Amazon launched three new audience groups within the Amazon Customer Engagement tool today at Accelerate, the company’s annual seller conference, to help sellers boost their email marketing reach at no cost. For the first time, sellers can send free marketing emails to their most loyal consumers. These include repeat customers, recent customers, high-spend customers, and brand followers.
Amazon Customer Engagement’s Tailored Audiences also enables sellers to track the effectiveness of their email marketing campaigns and customer engagement through performance and reporting indicators such as open rate, click-through rate, emails delivered, opt-out rate, sales, and conversion.
Each year, Amazon invests billions of dollars in developing the infrastructure, tools, services, fulfillment solutions, and resources dedicated to assisting sellers in their success. More than half of Amazon’s physical product sales are attributed to sellers. Merchants in the store employed more than 1.5M people in the United States.
Amazon Industry-Leading Technologies
Amazon is now testing Tailored Audiences in a beta program to make it available to all US vendors in early 2023. Sellers use this tool to select customer audience types, and Amazon sends marketing emails directly to those customers. The technology will be free in Seller Central, Amazon’s online seller platform. Amazon also intends to increase the design capabilities of the messages shortly with bespoke HTML content and enhanced templates.
Amazon provides a suite of industry-leading technologies. They enable sellers to tell their brand stories consistently across the physical, direct-to-consumer, and Amazon purchasing experiences. These self-service branding and marketing solutions assist sellers in better understanding and engaging customers. Moreover, it helps building their brand, and optimizing sales.
Amazon has also just pushed out Premium A+ Content. It is an upgrade to the basic content management system that allows for new, larger modules on product pages, such as video and interactive hover hotspots. Sales of items with Premium A+ content increased by up to 20% for participating brands.
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