste.
Over the upcoming years, Amazon will probably add more templates to this platform. However, it will be difficult for people to become brand followers and get those announcements up to that point.
What Are the Alternatives To Amazon’s Customer Engagement Tool?
The majority of Amazon Customer Engagement Services are still in their infancy. There are numerous options you should take into consideration as a result. With the A10 Algorithm gaining popularity, some of these alternatives are crucial.
The following are some other options to consider:
1. Amazon Connect
An email marketing campaign should not be substituted with Amazon Connect. It is a substitute that is based only on the concept of customer interaction. By making it simple to set up a contact center for consumers and agents, Amazon Connect is a customer service technology that enhances the customer experience. This customer care solution is scaleable because it is a pay-as-you-go offering, expanding as necessary. Given that it combines audio chat, chat, and task management into a single platform, Amazon Connect is exceptional.
2. Creating An Off-Site Website Platform
Off-site traffic will soon receive more priority at Amazon.com. Amazon can also target your brand’s customers if it can gain some clout outside of the platform. Off-site traffic also suggests that you and the customer have a trustworthy relationship. You cannot use Amazon as your only marketing channel, whether you are an FBA participant or a third-party sell.
3. Amazon Live
Amazon Live is a live streaming service provided by Amazon that allows brands and creators to showcase their products in real-time on Amazon’s website. The service was launched in 2019 and has since gained popularity as a marketing tool for businesses to engage with their audience and increase sales on Amazon’s website. Amazon Live streams can be accessed directly from the product detail pages of the featured products, and customers can interact with the hosts and ask questions about the products in real-time. The hosts can also provide demonstrations, share product features, and offer exclusive promotions during the live stream.
Amazon Live streams are generally hosted by brand representatives, influencers, or creators who have partnered with Amazon. The platform provides tools and features to help the hosts create engaging content, such as customizable graphics and real-time analytics. In addition to showcasing products and promotions, Amazon Live can also help brands increase their visibility on Amazon’s platform, as live streams can appear on the homepage, search results, and related product pages.
4. MailChimp or Other Email Marketing Platforms
Creating an email list with MailChimp is akin to the whole “create your website” thing. If you’ve ever heard experts refer to “the money being in the list,” this is what they mean.
The regulations for MailChimp differ if you use off-site content. Nothing you display here is under the control of Amazon. It’s true that if you use spammy tactics, a dissatisfied customer might voice their worries about your business.
If you wish to build your email list, attempt to adhere to Amazon’s general rule. You should be OK if you just approach them if you have something worthwhile to offer.
5. Amazon Posts
Amazon Posts are a great approach for marketers to increase customer interaction while they are still in beta. While it may not direct those who are not currently utilizing Amazon, it may entice those looking for high-quality content. You can enroll in the program for free since it is currently in development. A free content platform on the website of the biggest customer-focused corporation is too good to pass up.
Don’t rely on Amazon Posts as your only sketching platform because it has some restrictions. You’ll discover that it’s difficult to keep track of how many sales you make using this platform. Always keep in mind to diversify your targets to counteract this weakness.
6. The Amazon Product Description Page
It’s simple to overlook the fundamentals when discussing the Amazon Customer Engagement Services list’s fancy new capabilities. If we know anything about marketing, it’s that we frequently forget about other important aims while overly savoring the shiny new tool. These targets are the Amazon Product Description page, which offers numerous opportunities to hit Amazon’s SEO goals. You may turn your product description page into a true powerhouse in your combined attack by combining it with us.
Keep in mind that a decent description still does wonderful things despite all the flashy new bells and whistles that Amazon releases in the upcoming years.
Frequently Asked Questions
Do all marketplaces offer the Manage Your Customer Engagement tool?
No, only US merchants are eligible for this beta program.
Is There A fee?
There is no additional cost because it is a component of the brand register. One thing I’ve discovered over the years is that it’s always a good idea to try out something that Amazon is offering for free.
Where is the MYCE Dashboard located?
It can be found under Seller Central’s “Brand” tab. Even if you have a fully functional store and followers, you might not be able to see the dashboard just yet because Amazon hasn’t made it available to everyone. Simply wait a few more months; in the interim, you can always come up with follower-growth strategies.
How Can I Assess My Campaigns’ Effectiveness?
Although this tool is still in beta testing, sellers are given data on Open Rate and Total Reach for each campaign even though more sophisticated data is not yet available.
What Advantages Are There?
In the words of Amazon, “The Manage Your Customer Engagement tool empowers your brand to build loyal relationships, increase retention, and drive engagement.”
Final Thoughts
Engagement with customers may be challenging, especially on sites like Amazon. To hit all the right targets can be very overwhelming given all of their constraints and rules. This topical guide is intended to assist your company in realizing its growth potential. With continuous support, we anticipate that the templates for this platform will go beyond discussing brand-new product launches. Because occasionally buyers need a little reminder of how amazing your older merchandise is. If you sell supermarket products on Amazon, the same method generally won’t work.
How SIPRANSH ECOMMGROWTH Can Help Sellers With Amazon’s Customer Engagement Tool?
1. Strategy Development: Our agency can work with you to develop a customer engagement strategy that aligns with your business goals and objectives. We help you identify the best tools and features to use on Amazon to reach and engage with your target audience.
2. Campaign Management: Our team of experts helps you manage and optimize your customer engagement campaigns on Amazon. This includes managing your advertising campaigns, optimizing your product listings, and monitoring customer feedback.
3. Analytics & Reporting: We provide detailed analytics and reporting on your customer engagement efforts on Amazon. Such metrics are click-through rates, conversion rates, and customer feedback, which can help you make informed decisions about future customer engagement campaigns.
4. Training & Education: Our team provides training and education to help you and your team better understand how to use Amazon’s customer engagement tools effectively. We help you maximize the impact of your customer engagement efforts and improve overall business performance on Amazon.
