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In today’s extremely competitive Amazon marketplace, and with the ever-growing difficulty of maintaining reliable supply chains, sellers need to have clear backend marketing plans that maximize the revenue potential from each customer sale.
Sellers can no longer afford to have customers exit their sales process after the initial purchase, they need post purchase marketing for Amazon.
The way sellers treat their customers after a purchase often dictates whether or not those shoppers will purchase from them again. If sellers view their customers as mere ‘one and done’ transactions rather than as people whom they can build ongoing relationships with, they run the risk of losing those buyers forever.
It’s how a seller treats their customers after they have converted that reveals the true value of supporting a seller’s brand and products. This is known as post-purchase marketing. It consists of a series of strategies that sellers can use to build ongoing engagement and loyalty in their customers.
Post-purchase marketing helps sellers to influence how their customers feel about their purchases and their relationship with the seller’s brand. It’s an opportunity for sellers to leverage their customers’ excitement/anticipation for their purchase in the seller’s favor, interacting with buyers when they are most impressionable.
When executed correctly, post-purchase marketing can:
Retaining current customers is a better use of Ad Spend than campaigns seeking to obtain new ones.
The numbers speak for themselves… it is five times more expensive to acquire a new customer than it is to retain an existing one. Also, the odds of making a sale to a current customer are 60% to 70%, compared to only a 5% to 20% chance of selling to a new lead. Besides, increasing customer retention by a mere 5% can increase a seller’s profits by as much as 95%.
Surprisingly, 91% of Amazon sellers do not follow up with customers after they have bought from them with post-purchase marketing.
They overlook post-purchase strategies to generate repeat orders and cross-sells, while only an exceedingly small percentage of sellers (1%) actually put into place mechanisms for recurring sales.
This means there is a huge opportunity to increase revenues awaiting those sellers who create processes that routinely capture additional dollars after the initial sale.
Backend strategies are also important because Amazon rewards those incremental post-purchase sales with increased ranking, which drives more organic sales.
The sales process on Amazon should never be just ‘one and done.’
The sale is only the beginning of the relationship with a customer.
The first email after a purchase can set the tone for a seller’s relationship with their customers. Email campaigns are determined by how the seller wishes to influence their customer’s future interactions with their business. The immediate post-purchase period is an ideal opportunity to solidify a relationship with the purchaser.
Keep in mind that by tapping into post-purchase engagement, sellers aren’t necessarily asking customers to buy from them again…at least, not immediately.
Triggered post-purchase email follow-ups can be used to show that the seller is still invested in creating a positive brand experience.
Sending a ‘Thank You’ email immediately following a purchase and confirming shipping can help to build anticipation in the customer (if even Amazon is handling the shipping for you).
Emails can also be used to customize the shopper’s post-purchase experience so that they are encouraged to explore the seller’s brand story via social media links, blog posts, product guides, and coupons that can drive further purchases.
Best of all, post-purchase emails have some of the highest open rates out of any email communications (42%), as opposed to regular email open rates of just 16%.
Post-purchase marketing is a conduit through which sellers can increase sales, profitability, organic ranking, get reviews, reduce returns, eliminate bad reviews, build a real brand, and maximize their business’ value at exit.
It’s the seller’s opportunity to influence how customers think and feel about their products, brand, and purchases.
Post-purchase marketing doesn’t have to be difficult; it just has to be personalized and consistent.
Inside of Entourage 2.0 is the all-new Entourage University. Within the University, beginner, intermediate, and advanced sellers will find the latest ‘seller-hacks’ that can be leveraged to improve a wide range of areas in their Amazon businesses.
Entourage University is a central location where sellers can educate themselves on the basics of creating Amazon ads, optimizing them, and expanding upon them. It includes resources for understanding advertising strategy, as well as tutorials for using Entourage 2.0 software to implement the strategies and campaigns they’ve learned.
Inside of the Entourage University are six modules from Post Purchase Pro (free content), available to 2.0 subscribers, which will guide sellers step-by-step on how to set up post-purchase marketing.
Hi, I’m Mike Zagare and I created the Amazon Ads playbook series which contains over 35 ad campaigns with step by step instructions to help you increase product sales.Get The Free Playbook!
He is the owner and founder of PPC Entourage, one of the original amazon ad software and management companies. Mike started off as a physical therapist in 2015 and just knew there had to be a better way so he started his ecommerce journey. Using the power of Amazon Ads, he built a 7 figure brand in less than one year. He is also the author of the Amazon Ads Playbook, designed to help bigger brands scale by matching all Amazon ad types with the customer journey.