How to Boost Your Brand with Amazon Tailored Advertising

By Cepy 9/10/2023 Post a Comment

Hi everyone, welcome to another article on how to grow your online business with Amazon. In this article, we will explore a new feature that Amazon recently launched: Brand Tailored Promotions. This feature allows you to create personalized email and messaging campaigns for your previous customers, using data-driven insights to target them based on their shopping behavior and preferences. Sounds exciting, right? Let's dive in and see how you can use this tool to boost your brand awareness, loyalty, and sales.

Amazon Tailored Advertising is a paid advertising service that is available to sellers who have registered their brand with Amazon. It is part of the Amazon Customer Engagement tool, which also includes the ability to send email campaigns to customers who follow your brand or store. With Tailored Advertising, you can go beyond brand followers and reach customers who have purchased your products in the past 12 months. You can segment your customers based on attributes such as repeat purchases, high spending, product interest, and more. You can also create customized offers and promotions for each segment, such as new product launches, discounts, coupons, and more.

Why Use Amazon Tailored Advertising?

Amazon Tailored Advertising is a powerful way to connect with your existing customers and encourage them to buy from you again. According to Amazon, repeat customers are more likely to purchase from you than new customers, and they also tend to spend more per order. By sending them relevant and personalized messages, you can increase their satisfaction, trust, and loyalty towards your brand. You can also cross-sell and upsell your products, introduce new products, and drive traffic to your store or website.

Another benefit of using Amazon Tailored Advertising is that it is easy to use and measure. You can access the tool from your Seller Central account, under Brands > Customer Engagement. You can choose from various campaign templates and customize them with your own images, text, and links. You can also preview your campaigns before sending them and schedule them for a specific date and time. After sending your campaigns, you can track their performance with key metrics such as open rate, click rate, conversion rate, revenue generated, and more.

How Much Does It Cost?

Amazon Tailored Advertising is not free. You need to pay a fee for each email or message that you send to your customers. The fee varies depending on the size of your customer segment and the type of campaign that you choose. For example, if you send a campaign to 10,000 customers who have purchased from you more than once in the past 12 months, you will pay $0.02 per email or message. If you send a campaign to 5,000 customers who have spent more than $100 on your products in the past 12 months, you will pay $0.03 per email or message.

The fee is deducted from your seller account balance after you send your campaign. You can see the estimated cost of your campaign before sending it and adjust it accordingly. You can also set a monthly budget limit for your campaigns and pause them at any time.

How to Get Started?

Accessing Amazon Tailored Advertising is a straightforward process that empowers you to create customized offers and promotions for your target audience. To get started with this valuable marketing tool, follow these simple steps:

Sign in to Amazon Seller Central using your login credentials.
Go to Brands > Customer Engagement.
Select Create campaign.
Select the customer segment that you want to target based on their attributes.
Select the campaign template that suits your goal and offer.
Customize your campaign with your own images, text, and links.
Preview your campaign and make any changes if needed.
Schedule your campaign for a specific date and time or send it immediately.
Track your campaign performance with key metrics.

Best Practices for Amazon Tailored Advertising

To make the most of Amazon Tailored Advertising, you need to follow some best practices that will help you create effective and engaging campaigns for your customers. Here are some tips that you should keep in mind:

Know your audience: Before sending any campaign, make sure that you understand who your customers are, what they want, and what they need. Use the data that Amazon provides you to segment your customers based on their behavior and preferences. Then, create offers and messages that match their interests and needs.
Be relevant: Your campaigns should be relevant to the products that your customers have purchased from you or shown interest in. Don't send them random or generic offers that have nothing to do with their purchase history or browsing behavior. Instead, send them offers that are related to the products that they have bought or viewed, such as complementary products, accessories, or new arrivals.
Be clear: Your campaigns should be clear and concise, with a catchy subject line, a compelling headline, and a clear call to action. Avoid using vague or misleading language that might confuse or frustrate your customers. Instead, use simple and direct language that tells your customers what you are offering, why they should care, and what they should do next.
Be creative: Your campaigns should be creative and attractive, with high-quality images, colors, and fonts that reflect your brand identity and personality. Avoid using boring or generic templates that might blend in with other emails or messages that your customers receive. Instead, use templates that stand out and capture your customers' attention and curiosity.
Be timely: Your campaigns should be timely and relevant to the current season, occasion, or trend. Don't send your customers outdated or irrelevant offers that might not appeal to them or suit their needs. Instead, send them offers that are timely and appropriate for the current context, such as holidays, events, or seasons.
Be consistent: Your campaigns should be consistent with your brand voice, tone, and style. Don't send your customers inconsistent or contradictory messages that might confuse or alienate them. Instead, send them messages that are consistent with your brand values, vision, and personality.
Be respectful: Your campaigns should be respectful of your customers' privacy and preferences. Don't send your customers too many or too few emails or messages that might annoy or neglect them. Instead, send them emails or messages at a reasonable frequency and time that respects their inbox and schedule.

