Watch Jenna Lieber, our Director of Client Services discuss Amazon compliant autoresponders on this week’s Facebook Live
What we’re doing to keep up with the changes
As you all are aware, in December 2019 Amazon threw a ton of changes in for autoresponders.
To recap the changes Amazon implemented, You cannot include:
Any external links (this has always been a rule but it is a good reminder!),
Links to Amazon detail pages or storefronts,
Marketing messages or promotions (we are so sad to see this one go!),
Logos if they contain links,
The word “Important” in your subject line,
Promotions for additional products,
Anything that asks for a positive review (you can ask for a review, but exclude anything like “If you had a positive experience please leave us a review here”)
Multiple messages asking for the same review repeatedly,
The same attachment in multiple messages,
Any attachments that are not necessary to complete the order.
Today we are focusing on this rule: You cannot include links to Amazon detail pages or storefronts
Our team has gone back and forth on the matter and because of this rule, we have decided to change our review ask to be a manual process instead of linking the review link. Because Amazon is stating to not include any Amazon links we feel that writing out the steps to leave the review is the more conservative and compliant approach.
Here is what our manual ask looks like:
If you have not already left a review on your experience with us and our product, we would love to hear about your experience!
Simply head over to Amazon and log into your account.
Tap on the menu bars in the top left corner, then click on “Your Orders”.
Tap on our product that you recently ordered, then click on “Write a product review.”
If you have any questions about your autoresponders our team suggests you reach out to your autoresponder software provider directly.
In an age when people love to “shop small”, shopping on a site where over half of the world’s online purchases occur can can feel like you’re doing the exact opposite. But who can resist two-day shipping? Am I right?!? In order to counteract the feelings of detachment, it’s important for sellers to appeal to the buyers desire to “shop small”, contribute to a cause, and connect with a brand. Since most sellers do not have any systems in place to help buyers connect with themselves and their brand, there’s a huge opportunity here for you to capitalize on this area of lack through what is known as goodwill marketing. Here are some ways to show your customers your personality and set yourself apart as a “small shop” on a big platform!
Don’t Forget to Share the Benefits
Is your listing simply spelling out just the features and specs of your product, or are you communicating all the benefits that your product will bring into the customer’s life? While size, material, etc. are important, we recommend highlighting how these specifications will benefit the customer. If the battery in your book light lasts 700 hours, share how it’s a reliable companion for your nighttime read. If your yoga mat has more cushioning than most, highlight how the mat will offer more comfort to sensitive joints during their practice session. Communicate how well thought-out your product is and that will go far.
Brag a Little
Is your brand involved in any type of philanthropic venture? Do you give a pair of socks away to the homeless for every pair purchased? Do you donate a dollar of each order to the Special Olympics? If so, make sure that is abundantly clear in your listing copy. If you haven’t committed to a cause yet, think about what you could do. Consider donating, volunteering or partnering with a non-profit that benefits a cause you’re passionate about. Even a small act of service can really make a difference for a customer teetering between two listings with similar products.
Say Thank You
Are your autoresponders personal? What would you think if you received your follow-up sequence? Your emails are a waste of time and resources if they are going to get automatically deleted. Think about including a more enticing subject line, that makes buyers want to open it. Then once they do, make sure to share your gratitude for their purchase and emphasize your desire for their satisfaction. When customers know that you genuinely care that they purchased and that they are going to be well taken care of during the sales process, it will create raving fans. We shared all about how to show gratitude to your customers in episode 25 of the Playbook for Amazon podcast, so be sure to check that out for more ideas.
When you show customers you care through your listing copy, images, and sales process, you set yourself apart dramatically from your competitors. I challenge you to look at your listings and make some of these tweaks today! And if you need help, one of our favorite services is our listing audit, where we help you to identify ways to optimize your listing, connect with your customers, and more. We’d love to help you if you’re interested.
