Unlocking Customer Loyalty: Mastering the Amazon Customer Engagement Tool for E-commerce Success

Manage Your Customer Engagement is no longer available
The Manage Your Customer Engagement (MYCE) tool for brands is no longer available and stopped sending campaigns on February 16, 2024. We regularly evaluate our tools, and upon reviewing MYCE, we found that it did not consistently deliver the quality or value we aim to provide to you and customers.

Any MYCE campaigns that were still sending as of February 16, 2024 will only reach a portion of the intended send population. Any campaigns scheduled to send after February 16 will not be completed. Additionally, metrics for campaigns scheduled to start after February 16 will not populate on the MYCE dashboard.

If you’ve used the tool and successfully ran a completed campaign, you’ll be able to download your past MYCE data starting on March 29, 2024. After April 30, 2024, the MYCE dashboard will be removed from Seller Central and Vendor Central and your campaign data will no longer be available.

Amazon has introduced the Amazon Customer Engagement tool in Seller Central, a game-changer for sellers looking to deepen their connection with customers. This tool is tailor-made for Amazon sellers, offering unique features to enhance customer relationships. Let's dive into what makes this tool an indispensable asset for Amazon sellers.

Direct Communication with Customers

Amazon typically maintains a tight grip on communication channels between sellers and buyers. Breaking this norm, the Amazon Customer Engagement tool empowers sellers with the ability to directly email their customers. This direct line of communication opens up new avenues for personalized customer interactions and relationship building that was never available before for 3rd party sellers.

Crafting Targeted Campaigns

The power of targeted email campaigns cannot be overstated. With this tool, sellers can reach out to customers who have previously shown interest in their products. Whether it's launching a new product, offering special deals, or simply keeping the brand at the forefront of customers' minds, these targeted campaigns can drive sales and enhance customer loyalty.

What are the requirements to be able to run customer engagement campaigns?

The requirements are simple. Your brand must be enrolled in Amazon's brand registry program.

How do I create a customer engagement campaign?

Step 1. Make sure you have "Customer Engagement" enabled in user permissions.

Step 2. Open the hamburger navigation on the far left and hover over "Brands".

Step 3. From the dropdown menu select "Customer Engagement".

Step 4. From the Amazon Customer Engagement dashboard select "Create Campaign".

Step 5. Select a brand (if you have more than one), select a campaign type, and an audience type, and click next

Step 6. Enter the primary asin you want to promote and select the supporting image.

Step 7. Add supporting asins. For this campaign type you can add up to 4.

Step 8. Select the dates you want the campaign to start. All campaigns send for 5 days.

Step 9. Name the campaign internally, pick from a pre-selected email subject and section header, and add your brand's logo.

Step 10. Click "Start Campaign".

What are the differences between the two campaign types?

There are two types of campaigns for customer engagement emails.

  1. Market a product: In a market a product campaign you can choose up to five products to highlight in the campaign. You can also use this campaign type to highlight any of your eligible Best Deals.
  2. Promote a promotion: In a promote a promotion campaign you can choose one of your eligible Percentage Off promotions in a MYCE campaign. NOTE: Promotions created for Promote a Promotion will never negatively impact a Brand’s ability to win the Buy Box.

What does each audience type consist of?

Repeat customers are customers who have purchased more than one order from the selected Brand in the last 12 months.

High spend customers are a 5% sampling of the selected brand's highest-spending customers in the last 12 months.

Recent customers are a 5% sampling of the selected brand's customers in the last 12 months

Brand followers are Amazon users that have clicked to follow this brand on Amazon. This is an option users can select when they are on a Brand's Amazon storefront.

How does someone become a follower of my brand on Amazon?

From an Amazon listing a user clicks on a brand page.

If the brand is Brand Registered and has built an Amazon storefront the user will be taken to that brand's Amazon storefront and see an option to click and follow the brand.

Why are some tailored audiences not available to me?

Amazon spells it out in one of their help articles.

Utilizing Pre-Built Templates

Navigating Amazon's policies and guidelines can be daunting. The Amazon Customer Engagement tool simplifies this with pre-built templates for various types of communications. The templating can be restrictive in what it allows you to do creatively. However, with low customization it doesn't take much effort to spin up one of these campaigns.

Ensuring Compliance with Amazon’s Policies

In the world of Amazon, compliance is non-negotiable. This tool takes the guesswork out of the equation by ensuring all communications adhere to Amazon's stringent policies on customer privacy and data protection, including handling opt-outs and other privacy matters.

Tracking Performance Metrics

Understanding the impact of your email campaigns is crucial. The tool offers detailed analytics, allowing sellers to track open rates, click-through rates, and other key performance indicators. This data is invaluable for refining strategies and improving engagement.

As you run customer engagement campaigns the campaigns statistics and performance will populate here.

Building Your Brand

For those enrolled in Amazon’s Brand Registry program, this tool is something you should be leveraging. It facilitates ongoing engagement with customers, helping in building brand recognition and fostering brand loyalty – key ingredients for long-term success on the platform.

Segmenting Your Customer Base

The one-size-fits-all approach doesn't work in email marketing. With customer segmentation, sellers can tailor their messages to specific groups based on their past purchasing behavior, leading to more relevant and effective marketing efforts.

Conclusion: A Vital Tool for Amazon Sellers

In conclusion, the Amazon Customer Engagement tool in Seller Central is more than just an email service; it's a comprehensive solution for enhancing customer relationships, promoting products, and building a brand within the Amazon ecosystem. However, it's crucial for sellers to adhere to Amazon's guidelines to fully leverage this tool without any hiccups. Embrace this tool, and watch your Amazon business flourish through improved customer engagement and loyalty.