Amazon Tailored Audiences Expands Customer Engagement

Liz Morton
Liz Morton


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Amazon is expanding seller options for customer engagement with the introduction of Tailored Audiences, announced today at the Amazon Accelerate conference.

Previously sellers using Amazon Customer engagement were limited to marketing only to brand followers or shoppers who followed their stores. With Tailored Audiences, they can now reach out to customer segments based on repeat purchases, high spend, or recency.

Reach more of your Amazon customers through personalized email campaigns
Last year, Amazon Customer Engagement made it possible for brands to reach shoppers who opt to “follow” their store or brand. Now, with the Targeted Audiences tool, these sellers can email any customers who have purchased their brand in the past twelve months.

Until now, sellers using Amazon Customer Engagement have only been able to market to one segment of their customer base on Amazon: brand followers, or shoppers who opt to “follow” their stores.

With Tailored Audiences, brands can now engage customers who have purchased from your brand in the past. Through the free tool’s easy-to-use campaign templates and customer segmenting capabilities, you can reach out to select customers through email marketing to inform them of new products, offer deals, and inspire repeat purchases.

3 customer groups you can engage with Tailored Audiences

Expand beyond brand followers when sending free email marketing campaigns and reach these three audiences who have already purchased products from your Amazon store:

  • Repeat Customers: Customers who have ordered your brand’s products more than once in the last 12 months
  • High-Spend Customers: The highest spending 25% of your brand’s customers in the last 12 months
  • Recent Customers: The most recent 20% of customers who have purchased from your brand

Tailored Audiences also allows sellers to monitor email marketing campaigns and customer engagement with reports on open rate, click-through rates, emails delivered, opt-out rates, sales, and conversion.

Amazon is currently testing Tailored Audiences in a beta program, and plans to make it available to all U.S. sellers in early 2023 at no cost in Seller Central.

They also plan to enhance the messages’ design capabilities with custom HTML content and improved templates coming soon.

Marketing campaigns do go through moderation to make sure all images reflect the correct brand and do not violate any Amazon policies - warning: adult products are not supported at this time.

Amazon provided these suggest best practice for re-marketing campaigns for Tailored Audiences.

Best practices for re-marketing
Follow these tips to optimize your email marketing campaigns and yield the best results:

  • Promote deals and new products as your primary product
  • Use a lifestyle image for primary product’s supporting image
  • Add supporting products to your campaign
  • Send one email campaign (or less) per brand per week
  • Send your campaign when customers are most engaged
  • Use a brand logo image with a transparent background

What do you think of Amazon Tailored Audiences? Let us know in the comments below!

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Liz Morton is a 17 year ecommerce pro turned indie investigative journalist providing ad-free deep dives on eBay, Amazon, Etsy & more, championing sellers & advocating for corporate accountability.


Recent Comments
Avatar PlaceholderNone Such16 hours ago
They really are pricing themselves into bankruptcy and then sale (privatization) of the carcass whole or in pieces.
Avatar PlaceholderkathyctbcYesterday
I have an issue with Service Metrics too. 24 year Top Rated seller.
I had a customer open THREE separate INAD cases back to back in Feb. She told a bunch of falsehoods in her comments on the case and refused to provide pictures to back up what she was saying, so I called her out on in it with proof that her statements were untrue.

Even though I knew she was trying to scam me, of course, I approved the returns [all 3] and provided a pre-paid shipping label.
She never sent anything back. I got 3 messages from eBay's system saying "We've closed your buyer's return because we have no record that they shipped the item back to you."

However, eBay's system counted all of them against me in my Service Metrics, causing my "Item not as described returns" rate to be: 0.98% even though the buyer was an obvious scammer and didn't return the items.

I didn't have to refund her since she never shipped anything back so there's not a problem there and eBay did remove her feedback, but eBay still counted the cases against me in my 'service metrics' percentage making me look bad in comparison to my peers.
Avatar PlaceholderTaiapanPenguin4 days ago
I tried it to post an IG promo and it couldn't get past the selection stage. Photos errored out and required new photos. If i want to take new photos, i can make a better posting in the native IG post generator.