Whether you are shopping in a store or purchasing something online, we have all had experiences where we feel one of two things:
What a professional company! I feel like a part of their community and I trust that they have my best interest in mind as they are creating product, fulfilling my order, and making sure I’m satisfied. Or…
We’ll see how this product actually works. It may be a piece of junk. I probably won’t be able to return it if it arrives broken. Who do I contact to make my problem right?
Ya feel me? Customer service is a huge part of what makes a company successful. Especially at this time of year when you are enjoying the benefits of the holiday shopping season, don’t miss out on this critical opportunity to delight your customers and express your gratitude to them. For our full list of ways to show gratitude to your customers, check out Playbook for Amazon Podcast Episode 25, but for now, let me tell you WHY showing gratitude is important when you are selling online.
Loyalty
When you are showing gratitude to your customers, they become your raving fans. Not only are they more likely to buy from you again, but they are more likely to recommend your products to others.
Peace of mind
When customers feel that you are genuinely grateful for their purchase, they feel connected to you which develops trust. This helps them believe that if anything is wrong with the purchase, you’ve got their back.
Humanizing your brand
While there are definitely sellers who are just trying to get rich quick, there are other sellers that are invested in making their customers’ lives better. They want to develop quality products that solve problems. We live in a time where “shopping small” is all the rage. If you can offer personal connection to your customer, you’ll be able to endear you brand to them. Customers will feel like their purchase isn’t just another box being shipped out.
If you haven’t been through your own sales process in a while, we highly recommend going through it as if you were a new customer. How does it feel? Are there any glitches? Would you be WOW’d by the experience? If not, now’s the time to make some tweaks. If your customer experience feels sterile and lacks connection, make sure you begin expressing gratitude to your customers. And if you aren’t sure where to start, we love helping companies audit their listings and sales processes, so check out our listing audit for more information.
Watch Jenna Lieber, our Director of Client Services discusses Amazon’s new autoresponder rules on this week’s Facebook Live
Change Up Your Autoresponders As Soon As Possible to Avoid Autoresponder Suspension
We have an update for you regarding your autoresponders and we suggest you act QUICKLY!
Amazon has recently let customers know that you can only contact a buyer to complete an order or to respond to a customer service question.
In addition to this, Amazon has added some rules when it comes to your autoresponders. You cannot:
Include any links (this has always been a rule but it is a good reminder!),
Include links to Amazon detail pages or storefronts,
Marketing messages or promotions (we are so sad to see this one go!),
Logos if they contain a link in them,
Promotions for additional products,
Specifically ask for a positive review (so take out anything that says if you had a positive experience please leave us a review here),
Include the word “Important” in your subject line,
Ask for the same review repeatedly,
Send an attachment multiple times and you can only send an attachment if it is necessary to complete the order.
Wow…that is a lot of rules but don’t let them discourage you from using autoresponders. This is still a valuable review tool and is one that will continue to help all sellers!
There’s no BEST autoresponder software out there. They all have their pros and cons. Depending upon your individual needs, different softwares are “best” for different people. That being said, we want to make sure the abyss of autoresponder options doesn’t suck you in and leave you unable to commit. Autoresponder sequences are a pivotal aspect when it comes to getting customer reviews and so we want you to take full advantage of this strategy.
So, here’s what you need to do:
Read this article about our two favorite autoresponder software. But if you’re short on time, the main things that will help you hone in on the best fit would be:
Price based on the volume of emails you anticipate sending
Level of specificity based on the number of products and sequences you want to set up
A/B testing and how much you want to monitor the results of certain sequences
The metrics they measure like open rate, reviews received, and feedback received.
If you also want additional tools beyond just the autoresponder
Pick one software based upon your needs. Our two favorites:
Write an engaging and compelling autoresponder sequence.
Make that sequence live!
Manage By Stats
Feedback Genius
I know, you’re thinking, “But I don’t know how to write an engaging and compelling autoresponder sequence that leads to action. No worries! We are releasing a brand new course that not only will teach you how to write autoresponders that lead to action and reviews but also a ton of other review strategies that we have used to get tens of thousands of reviews for our clients.
Stay tuned to see what we have in the pipeline for you!
