Is E mail Advertising Nonetheless Necessary for Amazon Sellers in 2021?


There are numerous who declare that e-mail advertising is useless in 2021, and that we’d like one thing extra instantaneous, and extra handy.

Since we dwell straight away messaging-centric world, the place Fb, WhatsApp, and Slack messages are all varieties that dominate on-line communication, each for private and enterprise use; e-mail advertising doesn’t carry the hype it as soon as did.

The dying of e-mail might have been barely exaggerated. In reality, it could be extra highly effective, and extra necessary to on-line companies – particularly Amazon sellers – as ever.

Learn on, and we’ll clarify why, and find out how to successfully make the most of e-mail advertising to your Amazon enterprise.

Is E mail Advertising Lifeless?

“E mail advertising is useless” is a saying that’s been thrown round for a lot of years now.

But all proof factors to this as false. E mail advertising is definitely greater than ever. There are extra e-mail customers, and e-mail is extra accessible to us, with the cell & smartphone tradition that exists at present.

There are 4 billion email customers worldwide at present. Roughly 306 billion emails have been despatched in 2020, making it by far probably the most used digital communication channel.

Consultants imagine this interprets to advertising {dollars} as properly, with the worldwide e-mail advertising market valued at 7.5 billion US dollars, and projected to double within the subsequent 5 years.

It’s not simply massive company e-mail advertising that’s worthwhile. In reality, smaller manufacturers and creators could also be doing the perfect out of it.

E mail e-newsletter platform Substack, at the moment has more than 500,000 paid e-newsletter subscriptions throughout their creators. By means of this platform, anybody can begin a free or paid e-newsletter,

If e-mail is useless, why are greater than half 1,000,000 folks really paying to obtain emails? (On Substack alone – not counting any competing platforms.)

It might be, partially, on account of a resurgence in belief round e-mail. For some time, e-mail was creating a popularity for spam.

However new and tighter legal guidelines relating to what you possibly can ship through e-mail and who to, have been efficient in chopping down undesirable spam, and offering a better stage of safety for e-mail customers.

It’s now a lot simpler to maintain your inbox clear, and reserve that house for e-mail newsletters or emails from manufacturers that you simply really need to obtain.

That’s excellent news if your online business is amongst that checklist.

How E mail Advertising Helps Amazon Sellers

So we all know that e-mail advertising basically continues to be alive, maybe greater than ever. However what about particularly for Amazon sellers?

We are able to argue that e-mail is extra necessary for an Amazon retailer than your common on-line enterprise.

Amazon is aggressive, and it’s getting much more so.

There are greater than 9 million sellers on Amazon worldwide, 1 million of whom are new to the platform since 2020. No matter your class, you’re prone to be competing in opposition to 1000’s of comparable merchandise.

How does e-mail play into this? As a result of e-mail is one thing that may assist differentiate you from the competitors.

With e-mail advertising, you can begin constructing relationships and model recognition together with your prospects. That is one thing that’s terribly troublesome once you promote on Amazon alone.

You’ve gotten restricted instruments to impart your model’s picture on the shopper – in spite of everything, it’s the Amazon model that they’re supposed to recollect.

You can also’t actually contact your prospects in any respect by means of the Amazon platform, apart from points very important to fulfilling or fixing issues with orders.

So e-mail advertising provides you a strategy to direct extra private advertising in direction of your prospects, and construct relationships to the purpose the place prospects search out your merchandise, fairly than no matter reveals up first within the search outcomes.

What You Can Do With E mail Advertising

Let’s now look in a little bit extra element at what sort of e-mail advertising campaigns you should utilize to develop your Amazon enterprise.

Product launches

E mail is a improbable instrument for product launches.

A product launch is about maximizing Amazon SEO to get your new product to the highest of the search outcomes to your primary key phrases. The largest a part of that’s getting gross sales. It is advisable generate a giant enhance in gross sales, from the bottom up, to fulfill the rating algorithm.

The commonest method to do that is with paid adverts, reminiscent of Fb Adverts. That is efficient, however costly. Alternatively, when you have an e-mail checklist, you possibly can launch to your checklist for a fraction of the fee.

Saving as a lot cash on launching as you possibly can with an e-mail checklist helps you attain profitability far faster than another technique, and could be replicated for a number of merchandise too, in the event that they’re in the identical area of interest.

Buyer suggestions & product critiques

E mail will help you get one thing which may be much more worthwhile than a sale – a product overview.

Critiques are by far the most typical ache level for Amazon sellers.

And there are only a few dependable methods to succeed in out to your prospects and ask them to present you suggestions and/or write a overview.

With e-mail, you may have a private, low-cost channel to speak together with your prospects, ask them how their expertise was, and ask them to do you a favor by writing a product overview.

