Getting reviews for a product on Amazon is becoming increasingly difficult. Amazon continues to implement new programs and Terms of Service, limiting seller’s abilities to elicit reviews. One age old strategy for capturing customer reviews is sending follow up emails to customers and skillfully asking for product and seller feedback. Join Cam and Casey as they dive into the data that has resulted from thousands of split tested email follow ups with in-house email copywriting guru Brandon Stewart.
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Follow the Data Show Notes
- Wondering what exactly Amazon says about what is and isn’t okay in follow up email? Get your information straight from the source.
- Want to be on the show like today’s listeners? Have your own story of entrepreneurial success? We’re working on an episode that features our listeners! Leave us a voicemail at (317) 721-6590 with stories or questions about your Amazon business.
- Initial reviews are so important. Wondering how to get that social proof for your product? Check out our blog post from this summer about Amazon’s Early Reviewer Program.
- Check out the Viral Launch YouTube channel and look for Cameron’s Fireside Chats where you walks through how to get the most out of Product Discovery.
Podcast Transcript
CAMERON YODER:
Getting reviews for a product on Amazon is becoming increasingly difficult. Amazon continues to implement new programs and Terms of Service, limiting seller’s abilities to Elicit reviews.
One age old strategy for capturing customer reviews is sending follow up emails to customers and skillfully asking for product and seller feedback. Today we dive into the data that has resulted from thousands of split tested email follow ups on Amazon. I’m Cameron Yoder
CASEY GAUSS:
And I’m Casey Gauss, your host for Follow the Data: Your Journey to Amazon FBA Success. In this show we leverage the data we’ve accumulated at Viral Launch from over 29,000 product launches and our experience working with 6500 brands to help you understand the big picture when it comes to Amazon and, more importantly, the best practices for success as an Amazon seller.
CAMERON YODER:
In today’s episode, we sit down with our in-house email copywriting guru, Brandon Stewart, to talk about the best practices for writing email follow ups. Although this tactic for generating reviews typically only provides a minimal return, we believe that reviews are way too valuable to discount any method that produces results. In other words, if you can leverage these tips to get even one review, we believe it will have been worth it.
Let’s jump in
Okay so today’s topic, we’re talking about reviews. It’s a very good topic to talk about, and Brandon is here with us to give us the low-down on reviews with Amazon. So first, before we jump into Amazon, maybe Brandon, maybe you should touch on the email landscape in general, so outside of Amazon. What is the landscape of emails like?
BRANDON:
Yeah, so typically people sign up to get emails from companies like Nike or Disney or Southwest Airlines, you name it, and all the emails are a little bit different because people sign up for a particular reason, right? So Nike it might be because they want to see the new contest Nike has or the new videos or the newest shoes or sportswear. And the same thing with Southwest, they may want to see what are my mileage or points or how can I gain more points or how can I double my points, or … they’ll send a happy birthday email to them, and Disney you’re looking at new toys, new videos, new movies coming out: things like that. That’s really what the email landscape is today. People sign up to a particular company, and they’re receiving content from that particular company.
CAMERON:
Because they wanted to go there in the first place, right? So they chose to go the website, and they chose to sign up for their email. Right?
BRANDON:
Yes, yes just like that. Probably, for most of these, they probably signed up online. Some of them, like for example if you’re in a store, they may have you sign up for that for some free coupons or something like that in that store.
CAMERON:
Wouldn’t it be nice as Amazon sellers for people to come and want to sign up for our email follow ups. So that’s the … that’s the general email landscape right now. So compare that to then what Amazon is or what’s present on Amazon.
BRANDON:
Yeah, so Amazon it’s … so I don’t know, you probably buy a lot from Amazon. I know I do.
CAMERON:
Sure.
BRANDON:
I’m sure Casey does as well.
CASEY:
Oh yeah
BRANDON:
And whenever … I don’t always buy a repeat item on there. Many times they’re one-off products. I needed a new phone case for my newest phone or a car case … a case to keep my phone in my car to hold it there, and things like that. And many times they’re from private sellers, from these private labels. I don’t know who they are. I didn’t sign up to be a part of their email program or anything. I know nothing about this brand. And really it comes down to … you have to put yourself in the buyer’s shoes. If you were to send them an email, they don’t know you. They don’t know anything about you. And so you gotta, you gotta make things sort of small and brief.