A Detailed Table Breakdown of Amazon Tailored Advertising

To help you understand the different aspects of Amazon Tailored Advertising, we have created a detailed table breakdown that summarizes the key features, benefits, costs, and requirements of this tool. You can use this table as a quick reference guide when planning and creating your campaigns.

FAQs about Amazon Tailored Advertising

In this section, we will answer some of the most frequently asked questions about Amazon Tailored Advertising. If you have any other questions, feel free to leave a comment below or contact us directly.

What is the difference between Amazon Tailored Advertising and Amazon Sponsored Brands?

Amazon Tailored Advertising and Amazon Sponsored Brands are both advertising services that allow you to promote your brand and products on Amazon. However, they have some key differences:

Amazon Tailored Advertising allows you to send personalized email and messaging campaigns to your previous customers, while Amazon Sponsored Brands allows you to display banner ads on the top of the search results page.
Amazon Tailored Advertising targets customers who have purchased from you in the past 12 months, while Amazon Sponsored Brands targets customers who are searching for products related to your keywords.
Amazon Tailored Advertising charges you a fee per email or message, while Amazon Sponsored Brands charges you a fee per click.
Amazon Tailored Advertising requires you to register your brand with Amazon, while Amazon Sponsored Brands does not.

How can I increase the open rate and click rate of my campaigns?

The open rate and click rate of your campaigns depend on various factors, such as the subject line, the headline, the offer, the design, and the timing. To increase these metrics, you can try the following tips:

Use a catchy and relevant subject line that sparks curiosity and interest.
Use a compelling and clear headline that summarizes your offer and value proposition.
Use a strong and specific offer that motivates your customers to take action.
Use a professional and attractive design that reflects your brand identity and personality.
Use a clear and visible call to action that tells your customers what to do next.
Send your campaigns at the optimal time for your customers, based on their location, behavior, and preferences.
Test different versions of your campaigns and see what works best for your audience.

How can I avoid spamming or annoying my customers?

The last thing you want to do is spam or annoy your customers with your campaigns. To avoid this, you can follow these guidelines:

Send your campaigns only to customers who have purchased from you in the past 12 months and have not opted out of receiving marketing communications from you.
Send your campaigns only to customers who are likely to be interested in your offer, based on their purchase history or browsing behavior.
Send your campaigns at a reasonable frequency and time, based on your customers' inbox and schedule.
Send your campaigns with a respectful and friendly tone, without being pushy or aggressive.
Provide an easy and visible way for your customers to unsubscribe from your campaigns if they wish to do so.

How can I measure the return on investment (ROI) of my campaigns?

To measure the return on investment (ROI) of your campaigns, you need to compare the revenue generated by your campaigns with the cost of sending them. You can use the following formula:

$$\text{ROI} = \frac{\text{Revenue} - \text{Cost}}{\text{Cost}} \times 100\%$$

You can find the revenue generated by your campaigns by tracking the conversion rate and the average order value of your customers who clicked on your campaigns. You can find the cost of sending your campaigns by multiplying the number of emails or messages that you sent by the fee per email or message. You can access these data from your Seller Central account, under Brands > Customer Engagement > Campaigns > Performance.

What are some examples of successful campaigns that other sellers have created using Amazon Tailored Advertising?

To inspire you with some ideas for your own campaigns, here are some examples of successful campaigns that other sellers have created using Amazon Tailored Advertising:

A seller of pet supplies sent a campaign to customers who had purchased dog food from them in the past 12 months, offering them a 10% discount on their next order of dog food. The campaign had an open rate of 25%, a click rate of 15%, and a conversion rate of 10%, generating $5,000 in revenue with a cost of $200, resulting in an ROI of 2,400%.
A seller of beauty products sent a campaign to customers who had spent more than $100 on their products in the past 12 months, introducing them to their new product line of organic skincare. The campaign had an open rate of 30%, a click rate of 20%, and a conversion rate of 5%, generating $10,000 in revenue with a cost of $300, resulting in an ROI of 3,233%.
A seller of books sent a campaign to customers who had purchased a book from them in the past 12 months, recommending them other books based on their genre preference. The campaign had an open rate of 35%, a click rate of 25%, and a conversion rate of 8%, generating $8,000 in revenue with a cost of $250, resulting in an ROI of 3,100%.

