Amazon to give marketplace sellers greater email access to its platform’s users

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by Samuel Pordengerg Sep 19, 2022 News
Amazon to give marketplace sellers greater email access to its platform’s users
Amazon Consumer Marketing Digital marketing Online marketplaces

Sept 19th, 2022.

At the Amazon Accelerate conference in Seattle, Amazon introduced a new tool that allows sellers to send emails to repeat customers, recent customers and high-spend customers.

The seller used to be able to send emails to brand followers. The tool will be free to use in Seller Central.

There is a need for better tools to increase customer lifetime value, according to Amazon. The VP of consumables at Amazon said at the conference that sellers will be able to send reminders of hot deals and new products to their customers.

Performance and reporting metrics such as open rates, click-through rates, emails delivered, opt-out rates, sales and conversion can be monitored by sellers.

In early 2023, Tailored Audiences will be available to all US sellers. Half of Amazon's physical product sales go to sellers.

The tool was described as a risky bid to boost sales that could inundate inboxes with junk mail.

It marks a break with Amazon's historic reluctance to let independent merchants connect directly with customers for fear of alienating them. Online sales have slowed from their highs, and antitrust investigators are looking into the power Amazon has over millions of third-party vendors.

The tool comes as the value of email marketing seems continually questioned with its reputation for spam and the continued expansion of social media.

Email marketing has shown its cost effectiveness. 47 percent of marketers rated email marketing as either good or excellent, compared to 39 percent for social media marketing, 33 percent for content marketing, and 31 percent for social pay-per-click.

What do you think about the effectiveness of email campaigns? What is the best way to engage with email marketing?

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