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May 29, 2024

Dominate Your Niche: Build an Email List for Amazon Sellers Like a Pro

E-commerce success on Amazon is fantastic, but it’s like renting a storefront. You don’t own the customer data, limiting your ability to build brand loyalty and scale beyond the platform. This is where email marketing shines. In this guide, we’ll equip you, the savvy Amazon seller, to build a thriving email list and unlock explosive growth for your brand – all with minimal capital.

[00:01:19] – Discussing Email Marketing with Expert Nikita
[00:02:07] – Email Marketing Relevance for Amazon Sellers
[00:03:11] – Getting Customer Data from Amazon Orders
[00:04:22] – Using Landing Pages for Email List Building
[00:05:09] – Avoiding Amazon’s Buy Box Suppression
[00:06:07] – Offering Mysterious Discounts for Email Opt-Ins
[00:07:21] – Effective Opt-In Rates for Email Capture
[00:09:08] – Email Marketing vs List Building Strategies
[00:10:01] – Setting Up Website Pop-Ups for Email Capture
[00:11:15] – Welcome Email Flow for New Subscribers
[00:12:16] – Using Quizzes for Email Capture and Segmentation
[00:13:35] – Importance of Email List Segmentation
[00:15:25] – Using Suppression Lists for Better Deliverability
[00:17:27] – Cleaning Email Lists to Reduce Costs
[00:19:04] – Core Email Flows and Automations to Set Up
[00:21:49] – Cross-Selling Strategies via Email Marketing
[00:24:13] – Tracking Revenue from Email Marketing Efforts
[00:30:28] – Introducing the 10K Collective Uber Mastermind

Why Email Marketing Matters for Amazon Sellers

Nikita, CEO of ASPEKT, a powerhouse email and SMS marketing agency, emphasizes the transformative power of email marketing, especially for hybrid brands utilizing both Amazon and DTC channels. While Amazon provides a launchpad, email marketing empowers you to cultivate direct customer relationships, fostering brand loyalty and repeat purchases.

Here’s how email marketing becomes your secret weapon:

  • Capture customer data you can’t access on Amazon. Though Amazon guards customer emails fiercely, you can utilize product inserts and other creative strategies to collect valuable contact information.
  • Retarget potential customers based on browsing behavior. Leverage ad platforms to reconnect with those who expressed interest in your products but didn’t convert on Amazon.
  • Break free from the buy box trap. Offer exclusive discounts or mystery offers via email, enticing customers to bypass the competitive buy box scenario.
  • Mystery sells! Intrigue trumps generic discounts. Pique customer curiosity with mystery offers, driving them to your email list for the big reveal.

Building Your Email List Beyond Amazon

Now, let’s dive into the nitty-gritty of building your email list:

  • Strategic website popups: Capture email addresses strategically. Consider popups triggered by 50% page scrolling or after 10-20 seconds on your site.
  • Mystery offer magic: Fuel sign-ups with a captivating mystery offer that sparks curiosity and begs for email subscription.

Crafting Core Flows for Email Marketing Success

A well-structured email sequence is the backbone of a winning DTC email strategy. Let’s explore some essential flows:

  • Welcome Flow: This is your first impression! Set the tone with a warm welcome email, including a discount code and a brand story that resonates with your target audience.
  • Value-Driven Content: Go beyond the sale. Provide valuable content tailored to your niche. For example, fashion brands can offer styling tips, while food brands can share delicious recipes.
  • Personalized Product Recommendations: Leverage quizzes to understand customer needs and precisely recommend products. This not only drives sales but also gathers valuable data for future product development.

Segmentation: The Key to Targeted Communication

Segmentation is the art of grouping subscribers based on specific criteria for highly targeted email campaigns. Klaviyo is a popular platform that simplifies segmentation. However, strategy comes first:

  • Clarity is key: Define your segmentation strategy before diving in. (Link to a relevant Youtube video on segmentation can be added here)
  • Start small: On smaller lists, avoid over-segmentation. Focus on a main list, a suppression list for unengaged subscribers, and exclude those who’ve already received specific offers.

Maintaining High Deliverability Rates

Landing in the dreaded spam folder is every marketer’s nightmare. Here’s how to ensure your emails reach inboxes:

  • Clean your list regularly: Remove subscribers who haven’t opened or clicked on your emails in the past 120-180 days. After another 60 days of inactivity, consider removing them completely. Not only does this improve deliverability, but it saves money on email service provider bills.
  • Deal with bounced emails: Address bounced emails caused by inactive or full inboxes.
  • Segment by engagement: Exclude subscribers who haven’t engaged with your emails in a while to maintain a healthy sender reputation.

Metrics that Matter: Who to Keep, Who to Cull

Continuously monitoring key metrics is crucial for optimizing your email marketing efforts. Here’s what to watch:

  • “Never Open, Never Click” Segment: Identify subscribers who haven’t opened or clicked on any emails after receiving five. Suppress them after 120 days of inactivity.
  • Post-Purchase Behavior: Analyze post-purchase behavior. For those who haven’t engaged in 120-180 days, trigger a “win-back flow” campaign to re-engage them. If they remain unresponsive, consider removing them from the list.

Beyond Basic Flows: Advanced Sequences for Maximum Impact

A robust email marketing strategy goes beyond the basics. Consider incorporating these additional flows:

  • Abandoned Browse Recovery: This email sequence targets website visitors who viewed specific products but didn’t complete a purchase. Remind them of their interest and offer incentives to nudge them towards conversion.
  • Post-Purchase Tutorials: Provide valuable post-purchase emails with tutorials and usage tips, especially for complex products. This enhances customer satisfaction and encourages repeat purchases.
  • Cross-Sell Sequences: Recommend complementary products based on past purchases. For example, if a customer bought a toothbrush, you might suggest toothpaste or mouthwash.
    • Important Note for Amazon Sellers: Implementing cross-sell sequences can be trickier due to Amazon’s tracking limitations. Utilizing different links and redirects can be challenging. If your Amazon sales are under $50,000 per month, focus on mastering the core flows before tackling advanced cross-selling strategies.
  • Win-Back Flow for Disengaged Subscribers: As mentioned earlier, this flow targets subscribers who haven’t interacted with your emails in 120-180 days. Offer a compelling re-engagement incentive to win them back.

The Power of DTC Integration: When to Bring in Your Website

Once your Amazon sales reach a comfortable level, typically around $70,000-$80,000 per month, consider integrating your DTC website into your email marketing strategy. This opens doors for even deeper customer engagement and brand loyalty:

  • Product-Specific Information Flows: Tailor email sequences based on specific products purchased. Provide in-depth information, care instructions, or upsell opportunities related to that product.

Conclusion: Building an Email List – Your Key to Dominating Your Niche

Building a robust email list is your springboard to e-commerce success beyond Amazon. By implementing the strategies outlined above, you’ll cultivate a loyal customer base, unlock repeat purchases, and propel your brand to new heights. Remember, email marketing is a marathon, not a sprint. Be patient, continuously optimize your campaigns, and watch your business flourish!

Bonus Tip: Vulnerability is key! Don’t be afraid to share your brand story and connect with your audience on a personal level. Authenticity resonates and fosters trust, leading to a more engaged and loyal customer base.

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Michael Veazey

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