The announcement came on September 14th - Amazon Tailored Audiences, a free email marketing tool within Manage Your Customer Experience (MYCE), gives brand-registered sellers three new audiences to target for promotional email campaigns.
In addition to the existing brand followers, sellers can send email marketing messages to:
The update also includes these new features:
These new channels give you more ideally focused targeting to get results like building brand loyalty, or increasing product visibility and sales. For example, focusing remarketing on recent buyers allows more specific messaging geared toward upselling.
One of its rules is that sellers can only send Permitted Messages to previous buyers and people opting in for communication.
But with the launch of Amazon Tailored Audiences, the rules have changed. What we don’t know is why. Some speculation is:
There’s one major concern that needs to be addressed from the Amazon Tailored Audiences - spam. Overusing this power may overwhelm people, causing them to unsubscribe. Excessive opt-outs may cause Amazon to reduce your campaign reach or suspend your campaigns.
Go through the customer engagement best practices so you can minimize opt-outs and stay compliant with the guidelines and terms of service.
Amazon Tailored Audiences is currently in beta, with a broader distribution in 2023. Read Amazon’s Customer Engagement Tailored Audiences article for more information.
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