Consistent Customer Engagement Emails Opened Doors to Amazon’s Tailored Audiences Beta
What we’re celebrating:
By sending Customer Engagement emails more frequently and ensuring email content was optimized, we were able to help our client gain access to Amazon’s new Tailored Audiences beta.
The Tailored Audiences Customer Engagement emails have seen 3,613% more emails sent out, 4% higher open rates, and +$247.39 more sales per campaign in comparison to the Brand Follower Customer Engagement emails.
Overview:
GO manages a health & personal care brand for whom we’ve been running Customer Engagement emails on and off since the capability launched. We began using this tool because it’s a free way to reach customers who “Follow” our client and increase product awareness and sales.
In Q4 2022, Amazon launched a new beta called Tailored Audiences that allows brands to not only send Customer Engagement emails to Brand Followers but also to other consumer audiences that have interacted with them in the past. With this promise of expanded audiences, we were incentivized to launch campaigns more frequently and craft relevant and engaging content in an effort to help our client become a part of the beta.
The Challenges:
Lack of control over customers who opt out of receiving Customer Engagement emails, potentially impacting our ability to gain access to the beta.
Consistently developing new campaign content that would resonate with our client’s Brand Followers.
Some brands are mysteriously unable to send Customer Engagement campaigns – we were concerned that would happen to our client and derail our progress.
The Strategy:
For our client to become eligible for Tailored Audiences, they needed to have:
Launched 10 or more Customer Engagement campaigns with at least 1,000 total emails sent within those 10 campaigns.
An average opt-out-to-click rate that is less than 1% over the last 10 Customer Engagement campaigns.
To meet these requirements, we began consistently sending out as many campaigns as possible starting in November 2022. Brands can send Customer Engagement emails to Brand Followers once every 7 days, so we developed a steady cadence that enabled us to launch one campaign per week.
On top of having a regular campaign schedule, we crafted engaging and educational email content that showcased our client’s wide array of products. Each email we sent had an overarching, cohesive theme, showcasing like items to upsell or highlighting entire product lines so consumers could shop with ease. We approached the content this way to, of course, boost sales, but to also ensure the information and products we shared were beneficial to the end recipients, reducing the likelihood of them opting out of our client’s emails.
The Results:
In just two months of consistently running high-quality, product-forward campaigns, we were able to get the brand access to the Tailored Audiences beta. We saw our client’s audience size increase from just 2K Brand Followers to 2K Brand Followers, 382K Repeat Customers, 42K Recent Customers, and 42K High Spend Customers, resulting in a total audience increase of 466K customers.
Now that we have gained access to the beta, we are in the process of testing the efficacy of these different audiences. We are sending the same products and copy to each audience via Customer Engagement emails to see which segment provides us with the greatest impact. We are running these campaigns as often as possible, sending emails to Brand Followers once every 7 days and emails to the Tailored Audiences once every 14 days.
When comparing our Tailored Audiences campaigns to our Brand Follower campaigns, we are seeing, on average:
3,613% more emails being sent out
4% higher open rates
+$247.39 more sales per campaign
Need help acquiring access to Amazon’s Tailored Audiences beta?
It can be hard to stay on top of Customer Engagement emails, especially when there are so many other things to manage within the Amazon ecosystem. Our team has the bandwidth and capabilities necessary to send out high-quality emails regularly so that your brand can gain access to these expanded audiences.
Want to learn more about how Tailored Audiences can benefit your brand? Hit the contact button below.