Most sellers will invariably face certain frustrations at some point in trying to launch a successful marketing campaign on Amazon. It’s not just that seller protocol is subject to change at Amazon’s whim. Certain restrictions in communication guidelines can be established seemingly without warning. And these restrictions don’t just hinder sales. They can ultimately result in a seller’s breach of service.
It’s been estimated that email marketing can result in an ROI as high as 42:1, resulting in a reported click-through rate of 2.62 percent. But historically, Amazon has frowned on email marketing and permitted seller-buyer messaging only by including “communications necessary to complete an order or to respond to a customer service inquiry.” That is, until now.
Amazon recently launched a new solution called “Manage Your Customer Engagement” (MYCE) in April designed to help sellers optimize email campaigns for established followers. With direct marketing postings announcing new product listings and increased visibility for existing storefronts, MYCE is a bit of a departure from the strict seller control Amazon has notoriously maintained. But does MYCE signal future changes in customer engagement?
How Does MYCE Work?
Up until recently, seller communications on Amazon were relatively stark. Messages could not contain any branded content, including branded content, non-order related images or logos linking to off-Amazon sites. But while the purpose of these restrictions may have been to allow strict control over buyer-seller interactions, sellers were frequently at a loss on how to announce new product launches. Partially as a result, many top selling brands left Amazon altogether—even as third party sales were at an all time high.
MYCE is one solution that answers some of those seller frustrations. Eligible sellers who are registered through Brand Registry with an active storefront can establish an email campaign in five simple steps:
To see if you’re eligible for MYCE, log into Seller Central and click on the Customer Engagement tab underneath Brands. MYCE is currently only available in beta mode and may not be accessible by all eligible sellers yet.
Upload an original brand logo, either in black and white (jpg) or a transparent background (png.) Logos must be formatted horizontally in a ratio of 3:1 or less.
Add your product. MYCE is currently supporting only newly launched products available for first run Amazon listings no older than six months.
Schedule your initial campaign around a five day period between Monday through Friday.
While MYCE is currently only available in beta mode, campaigns are subject to review by Amazon’s moderation team at a minimum of three days’ time. Any time-sensitive campaigns should take subsequent time for review into consideration.
Who is Eligible for MYCE?
Only sellers with an active storefront on Amazon Stores are eligible for MYCE.
All sellers must be registered through Amazon Brand Registry.
Only new products that have been listed for six months or less can be added to a MYCE campaign.
All sellers must have active followers who have engaged with their storefront through Amazon Posts.
For sellers who still rely solely on off-Amazon social media to drive traffic, we highly recommend using Amazon Posts as part of your social campaign. It’s a great tool for customer engagement that combines branded content with a shoppable feed, allowing for easy repurposing of off-Amazon content to maximize your social visibility.
Why Should I Use MYCE?
The strength of Amazon’s marketplace doesn’t just rely on the Amazon name alone. It’s also the result of its sellers, who contributed an estimated $295 Billion in sales during 2020 alone.
Any retail platform is only as strong as its own sellers. But while Amazon may have helped enable a fairly open market for new merchants, their marketing content was frequently restricted as a result. MYCE opens up a new chapter in customer engagement for Amazon sellers, combining the strength of email marketing with optimized content to ensure even casual followers learn about new product lines.
And it may only be just a taste of things to come.
Color More Lines provides white glove, global account management of your eCommerce platforms so mission-driven companies can focus on new product development, branding and growth strategies. Find out more at Color More Lines.