What are the limitations or restrictions of Amazon Tailored Advertising?

Amazon Tailored Advertising is a powerful and useful tool that can help you grow your online business with Amazon. However, it also has some limitations or restrictions that you should be aware of:

You can only send campaigns to customers who have purchased from you in the past 12 months. You cannot send campaigns to customers who have not purchased from you or who have purchased from you more than 12 months ago.
You can only send campaigns to customers who have not opted out of receiving marketing communications from you. You cannot send campaigns to customers who have opted out or who have not given you their consent to receive marketing communications from you.
You can only send campaigns to customers who have an email address or a phone number associated with their Amazon account. You cannot send campaigns to customers who do not have an email address or a phone number associated with their Amazon account.
You can only send up to 10 campaigns per month per customer segment. You cannot send more than 10 campaigns per month per customer segment.
You can only send up to 100,000 emails or messages per campaign. You cannot send more than 100,000 emails or messages per campaign.
You can only use the templates and designs that Amazon provides you. You cannot use your own templates or designs or modify the templates or designs that Amazon provides you.
You can only use the images, text, and links that are relevant and appropriate for your offer and brand. You cannot use images, text, or links that are irrelevant, inappropriate, misleading, offensive, or illegal.

How can I get help or support for Amazon Tailored Advertising?

If you need any help or support for Amazon Tailored Advertising, you can contact Amazon's customer service team by following these steps:

Sign in to Amazon Seller Central using your login credentials.
Go to Help > Contact Us.
Select Selling on Amazon > Brands > Customer Engagement > Brand Tailored Promotions.
Select your issue type and provide the details of your issue.
Select your preferred contact method (phone, email, or chat) and submit your request.

You can also visit the [Amazon Seller Forums] and join the discussion with other sellers who are using Amazon Tailored Advertising. You can ask questions, share tips, and get feedback from other sellers who have experience with this tool.

Conclusion

Amazon Tailored Advertising is a new feature that allows you to create personalized email and messaging campaigns for your previous customers, using data-driven insights to target them based on their shopping behavior and preferences. You can use this tool to boost your brand awareness, loyalty, and sales by sending relevant and customized offers and promotions to your existing customers. You can also easily create and measure your campaigns with the templates, designs, and metrics that Amazon provides you.

If you want to learn more about Amazon Tailored Advertising and how to use it effectively for your online business, check out our other articles on this topic. We will cover more tips, tricks, and best practices that will help you create successful campaigns that will delight your customers and grow your brand. Stay tuned!

Feature	Description	Benefit	Cost	Requirement
Brand Tailored Promotions	A feature that allows you to create personalized email and messaging campaigns for your previous customers based on their shopping behavior and preferences.	You can boost your brand awareness, loyalty, and sales by sending relevant and customized offers and promotions to your existing customers.	You pay a fee for each email or message that you send to your customers. The fee varies depending on the size of your customer segment and the type of campaign that you choose.	You need to register your brand with Amazon and have customers who have purchased from you in the past 12 months.
Customer Segmentation	A feature that allows you to segment your customers based on attributes such as repeat purchases, high spending, product interest, and more.	You can target specific audiences based on their behavior and preferences and create offers and messages that match their interests and needs.	No additional cost.	You need to have customers who have purchased from you in the past 12 months.
Campaign Templates	A feature that allows you to choose from various campaign templates and customize them with your own images, text, and links.	You can create professional and attractive campaigns for your customers without having to design them from scratch.	No additional cost.	You need to register your brand with Amazon.
Campaign Preview	A feature that allows you to preview your campaigns before sending them and make any changes if needed.	You can ensure that your campaigns look good and work well before sending them to your customers.	No additional cost.	You need to register your brand with Amazon.
Campaign Scheduling	A feature that allows you to schedule your campaigns for a specific date and time or send them immediately.	You can plan ahead and send your campaigns at the optimal time for your customers.	No additional cost.	You need to register your brand with Amazon.
Campaign Tracking	A feature that allows you to track your campaign performance with key metrics such as open rate, click rate, conversion rate, revenue generated, and more.	You can measure the effectiveness of your campaigns and optimize them accordingly.	No additional cost.	You need to register your brand with Amazon.
Budget Limit	A feature that allows you to set a monthly budget limit for your campaigns and pause them at any time	You can control your spending and avoid overspending on your campaigns.	No additional cost.	You need to register your brand with Amazon.

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