CASEY:
I’ve been hearing about a lot … or I’ve been hearing about a lot of people saying, unsubscribing from Feedback Genius, FeedbackFive, whatever email follow up service provider because less and less emails are being sent out, I’m paying a monthly subscription, and I’m just not getting very many reviews from it. I have two thoughts there. One, listen to this podcast like you are so that you can get some tips on how to improve your email follow up sequence overall. And then two, anything that is driving any amount of reviews, I’m talking about one review a month, whatever, is worth however much money you’re spending. As reviews seem to be from our perspective, from our data, kind of the currency to driving success or driving sales on Amazon, you need every review possible. And so if you’re getting one review a month from your email follow up sequence, that’s one review more than if you weren’t. And honestly looking at the flip side, if you’re not using email follow up sequences, what are you using? Sure you may not be getting a satisfactory rate, but you are getting some kind of rate, and that rate is contributing to the top-line sales that you are or will be seeing in the future. So …
CAMERON:
It really is a refining process. It’s a process that you need to be involved with pretty heavily and keep a close eye on, and Brandon, today … today we have a pretty good handful of comparable steps or kind of tips in general for you guys to follow. And so Brandon, if you could start out, what is the first thing that you would recommend with the idea of revising email follow ups or things that you’ve seen work extremely well. What’s like tip number one that you can give our listeners?
BRANDON:
I’d say tip number one would be don’t … you have to write in such a way that gets their attention, so if you go in there, and you write a story such as “We’re a small seller, and we would love to have a review, and we thrive and depend on your reviews.” Well, you have to understand, people receiving this email, they honestly don’t care about your company, they don’t care about your business. And that’s kind of how you have to look at it. So you want to provide them something that’s worthwhile.
CASEY:
Not only that, but I know that when I see just a wall of text in an email, I’m not even going to read it because who knows how long it’s going to take me. It’s not interesting to me, right?
BRANDON:
And that’s usually what it is too. It’s 3 or 4 paragraphs of all about the company and all why they need your review. They must have a review to survive or if they don’t have a review from you they may go out of business the next day.
CAMERON:
How detailed would you say people need to be then? Because I’ve heard you talk about drama, being dramatic with emails where companies will write maybe not their whole company story, but they’ll try to maybe draw out this big story or somewhat of a story in their email. How detailed do people need to be or how dramatic do people need to be if at all?
BRANDON:
I mean, look at the emails you get from Amazon. They’re very simple; they’re plain, right? And you … it would be best … it’s, from what we’ve seen it’s best to mimic that style. Having something simple: here’s your package, it’s on its way. Things like that.
So number one is not writing all your story out. Now if you have an amazing incredible story—I was a broke college student, and now I’m doing well on Amazon, and hey leave a review—that may be okay, right? That’s a cool story to have. But don’t write something that is basically begging them to leave a review, which is what we see all the time.
CASEY:
I think it’s also important to qualify Brandon, I don’t know … I don’t think we’ve done that so far. So Brandon has … so we used to have this package, we are removing it from our site right now. It just doesn’t make business sense to have Brandon time there, we need Brandon focused on things that we’re doing internally at Viral Launch. Not launching products, I mean like writing emails to our Viral Launch customers. Anyways, Brandon … we had this service, we called it Review Booster, and one of the packages there was management. And so essentially, we would … Brandon would write the emails and then we would go in, implement them for you and then we would manage the subject lines or the structure or different language in the emails to make sure that we were optimizing your open rate and then click-through rate. And so Brandon literally did this for thousands of emails, brands doing everywhere from 40 million a year to people just putting their first product up on Amazon. So this guy has seen it all. He’s used all of the email follow up services. This guy has experience like, you know probably nobody else in the industry, which is pretty awesome. How’s that make you feel Brandon?
BRANDON:
Oh fantastic. All warm inside.
CAMERON:
So this tip was really centered around simplicity, right, and being simple.
CASEY:
Could you give us like an example?
BRANDON:
Of …
CAMERON:
Of being simple. What does being simple look like specifically in an email sequence?
