How To Migrate Amazon Customers To Your Website (Special Guest Emily Junkins, Amazon Migration Expert)
When we think about email, we think about relationships. That can be tough when we are selling both on Amazon. Our data is locked down. So how do we get more Amazon customers over to the web? And is it a battle or just a strategic balance play? I've tapped into our Email Growth Society Strategy Squad for this episode, chatting with Emily who helps a lot of our customers migrate their Amazon customers over to the web. She's got some quick tips to share, as well as some ways to think about the balance between your Amazon and Web presence.
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How To Migrate Amazon Customers To Your Website (Special Guest Emily Junkins, Amazon Migration Expert)
I'm back with an insider edition. I'm using some of our Email Growth Society Specialists. We will touch on Amazon and how to leverage your Amazon presence to drive more customers to your website. You can use that data and build relationships. If you haven't read our other episodes on Amazon, make sure you do. It talks about some of the pitfalls to watch out for when you are developing an Amazon strategy. If you have any questions, please feel free to send them to Conversations@EmailGrowthSociety.com. With that, let's get started.
We are straight from the Email Growth Society Strategy Squad. We have Emily. Emily, how is it going?
It's good. How are you?
I’m good. Lots of emails every day, as you know. We are always in the thick of Amazonverse Web, the great battle with our clients. These eComm store owners are always desperate to get on Amazon, and then they are desperate to get their customers from Amazon. Not to mention, get their web store to perform as well or better, knowing that they will have access to the customer data. I'm excited to get the inside scoop on Amazon. You are very good at its place, some tips for finding, and ways to migrate users. Let's start with the basics. What would you say are the pros and cons of having both Amazon and your eCommerce or web store?
There’s a lot of selling on Amazon. Companies have more sales. It's easy for international expansion. It's a relatively low marketing cost, and there's no stock. That makes things easy for companies. Some cons are there are extremely high competition, higher selling pieces, the order management, and you are not getting to interact with those customers and even know who they are in a sense. You don't get to use any of that. I know that for smaller companies or some companies at all, that's important is to interact and engage with the people they are selling to.
I agree with the whole sentiment of building relationships. Would you also say that there is a big difference in profit margin if you get somebody to come straight to your store versus buying on Amazon, even considering Prime Day and all those special days? Do you have to have discounts? Does it have to be cheaper to be on Amazon and your store?
I don't think so. You are making a lot more if they come directly to your website but you can't put people in one large bucket. It's two completely different customers that you are marketing to. Some people are strictly Amazon because of how easy it is, having one platform to track your orders, and all the benefits that come with Amazon. Some people who use Amazon but have been customers of yours for a long time like your company, and value having that relationship and going to the website and things like that.
As a side note, even if you google the brand and how Amazon sometimes pops up even before the website, it's always fascinating. What are some ways companies can learn more about their Amazon customers or even obtain their email? I know we hear that a lot. We have customers that are trying to migrate some of their Amazon audience because we are connected. We can see that they have all these Amazon customers but we can't email or connect with them. What are some ways that companies can tackle this?
I have done it before. What I would suggest is when you ship your product to the Amazon facility, companies should try putting either a little note on the inside or adding it on the actual packaging of some promotion or incentive for them to engage. Also, go to your website, whether it's a free product or maybe they leave a review, and you give them a product in exchange. The best way to do it is as little headache as possible for the potential customer. I wouldn't have a minimum order spend if possible and things like that. You want it to be as streamlined.
Have a webpage that they go to and make it very easy. They enter their name, email, and maybe you ask them what product they purchased. You don't want to ask too many questions. You want to think of it as you are asking a questionnaire, and it's very easy to get distracted. Maybe ask them how they found it, where was the first place they purchased it, and maybe why, and then you are already ahead of the game right there. You can learn more about that audience that you never knew anything about.
Have you found that there are any flags or restrictions? I know a couple of interesting ways you have migrated customers for different companies, especially using the actual package as the vessel to do. Still, I know when I have ordered an Amazon in the past, you do get some handouts. Are there any restrictions? Do you have to go about it subtly?
For smaller or some companies, it’s important to interact and engage with the people that they're selling to.
I would definitely say subtle. You are not supposed to engage with those people because Amazon is doing all the marketing. They have the platform. They are doing a lot in that sense. They want to keep it separate as subtly as possible but when you send the packaging, they are not opening and tampering with it. It's on the label or the packaging, most likely, no one is going to notice. If they notice, they may flag it and send you something to change it or edit the wording but definitely be discreet.
