Optimize Your Amazon Feedback Request Emails, Part Two

  • 15th April, 2016

In Part One of this blog series, we discussed what you need to focus on to create great feedback request emails, and how FeedbackEmails’ email template can help you get there. In this part, we’re going to look at which emails you should always send as part of your transactions – and which you should never send!

Before we begin, here’s a quick recap from Part One, where we covered what you should do to optimize your feedback request emails to ensure the most response:

  • Follow Amazon’s guidelines: don’t ask for or provide a direct email address, and don’t bribe customers with incentives for good feedback.
  • Make it easy for your buyers to leave feedback by giving them specific information, and offering them multiple ways to find the right page.
  • Keep your email focused on the customer, instead of on how you will benefit from their feedback.
  • Be sure that you send your feedback request emails soon after the transaction is complete, and always respond to any reply promptly.

FeedbackEmails’ email template addresses each of these issues, allowing you to simply use the default template as a great way to contact your buyers, or giving you the chance to customize the template for a more personal request.

Always Send These Emails

When you are providing a product to customers through Amazon's marketplace, there are certain types of communication that are required by Amazon itself, and other types that are simply good business practice. We’re going to focus on the emails that are sent in order to improve your feedback specifically.

  1. Customer Service Responses. It may seem like this has nothing to do with your feedback requests, but nothing is further from the truth. Imagine if a customer had contacted you with a question, a problem, or to receive a return, and you hadn’t responded. Then, when you send a feedback request later, can you expect that that customer will leave you a 5-star rating?

    It’s best to just consider customer service replies as part of your entire feedback process. Any time that a customer contacts you, whether on their own through Amazon’s system, or in reply to your feedback request email, you should be sure to answer them promptly. If a customer uses Amazon’s system to ask a question, sellers are required by Amazon to respond quickly.

  2. Clarification or Notification Emails. Amazon wants all sellers to keep customers informed about the process before and during shipping of products. If you aren’t selling through the Fulfillment by Amazon program, this means that you can, and even should, be sending feedback request emails that include an alert that an item has been shipped, or that keep customers up-to-date on late shipments should that issue arise.

    Once again, this type of email should be considered a part of getting great feedback. Going the extra mile to ensure that your buyers know exactly what is happening, and when, makes them feel as though they have some control, and nothing makes people more likely to like you than giving them power.

  3. Finally, the seller feedback request email should always be a part of every transaction. In this email, you should ask the buyer if there is anything you can do for them right now to make their experience worth great feedback – but be sure you phrase it correctly. Amazon does not allow emails that solicit good feedback in exchange for incentives. Instead, simply offer one more line of customer service, to take care of any issues or problems, before your buyer leaves feedback. Then give them the links they need to leave the feedback as easily as possible.

    FeedbackEmails was made specifically for this step, and facilitates automatic feedback request emails so that you can ensure that every customer always gets this final offer of customer service.

Never Send These Emails

There are some emails that Amazon does not allow. In addition to emails that offer incentives for good feedback, or requests for personal email addresses, Amazon sellers are prohibited from sending emails that:

  • Divert traffic away from Amazon.com. As a seller with Amazon, you cannot send an email with a link, or a clickable image, that takes buyers directly to your website.
  • Include promotions for other products. Your contact with buyers can only be about the transaction that took place.
  • Confirm an order. Amazon takes care of this, and while a shipment confirmation or information email may be alright, don’t send an order confirmation. It’s important to note that your shipment update needs to be a part of a feedback request email, and not its own email, or Amazon may consider it outside their guidelines.
  • Request additional payment. This is a no-brainer, but Amazon does not allow sellers to request additional payment on an item after it has sold.
  • Are sent to buyers who don’t wish to receive them. Any time a buyer opts out of receiving emails, or is receiving emails that are above and beyond the typical amount for customer service, the seller should respect their wishes and cease communication.

And here’s one more type of email you shouldn’t send: the DIY email that you’ve crafted and manually sent to each individual seller yourself. Yes, you should absolutely take the time to create a professional and personal email template for every feedback request you send. But sending these emails manually is a huge time waster, and it doesn’t leave you enough time to focus on providing quality products and great customer service to all of your buyers.

Instead, it’s better to use a service like FeedbackEmails to automate the process. You can set up emails through our easy template that go out at specific times for every customer. It’s easy to manage your feedback because you won’t be spending your time sending out emails – instead, you can focus on the actions that you need to take to make your Amazon sales business a huge success.

If you missed Part One of this blog series, check it out for tips on how to optimize your feedback request emails, to ensure that you get more seller feedback in the future.