BRANDON:
Yeah, so first one is the let’s say let’s squash negative reviews. Let’s go to another tip. And this is part of the simplicity, of that.
CAMERON:
So this is tip number two.
BRANDON:
Yes, let’s say tip number two. Here’s how you can squash negative reviews before they happen. So when you … so two things first. So Amazon sends out a thank you email or an email that you purchased a product. So you don’t have to do that. They also send you an email when your package ships. So you don’t have to do that. So what I would say is … what we’ve found works best is sending out an email when your product is out for delivery, and you can do that in specific email marketing platforms, email services for Amazon. And inside of that, it’s gonna have something just really simple. It’s gonna have something like “Your product is on on the way,” and it’s going to have an image of a product, right? And then it’s going to have a few tips and tricks about your product, depending on what you need to do. Say it’s a workout product, well you’re probably going to have to have a PDF or an ebook or a gif or a gif, whatever you’d like to say in there, of someone using that product, and it doesn’t have to be very detailed at all. All you’re doing is showing them how to use the product, that it’s on its way, and if there’s any issue at all, please leave me … please contact me right away, and then have a little contact link in there.
CAMERON:
So this is a primer, this is like a primer email. So they haven’t received it yet, it’s on its way, and this is email one of …
BRANDON:
Of two
CAMERON:
Of two.
BRANDON:
I would say three at the most.
CAMERON:
Okay.
CASEY:
So yeah, I think this is important for people to know. A lot of people just look at email follow up sequences as just a way to drive seller feedback or product reviews, but you know, as Brandon has seen, and you know as we think that you should be doing, you should be leveraging this to avoid negative reviews and potentially, as Cam is talking about, prime them for a good review. Show them how to use the product. Show them how to get the most out of the product. You know, at that point, you’re just improving the overall customer experience for them. And when Brandon talks about leaving a link so somebody will contact you, definitely you know, this is not the “Hey if you had a good experience, click this link. If you had a bad experience click this link.” This is something very simple like, “Hey if there’s anything you know we can do for you … maybe Brandon wants to share the exact language, shoot us an email, here’s the email link here.” Nothing more. No buttons. No tricking people to go where they’re not entirely sure they’re trying to go. This is very very simple, people. We wrote email follow up sequences for people, and I think they were expecting us to write, you know, a couple novels for them in these emails, but it’s like the data is showing us that the very simple, and again if you look at Amazon, they have an insane amount of data. This is how they’re writing their emails, just very simple, very to the point, using very simple language. You know, it can be tempting to use sophisticated language or something so that your brand appears very sophisticated, and I understand that, I think you need to take those things into account, but for the most part what the data shows us is that what works is very simple language. Brandon, you know, Brandon studies copywriters all the time. And you should be writing to the what? What grade level or something?
BRANDON:
Yeah, typically the eighth grade level. Um, I think what is it Ernest Hemmingway’s book The Old Man and the Sea, which won a, I think it won a Pulitzer Prize, was at the fourth grade level.
CASEY:
Oh wow.
CAMERON:
Really?
BRANDON:
Yeah
CAMERON:
Oh man. Well, okay so this … this second tip, you’re … just to summarize what this email, this initial delivery, this primer email would look like, again. So it would involve something like “Hey, your product’s on the way.” Right? And then it would involve, if there are instructions needed or if there are instructions involved with the product, including those with something like a video or a gif or gif, however you pronounce it. Right?
BRANDON:
Yes, to an extent, but with Amazon’s terms of service, you … you’re not really supposed to include a video. You can include attachments up to 10 megabytes. There’s nothing in there about video. We’ve seen it happen before … I haven’t heard of anyone being delisted because of that.
CASEY:
Or suspended.
BRANDON:
Or suspended or anything like that. It … you know, you’re more than welcome to try it. But according to Amazon’s terms of service, don’t do it.
CAMERON:
Right. So the … your product is on its way, possible informational thing, and then the third part, which I want to touch on again is the contact us button.
BRANDON:
Yes
CAMERON:
So this, the main tip is to squash negative reviews. It’s to basically put yourself ahead of those negative reviews. I think this contact button is what a lot of people miss. Where they try to or they get negative reviews for their product, and maybe they ask themselves “Oh, another negative review! How do I get around this or how do I prevent this from happening? This, I see as a really preventative step of making that happen.
