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亚马逊如何提高老客户的二次购买率?

亚马逊 x33 94℃ 0评论

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文浩告诉您,无论哪个平台,老客户才是最为精准的核心购买群体,有效利用积累的老客户资源对于新品推广、销量提高是一种较低成本的方法,效果也确实显著。

但在亚马逊,往往留给卖家联系客户的渠道只有邮件,卖家如何通过一封邮件激起老客户的购买欲望?先了解下亚马逊的邮件规则吧:

The Buyer-Seller Messaging Service offers the following benefits

The service masks private email addresses, increasing the security of buyer-seller communication.

Buyers and sellers can see emails sent and received both from the service and from your company’s own email system (such as Outlook, Hotmail, Gmail, etc.).

Buyer-seller communication is encouraged, which may reduce disputes and claims.

In the event of a dispute or claim, Amazon can facilitate faster and better resolution because it has access to all correspondence between sellers and buyers.

可以通过电脑上的邮件客户端,直接给亚马逊客户写信

You can send one or more attachments to a buyer. You can also receive attachments from buyers. Attachments are indicated by a paper clip icon to the right of the Subject field in Buyer-Seller Messages. The total allowed attachment size is 10MB.

The following formats are supported for attachments

Text files (.txt)

PDFs (Adobe Portable Document Format)

Word documents (.doc and .docx)

Image files (.jpg, .gif, .tiff, .bmp, and .png)

可以向买家发送一个或多个附件。 还可以接收买家的附件。 附件由买方卖方消息中主题字段右侧的回形针图标指示。 总允许附件大小为10MB。

附件支持以下格式:

文本文件(.txt)

PDF(Adobe便携式文档格式)

Word文档(.doc和.docx)

图像文件(.jpg,.gif,.tiff,.bmp和.png)

In general, you may contact buyers (Amazon customers) only to complete orders or to respond to customer service inquiries. You may not contact buyers for marketing or promotional purposes (including via email, physical mail, telephone, or otherwise).

To enable or block access by your company employees or colleagues to your seller account, see Enable or Block Alternate Addresses to Communicate with Buyers.

If you send a permitted email to an Amazon customer, your email may not include any of the following

Links to any websites.

Links to Amazon detail pages or storefronts.

Seller logos if they contain or display a link to the seller’s website.

Any marketing message or promotion.

Any promotions for additional products or referrals to third-party products or promotions.

如果您向亚马逊客户发送允许的电子邮件,则您的电子邮件可能不包含以下任何内容:

链接到任何网站。

指向Amazon详细信息页面或店面的链接。

卖家徽标,如果它们包含或显示一个链接到卖家的网站。

任何营销信息或促销。

任何促销额外产品或推荐第三方产品或促销活动。

所以可推送内容还是比较少,在亚马逊允许范围内尽可能提升老客户兴趣,就要看卖家们如何斗智斗勇了。

Is there a limit to the number of messages I can send each day

Yes. You may not send messages more than five times your average daily order volume, plus an additional 600 messages. We send buyers automated messages when you confirm a shipment. Also, you can provide buyers with tracking numbers at the time you enter your shipment confirmation in Manage Orders.

不得超过平均每日订单量的五倍,另外还可以发送600封邮件。 当您确认装运时,我们会向买家发送自动邮件。 此外,您可以在「管理订单」中输入货运确认时,为买家提供追踪号码。

以上是亚马逊卖家后台可了解到的信息,卖家在推送邮件时,尽量不要触犯这些规则,不然后果可以想象。

那么在有限的内容里如何尽可能的吸引老客户呢?很多卖家经过实验,发现这些产品的重复购买率更高:

关联度高的产品

与老客户之前购买的产品关联度较高,客户会更愿意查看和购买。

升级版的新品

相较之前的产品有更多升级,其实这时客户已经有一定的购买意愿了,只要新品够诚意,确实对客户有用,基本都会购买。

在做这些工作之前,建议卖家将老客户的购买产品、购买信息、时间等做一个数据库,通过数据筛选定位出的产品也更接近客户购买需求

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