That's a good tip. From your experience, too, have you seen that once somebody does come over to the website? Do you see that they end up staying more loyal to the store and shopping a little bit more on the website versus Amazon?
I think so. Sometimes it can be 50/50 because Amazon shoppers are Amazon shoppers. Customers do like it because you are not always launching your newest products on Amazon. You are not always engaging with them. It depends on the product. Sometimes you are giving them more insight into what exactly they are getting. That's also from a customer support aspect. That is a little bit more tailored when people are coming to the website, which people value. I don't think that it should always be a competition with your Amazon page. It's two different buckets. I don't think you should be in constant competition with your Amazon.
Another thing we hear a lot about is pricing strategies. Should you mimic pricing or even your sales pricing across the website and Amazon? How do you handle that? A good example that comes to mind is if you have a Black Friday sale, where does Amazon play or lean more on the website there? What tips do you have for this?
In some cases, it's fine to mimic, especially for bigger sales but you never know. I know for me personally, on Amazon, it links to my credit card points. Right there off the bat, if I get more credit card points, I'm using those. They sent me a $10 gift certificate. You can't always compete with how it works, and you will never fully be able to understand how specific people use their Amazon or how they are paying.
In some cases, it's fine but most of the time, it should be strategizing what works best solely on your website and ROI. Strategizing completely separate on the Amazon side for flash deals and things like that. I don't think people should get too caught up in exactly matching the two because they are totally different.
You bring up an interesting point. I know you have said it a couple of times now, and we talk about this a lot with clients. The Amazon customer is a different customer sometimes. They tend to be a little bit more after promotions. They like the convenience and the perks that Amazon brings. If they are Prime members, you get that 1, 2-day shipping. How can you compete with that sometimes?
If you have your website, you do own the data, you can look at the data to inform web decisions. I also know one of our clients that decided to go on Amazon put their protein powder on Amazon but their full suite of products is on their website. You would assume that this particular person might get served up with Facebook ads in the future, already has that brand recognition, and might end up on their website then for the smoothies or whatever else they've got. You do bring up a good point not to compete. You could make them complementary channels in some cases.
Not offering the full suite of products on Amazon is a great idea because, like protein powder, that's a pretty competitive product to list. It's giving and take.
Lastly, another question we hear a lot is, should you link to Amazon or your website when you are emailing Amazon customers? The same goes for if you've got your list of web customers and, for instance, say, it's a small business day on Amazon, should you be pushing your web customers over to Amazon for that day or should you leave it to Amazon? I'm curious about the balance of when to drive to Amazon or when to continue to drive to your website.
If you are lucky enough to obtain those customers' emails, you should definitely push for them to buy on the web, incentivize, and show them why they should be a web customer instead of an Amazon customer. For those who aren't converting but were previously a customer on Amazon, they should definitely maybe have an email with both links and say, "You can shop this on Amazon as well," add both links for the convenience of those customers. Suppose also you are having a Prime Day or Special Amazon Day that you can't compete with. In that case, I don't know if I would suggest emailing it to your whole list because you don't want your web people going over there but that's a great opportunity to send to your Amazon people as well.
I have one off-the-cuff thought, you outlined some things about Amazon that make it hard to compete with or the user experience is first. Is there anything in particular that eCommerce websites can integrate to make the user experience a little bit better in Amazon? You mentioned being able to check out with your credit card points. I love that, too. It's great. You feel like you are getting your stuff for free. It feels great. Is there anything in particular that comes to the top of your mind on maybe what folks can do to add more convenience to their website?
There's an application called ShipHero that you can add a page and put yourself in the customer's shoes. Everyone likes to be able to track their packages, know exactly when they are going to get there. If they are going to be at work, is it going to get delivered? A chat box to engage with them and answer their questions. Anything that can make the process a little bit easier.
Shopify is good with that. They have a ton of applications that allow you to engage and streamline the process. This goes hand in hand with credit card points. VIP reward programs where people can get points and redeem those. It's not for everybody but I have seen it work well for some companies. Everyone likes a deal, and everyone wants a reward. Having little things like that would help you convert those strictly Amazon people to website customers.
That's a wrap. If you have any questions to ask Emily, you can send them to Conversations@EmailGrowthSociety.com. We will make sure that she gets those. Until next time, happy emailing folks.