CASEY:
The downside is that it’s hard to quantify the effectiveness, right?
CAMERON:
Right.
CASEY:
It’s not like Feedback Genius is sending you a report of, yeah, you know, you stopped five negative reviews this week.
CAMERON:
But it’s one of those things to have in place just in case. It’s like a Why Not?
CASEY:
Yeah, it’s a Rather-Be-Safe-Than-Sorry.
CAMERON:
Right
CASEY:
Especially if, you know, you’re just launching this product, getting one negative review right off the bat, you know … no good.
BRANDON:
Yeah, and it gives them a … essentially it stops them from doing that, right? It stops them from going “This product sucked, and I’m going to leave a bad review.” It says something to the effect of … I think the copy I use is, “If there is anything wrong with your order, please contact us or please let us know, please inform us.” And then there’s a big bold “contact us” link they can click on, and it goes right to their email.
CASEY:
And that way they know if something goes wrong throughout the process, hey, here’s who I can reach out to. Versus going straight to the review page.
CAMERON:
Review page, writing a one-star review, bringing your overall rating down.
BRANDON:
It’s essentially telling them we’re here for you, and we’ll take care of your problem for you, not a problem, not a big issue.
CAMERON:
And it’s not a guarantee, but it’s a chance, and if reviews is all about taking as many chances as you can get to improve your rating or to improve your overall score, and this is one of those opportunities that you would not want to pass up.
So, okay let’s move on to the next tip, tip number three. Brandon, what do you got for us?
BRANDON:
Well, for the third one, a lot of people want feedback, but what we’ve found is that feedback does absolutely nothing for your sales.
CAMERON:
Right, right
BRANDON:
And it’s really the review. So the second email to send out, third tip, is to get a review. And the best way to grab that review is not to ask them outright, “Hey, leave me a review.” or go back to that …
CAMERON:
Wait, hold up. Say that again.
BRANDON:
Hey leave me a review!
CAMERON:
So but you’re saying that’s not the best way to ask for a review.
BRANDON:
It’s not the best way to do that because if you think about you and I, or anyone in general, we want our opinion, to share our opinion, right? You want to say to someone, Hey what’s your opinion on this or what do you think about this? How did you feel about that product? Right? And that’s probably, from what we’ve found, is the best question to ask. So the email setup looks a little like this. At the top, it’s going to have something to the effect of: Thank you for purchasing or thank you for ordering and then the name of the product …
CAMERON:
Just to reiterate, this is email number 2. Right?
BRANDON:
Yes, that’s correct.
CAMERON:
Okay.
BRANDON:
And the best time to send out email number two is whenever they’ve used your product. So if it’s, say, a workout product, it may take them a week or two to even begin using it. If it’s something like a phone case, they can probably use that right away. In general, we’ve found the second email to send out, the best time is roughly five days after delivery, after they have that product in their hand and they can use it.
CAMERON:
So just to … I want to jump back a little bit. But the first email, the delivery email, is that after they’ve ordered your product?
BRANDON:
That is when it’s out for delivery.
CAMERON:
When it’s out for delivery.
BRANDON:
Yes
CAMERON:
Okay
BRANDON:
When it is going to be in their mailbox that day.
CAMERON:
Okay, so when it’s going to be in their mailbox that day is email number one.
BRANDON:
Correct
CAMERON:
And number two is …
BRANDON:
Five days after delivery
CAMERON:
Five days after delivery. Recommended.
BRANDON:
Recommended.
CAMERON:
Okay, okay good. So touch on that aspect again. It’s not asking for a review. It’s asking for their opinion.
BRANDON:
Correct
CAMERON:
Okay, tell me more about that.
BRANDON:
Yeah, it’s it’s … you can ask them to leave a review, it’s almost as if they have to do a solid for you. It’s like Hey, here’s a favor. Can you do this for me? Can you take time out of your day to tell me what you thought about this product? Well, more than likely they’re just going to click out of that.
And the best language we’ve found is something along the lines of “What is your opinion?” or “What did you feel or think about the product?” or “What did you feel about … and then you name the product.”
