We will soon be replacing the existing Email Campaign templates available in Launch with new and improved versions.
The current templates will be removed and replaced with new versions on Monday, July 15th 2019 around 10AM PST. You will find the new versions in the same place, the Launch section under Email Campaigns, and can start using them right after they are released.
Why are we updating the templates?
- To give you and your customers a better experience.
- Improved Messaging - The content is more helpful to buyers and increases their satisfaction.
- More Choices - We will be adding 4 new templates. Every business is different, choose the template that's right for your product and audience.
- To keep up with Amazon’s guidelines.
- Reducing your Risk of Suspension - Staying compliant with Amazon’s terms of service has never been more important. Lately, we have seen an increase in Amazon enforcing their policies and want to make sure your account is protected.
- Content of Emails - Messaging that is “necessary for fulfillment or related to customer service” is what Amazon outlines in their Terms Of Service as acceptable communication with buyers.
- Amount of Emails - While not explicitly outlined in Amazon’s TOS, we feel that limiting your emails to one or two per purchase is effective and safe.
What happens if I am using the old templates?
- No action is needed. Any existing email campaigns you have set up using the old templates will continue to send exactly as they are currently set up with no issues.
- Once the old templates are removed on July 15th they will no longer be accessible to create new campaigns.
- You will still be able to use the ‘Custom’ template option to create your own Email Campaigns from scratch if you prefer.
Suggested article: How to edit your existing Email Campaigns
Use this as an opportunity to give your existing Email Campaigns a refresh. Effective and compliant email campaigns are key to the success of your business. Here are some do’s and don'ts when it comes to follow up emails.
- Keep the message focused on the needs of the customer, not on what the customer can do for you (i.e. reviewing your product).
- Add value to the purchase. Amazon makes it clear that emails should only be sent if the message is ‘related to customer service’. What better way to provide great customer service than including an additional free resource?! A few examples of things to include would be instructions, tips about how to use the product, recipes, e-books, or anything else that would make their experience with your product better.
- Offer Assistance. Let your customers know you are there for them and ready to help if they have questions or issues. Opening up the lines of communication before they need help decreases the chances of negative feedback.
- Stand by your product. Increase your customer's satisfaction with an offer to replace items that arrived broken or damaged. This type of care goes a long way with your buyers while also reducing your return rates.
- No incentivizing reviews. Never use any type of language that could be viewed as offering something in return for a review. This includes special deals, refunds or free gifts. Even if you are requesting an unbiased review, it is still against Amazon’s TOS.
- No marketing focused emails. Make sure your message to buyers is not aimed at any marketing type efforts. Stay away from using heavy promotional language or moving business away from Amazon. This includes directing them to an external website, links to sites other than your Amazon store, or collecting their email addresses.
- Don’t send too many emails. One, maybe two, emails per purchase should be enough to get your message to the buyer. Any more than this can be viewed as excessive and could put you at risk of suspension.
- Remove ‘If Then’ statements. Don’t write your message in a way that could be interpreted as manipulating. This includes using statements like “If you enjoyed your purchase, please leave a review. If you have any issues, then contact us”. The way this statement is written can be viewed as being manipulative. It implies that you should only leave a review if you were happy with the product and not leave a review if you were unsatisfied. Amazon is scanning for language like this and it’s best to rephrase your emails in a better way.
Lately, Amazon has been cracking down on bad practices and language they see as going against their terms of service. To stay on the safe side and protect your business, check out our Ultimate Guide to Amazon’s Product Review Terms of Service.