Even when an e-mail marketing campaign solely ends in 1% conversion charge when it comes to folks really leaving critiques, it’s value it to present you a slight improve on the typical natural overview charge.

Seasonal promotions

Seasonal promotions reminiscent of Christmas, Black Friday, Prime Day and extra is usually a massive time for your online business.

Individuals are geared as much as spend cash on-line, and this could result in an enormous enhance to your gross sales and money stream.

The issue is jockeying for place with all the opposite sellers on Amazon. PPC prices go up, lightning offers are costly, and so too are Fb Adverts.

However when you’ve obtained an e-mail checklist, you’ve obtained a differentiated and low cost strategy to run promotions, and capitalize on the Prime Day/Black Friday spending increase.

Insights on new merchandise

Launch methods, advertising, PPC and so forth are all necessary within the success or failure of your merchandise. However much more necessary is the product itself.

You’ll be able to find yourself sinking some huge cash into the abyss when you’re making an attempt to launch a low-quality or boring product.

E mail will help you get worthwhile insights on a product earlier than you decide to it.

You’ll be able to recruit beta testers out of your checklist, or ask your viewers what they’d need to see in a brand new product.

All this will help you keep away from launching a product that nobody goes to purchase.

Growing buyer lifetime worth

Amazon is so profitable due to their prospects’ lifetime worth (LTV). See, nobody simply buys one product on Amazon. They’ll come again and purchase once more, and once more, and once more.

What when you might harness related energy for your online business?

Clearly you possibly can’t hope to match the lifetime worth of Amazon’s prospects, however you possibly can enhance your LTV above the worth of a single sale with sensible e-mail advertising campaigns.

When you’ve obtained a large product catalog, you possibly can promote related merchandise to present prospects, or up-sell prospects to dearer purchases.

And for some merchandise, like consumables or merchandise with consumable options, you possibly can ship common emails to remind folks to re-stock, and generate enormous worth to your online business over time.

The right way to Get Amazon Buyer Emails

E mail advertising is actually a strong instrument for Amazon sellers.

However the largest drawback is determining find out how to really get emails to make use of for advertising functions, since Amazon doesn’t allow you to entry buyer info.

To construct your e-mail checklist, you’ll have to have a proactive technique to seize emails exterior of Amazon’s platform, the place you might be free to speak and market with prospects, with out breaking Amazon’s guidelines.

Listed here are just a few concepts to get e-mail signups from prospects, or potential prospects:

Touchdown pages with e-mail opt-in

Run exterior advertising campaigns, reminiscent of Fb or Google Adverts, to your product.

Earlier than sending folks by means of to your product on Amazon, ship them to a touchdown web page to your product, with an choice for the shopper to enter their e-mail to get a reduction code for the product.

E mail opt-in on product inserts

A product insert is a small card you set in your product’s packaging.

On this card, you possibly can add a hyperlink or a QR code to a touchdown web page, which once more presents an incentive – reminiscent of a reduction for a future buy, free content material giveaway, or a spot on a VIP launch checklist – for folks in the event that they enter their e-mail.

Fb lead adverts

You’ll be able to run Fb Adverts (or adverts on another social media platform, reminiscent of TikTok, Reddit or Twitter), with a proposal for a free content material giveaway, reminiscent of an book or video course, which the particular person wants to present their e-mail handle to get.


Run a contest, the place entrants simply want to enroll to your e-mail checklist to be entered into the draw to win a prize.

Last Ideas: Evaluating Amazon Shops With and With out E mail Advertising

It takes a while, effort and cash to allow e-mail advertising to your Amazon enterprise, because you don’t have prepared entry to emails out of your prospects.

However upon getting an e-mail checklist, you’ll have the ability to use e-mail advertising to develop your online business and actually separate your self from the competitors.

Amazon sellers who’ve and use an e-mail checklist can run promotions less expensive and extra successfully, launch new merchandise cheaper, and get worthwhile insights from their prospects that different sellers will discover it exhausting to do.

In at present’s Amazon, the place there’s little or no to separate you and the tens of millions of different lively sellers, a direct, low cost advertising channel between you and potential patrons is without doubt one of the finest issues you possibly can put money into.

You’ll grow to be much less reliant on rankings and PPC, and take issues into your personal fingers – serving to you outlast all of your rivals. 

Creator Bio


Andrew Buck is the Head of Advertising and Buyer Success at LandingCube, a swimsuit of instruments to assist Amazon sellers market their merchandise in exterior visitors channels. Andrew and the crew at LandingCube are keen about constructing software program instruments that assist on-line shops develop their model, and construct a path to long-term success on (and off) Amazon.