CAMERON:
So do you think people have a stigma against being asked to leave a review. Like, do you think sellers are aware enough to where that creates like a …
CASEY:
You mean buyers?
CAMERON:
Oh yes, sorry, buyers! Not sellers. Where buyers are … where buyers have this … have a negative feeling towards being asked, like Hey leave a review for this product. Do you think they feel that negative? Or they’re just not aware of it?
BRANDON:
I don’t know if it’s a negative feeling. It’s more of Oh I’ve got to do this other thing. I have all these things I have to do today. I just got home. I just sat down. I’ve got to feed my kids now, or I’ve got to eat myself. And I’ve got to go work out, and I have to do dishes. I’ve got to do the laundry, and now there’s this other thing this company wants me to do, someone wants me to do. Why would I want to do this for them?
CAMERON:
And so the opinion is not necessarily asking … asking them to just … that word that verbage is not necessarily not asking them to do another thing, it’s inviting them into something that they want to give, which is their opinion.
BRANDON:
Yeah, right, who doesn’t want to be asked their opinion on something, right? And that’s really what it comes down to. You try something out, and you say What did you think about that? What is your entire opinion on that?
CAMERON:
Do you think, people, listeners right now with all their email sequences set up, do you think it would be a simple step to simply replace the word review with opinion? Or is there specific wording or verbage that should be built around the idea of asking for an opinion?
BRANDON:
I think the best thing to do that is to help them with their opinion. And I don’t mean that in a negative way or a … some type of …
CASEY:
A manipulative way
BRANDON:
… influencing them in a certain way. So from what we found and the best way to do is to show them some reviews, some actual reviews from the product itself. So you can even have two five star reviews and a four star review. And you know, not everyone is going to have all five star reviews. You want to show them that people … you want to show them that you are not perfect, right? Not everyone thinks you’re perfect. I mean, someone may have left a four star review. And then give them one or two sentences, show them one or two sentences of that review. Make sure you put it in quotes. Make sure they know it’s a real review. And then after that, or before that say: Here’s what a few people have shared with us or here’s what a few people have told us about … and then the name of the product.
And then after that is where you ask, What is your opinion? What do you think?
CASEY:
And we do want to make sure that we again stipulate we’re not telling them to say these things.
BRANDON:
Correct
CASEY:
We are not writing reviews for them, anything like that. We are essentially just showing them, hey here’s what some other people have said. What do you think? And again, we’re not saying if you had a good experience, what’s your opinion. We’re not saying anything like that. We’re just asking what your opinion is. I do think that there is some level of inherent risk, one, just with sending email follow ups and maybe potentially with this language. So again, just wanted to stipulate: do this at your own discretion. Use whatever … however risk tolerant you are, assume that risk. But just know we are not saying this is 100% you should do this. We are saying we have never had a seller get in trouble for this kind of language, and yeah …
CAMERON:
I would also recommend … so part of one of Brandon’s recommendations, which was to have a contact us button, really helps you field negative feedback. So ideally, in a perfect world, you would have a great product that works all the time, that does not show up damaged at all, that doesn’t malfunction in any way. But having, having something like the contact us button does really helps you get ahead of negative feedback, number one, but number two, you should really look at the negative feedback that you’re getting if you’re getting any, to ask yourself Okay how can I improve my product. You should just be … you shouldn’t just have negative feelings towards negative reviews and say, Oh I’m just not going to pay attention to them; they’re all wrong. No, you should ask yourself if what they’re saying is true and/or how you yourself can improve your rating or how you yourself can improve your product, which will then in effect improve your overall rating as people review your product. Okay Brandon, we went over those tips. Those are three main tips. There’s a lot of stuff in there, but what … if someone was to come up to you, if a seller was to come up to you and ask, Brandon what’s the biggest … what’s one main tip that I can use right now to improve my review follow up, what would you say? The one, like the biggest thing.
BRANDON:
I thought I just gave them away.
CAMERON:
You gave … you gave … but even I would say if it’s one of these, pick one of them. But I’m asking you for the biggest one.
BRANDON:
Yeah, I think …
CASEY:
Which of the tips that we’ve given is going to have the largest impact?
CAMERON:
Right
BRANDON:
I mean, they’re both going to have a massive impact because if you’re going to stop negative reviews and then if you’re going to at least hopefully gain a review, those are both great things. Obviously, getting a review is going to do more for your business, hopefully, than anything else. than even stopping a potential, well … not stopping a potential negative review I guess, but … if you can get a review, I think the second email is the most important. It really is the most important one that we send out because you’re gaining a review from that person who just purchased, just tried it out, just used it, whatever you want to say. And now they’re going to give their honest opinion about it.
CAMERON:
Brandon, could you … could you go over with us, so we’re talking about Amazon Terms of Service, right now. Could you go over just what, what people should … what is not allowed from an Amazon Terms of Service perspective, what is not allowed in review follow ups.
BRANDON:
Sure. A few of the things that we see the most is linking to some kind of outside … website or your own site or even to Hey check out our Facebook page, or like us on Facebook. Those are all not allowed. Or linking to a YouTube video. Anything that goes outside of Amazon is not allowed. Amazon doesn’t like that at all. They want to keep the money going to themselves.
CAMERON:
Of course. Of course.
BRANDON:
So that’s one of the major things that we see. The other thing is including some sort of incentive to leave a review or even … not even saying Hey leave a review and we’ll give you a coupon. But putting a coupon code inside of a request for a review, right? That’s definitely frowned upon. That goes against Amazon’s terms of service.
Some other things are … if you hire your own HTML coder to create your email follow ups for you, doing something that is prohibited inside of an HTML tag that Amazon says on their website don’t use these HTML tags, or here’s what’s allowed don’t do anything else with that or CSS class, things like that.
We’ve also tested graphics before inside of emails. So if you’re going to make an amazing and beautiful graphic or some type of beautifully designed template for your email, it … from what we’ve seen it doesn’t do as well as … for example Nike, you get a … you receive a email from Nike. Alright, cool, great, awesome. And it’s going to be beautifully designed. It’s going to be that brand’s layout, and you’re going to identify with that because Nike has spent billions of dollars on advertising. In general, and so that aligns with the advertising you’ve seen online, on video, on TV, on YouTube, wherever you may have seen that, inside of magazines. And that email newsletter, or that email template aligns with that. And with people signing up for … buying your product, on email, that graphic, you know they don’t really know your brand all that well. They don’t know your … this is your color, and this is the exact font you have to use. They don’t know any of that. So keep it as simple as possible. Use large buttons that are yellow highlight … yellow background with a black text or a white text, just something like that.
CASEY:
Why yellow?
BRANDON:
That really stands out. What’s that?
CASEY:
Why yellow?
BRANDON:
It’s what Amazon uses, right, and it really stands out. It really helps to stand out, and I think it makes people go, Oh this is still in the Amazon ecosystem. I can feel that this is a part of Amazon.
CASEY:
It’s the little things guys.
CAMERON:
It is. It’s the little things. What about … what about tips or overall strategy for utilizing feedback services. So services that optimize your email sequences for you. Do you have any words on that or any mistakes that people make. What things aren’t people doing well with those services?
BRANDON:
Yeah, I mean it really is very basic. It really comes down to not making it easy enough … for example like Casey was talking about earlier, including a lengthy amount of text and then … or having multiple links inside of that email, you know. At the most our delivery email has one link in it: contact us. At the most, our review email has two in it. It’s got a what is your feedback … what did you think about this product, and the second one is Hey, if there’s any problems or anything we could have made better, please let us know. That’s another link, and that just goes right to your contact us.
CAMERON:
Gotcha. So the theme that I’m getting a lot is really keep it simple. Keep it simple. Have a well thought-out plan while keeping simplicity in mind. Have a contact us button. That’s pretty much it right?
BRANDON:
Basically! That’s really it. If you think about opening an email before, for example you’ve probably opened a Best Buy email. And they have 1,000 different products on there. Well, that email’s not going to have a very big, what we call a click through rate, where they click on something and go and buy that product because it’s overwhelming, there’s so much to look at that people will just instantly delete it or just go to their next email. So you want to make it as simple as possible. No excuses. One simple link in there.
CAMERON:
One simple link. Keep it simple. Simple link. One simple link, and asking for people’s opinion.
BRANDON:
Yes, and white background, black text.
CAMERON:
White background black text.
BRANDON:
You can make a big headline.
CAMERON:
Yellow.
BRANDON:
Yellow button.
CAMERON:
Yellow button! To mock Amazon.
BRANDON:
Yes, and I’ve seen in the past people using Amazon Seller, having that image at the very top of an email. I believe it is allowed. I’ve seen it used. I have not heard of anyone having …
CASEY:
Sorry, what was that?
BRANDON:
Using a small link or an image that says Amazon Seller on it inside of the email itself. And it’s actually using Amazon, the Amazon seller logo inside of that email.
CAMERON:
Interesting.
CASEY:
Yeah, I haven’t heard of it.
CAMERON:
I haven’t heard of anything like that either.
BRANDON:
And some good subject lines like that are asking them about their Amazon order. It’s not just How was your order? Or did your order arrive? It’s did your Amazon order arrive? Or how is your Amazon order? What did you think about it?
CASEY:
Again, you have to remember that a lot of consumers or a decent amount of consumers still think that Amazon is the one selling them these products, not, you know, brand XYZ.
BRANDON:
And that’s why it’s always good to not have your brand at the very top. Like thanks again for buying the name of your brand and then your product. Like, no they just want to know the product, and make sure you put an image in there so they can identify with what they just purchased.
CAMERON:
I think that’s really important to reiterate, the brand thing. So again people don’t associate with the brands that are on Amazon. They associate with the product, assuming that it’s Amazon selling them that product.
CASEY:
You know, I totally get it. The brand is your baby. You care about that, you want to push branding and … but you have to remember a lot of people don’t pay attention to the brand. They’re just buying whatever your widget is, and so if you say Thanks for your brand-whatever purchase, they may be confused. They may not know what’s going on.
And so always pushing it kind of from the context that they understand, which is I just bought this from Amazon, will provide better responses through open rates, click rates, and then also Brandon mentioned including an image, and the reason here is maybe you buy … you just had five things delivered throughout the week, you had ten, fifteen things delivered. I mean … it’s a lot, and so you need to easily show them so they can quickly identify, yes, this is the product you’re talking about. This is the product that I just got.
CAMERON:
Would you rather have your brand name in the email follow up or a better follow up percentage rate.
CASEY:
Yeah, would you rather get reviews or for some brand … or some customer to see your brand name again?
CAMERON:
I’d rather have reviews.
BRANDON:
But that doesn’t mean in the signature you can’t put your brand. Or probably the best thing to do is to put your actual name in there or the name of someone in your company. Humanize it! Not just hey this is your team at, and then the name of your brand and then a logo. Just try to humanize it. Like thanks again, and then your name and then the name of your company.
CAMERON:
That’s good. Well …
CASEY:
Thanks so much Brandon
CAMERON:
Thank you so much for being here. Thank you so much for giving us these tips. We will utilize them.
CAMERON YODER:
That’s all for this week. Thanks for joining us on Follow the Data. For more insights and reliable information that will help take your Amazon business to the next level, subscribe to the podcast, check out the Viral Launch blog at viral hyphen launch dot com, and look for us on YouTube. We have a handful of Product Discovery walkthroughs that can really help you leverage the tool. Just go to our YouTube page, and look for my face!
CASEY GAUSS:
Don’t forget to rate the show and leave us a review on iTunes. We’re talking about reviews. WE all know reviews are tough to get, but they definitely help us all out. So we’d love them, and honestly just as a company was love honest feedback. So we’d love to hear what do you want us to talk about? What do you want us to avoid talking about? Or what is … maybe you don’t like the format of the podcast. We want to hear it all so that we can be better for you. So please tell your friends, spread the word, and share the show with other Amazon sellers if you think it would be advantageous to them.
CAMERON YODER:
Thanks again so much for listening, really we so much appreciate all of you taking time to listen to this podcast, as always if you listened to the last episode you heard people’s feedback and questions that they had. If you have any feedback or questions, feel free to leave us a voicemail. Our number is 317-721-6590. Until next time, remember: the data is out there.
