Amazon Manage Your Customer Engagement - What is it & how to use it?

In 2021, Amazon launched a game-changing tool that has transformed the way brands connect with their customers.

Imagine having the power to effortlessly boost customer engagement, foster unwavering loyalty, and deliver personalized experiences, all through the simple click of an email. That's precisely what this innovative tool offers to brands seeking to elevate their customer engagement strategies. It provides a seamless channel for connecting with recurring customers and dedicated followers of their Amazon storefront. The tool's arsenal includes pre-designed email templates, strategically crafted to facilitate effective marketing outreach.

In this comprehensive guide, we'll explore what Amazon MYCE is, how it helps sellers, and best practices to make the most of this tool.

What is Amazon MYCE?

Amazon MYCE, short for "Manage Your Customer Engagement," is a valuable tool offered by Amazon to its sellers. It's designed to help sellers effectively connect with their customers through email communications.

This tool enables sellers and Amazon consulting experts to create and send personalized email campaigns to engage with their customers in a meaningful way. Whether it's sharing product updates, offering promotions, or requesting reviews, MYCE empowers sellers to enhance their customer relationships and boost loyalty. It's a tool that's all about effective communication and building stronger connections with the people who matter most – your customers.

Why do Amazon sellers need MYCE?

Amazon doesn't allow sellers to contact their customers outside of the platform, which can be quite challenging when it comes to building brand loyalty, sharing updates, or addressing specific customer needs. This restriction makes it difficult for sellers to establish a direct line of communication.

However, MYCE bridges this gap by allowing sellers to send emails to customers who have opted to receive messages from them. While sellers can't access customers' email addresses or personal information, MYCE provides a workaround. It provides a compliant way to reach out to customers, nurturing relationships, and ensuring that important information and offers are communicated effectively.

With MYCE, sellers and Amazon experts can:

• Share product updates: Keep customers informed about new product releases, enhancements, or improvements that might interest them.

• Offer promotions: Send special offers, discounts, and promotions directly to customers who have expressed an interest in their brand.

• Request reviews: Politely ask satisfied customers to leave reviews, helping to boost product visibility and credibility.

How does it work?

Amazon's Manage Your Customer Engagement (MYCE) tool offers a powerful feature called "Brand Tailored Audiences." This feature revolutionizes how sellers can connect with their customers. It allows sellers to create and send emails directly to four distinct types of audiences, enabling personalized and targeted communication:

• Brand followers: These are customers who have chosen to follow your brand through Amazon Brand Follow. They have shown a specific interest in your products and are more likely to engage with your brand's content.

• Repeat customers: This audience comprises customers who have made multiple purchases from your brand in the last 12 months. They are loyal customers who have demonstrated a preference for your products.

• High-spend customers: This segment includes the top 25% of customers who have spent the most on your brand's products in the last 12 months. They represent a valuable group with significant purchasing power.

• Recent customers: The most recent 20% of customers who have made purchases from your brand. They are still engaged and active, making them prime candidates for follow-up marketing.

• Cart abandoners: Customers who, in the last three months, added your products to their carts but did not complete the purchase. Reaching out to them can help recover potentially lost sales.

MYCE is easy to use for everyone

Amazon's Manage Your Customer Engagement (MYCE) tool goes beyond simplifying email communication; it offers a powerful solution for creating professional email campaigns, even if you lack design skills. Here's how you can leverage this tool to enhance your marketing efforts:

#1: Ready-made templates for effortless design

MYCE provides a library of ready-made templates designed to streamline the email design process. These templates are professionally crafted, ensuring that your emails look polished and engaging. Even if you're not a design expert, you can create visually appealing emails that capture your brand's essence. This saves you time, effort, and resources, allowing you to focus on crafting compelling content.

#2: Choose relevant shopping event themes

To align your email campaigns with specific shopping events or occasions, MYCE offers a range of relevant templates. For example, you can select themes tailored to holidays, seasonal messages, or special promotions. These templates come with predefined styles and layouts that resonate with the occasion, enhancing the overall impact of your emails.

#3: Highlight your primary product

In each email campaign, it's essential to showcase a primary product to capture your customers' attention. MYCE allows you to feature this product prominently, accompanied by high-quality photos and lifestyle imagery. These visuals help convey the product's benefits and features, making it more appealing to your customers. Additionally, you can personalize your campaigns by adding your brand logo, reinforcing brand recognition.

#4: Cross-sell opportunities with supporting products

Boosting your average order value (AOV) is a key strategy for growing your online business. MYCE enables you to include up to four supporting products in your email campaigns. These products complement the primary item, providing cross-sell opportunities to your customers. Encouraging larger shopping carts can lead to increased revenue as your online business expands its reach.

How to set up a MYCE campaign?

Setting up a successful email campaign in Amazon's Manage Your Customer Engagement (MYCE) tool is a straightforward process. Here's a step-by-step guide to help you get started:

Step 1: Select a shopping event theme (Optional)

While optional, choosing a shopping event theme can enhance the visual appeal and relevance of your email campaign. These themes align with specific occasions or promotions, making your content more engaging for your customers.

Step 2: Choose a primary product

Identify the product you want to feature prominently in your email campaign. Whether it's a new product launch, a special gift idea, or part of a promotion, select the primary ASIN and, if applicable, specify promotional details. This product will serve as the focal point of your campaign.

Step 3: Select a supporting image

To effectively communicate the benefits of your primary product, choose or upload a lifestyle image or an image that showcases its features. Ensure that the selected image complies with Amazon's product image requirements.

Step 4: Add supporting products (Optional)

You have the option to include up to four supporting products in your campaign. These products will be displayed beneath the primary product and can help customers discover complementary items or other products from your brand that may interest them.

Step 5: Schedule your campaign

Determine the start date for your campaign's email distribution. Your campaign will be sent over 5 days beginning on the selected date. Keep in mind that there are specific restrictions to consider when scheduling your campaign.

Step 6: Configure email settings

Customize your email to make it engaging and visually appealing to your customers:

• Choose a compelling subject line that entices recipients to open the email.

• Define a section header that appears at the top of the email body, providing a brief introduction to the content.

• Upload your brand logo, ensuring it adheres to the specified layout and background requirements.

• Select a header style, either dark or light, which may vary based on the event theme.

• Name your campaign for easy reference when reviewing its performance.

Reports to track your campaign success

Amazon's Manage Your Customer Engagement (MYCE) tool provides you with valuable features to track and optimize your email campaigns effectively:

#1: Time reporting

Access real-time reports that offer insights into customer behavior and the performance of your email campaigns. Learn how many customers have opened your emails, clicked on links, and completed orders. These insights help you gauge the effectiveness of your marketing efforts.

#2: Progress monitoring

Stay updated on the progress of your campaigns with accessible analytics that can be viewed from anywhere with an internet connection. Regularly monitor what's working and what's not to make informed decisions and improvements to your campaigns.

#3: Key performance metrics

MYCE allows you to track key performance metrics that are essential for assessing the impact of your campaigns. Keep an eye on important metrics such as open rates, click-through rates, emails delivered, opt-out rates, sales, and conversion rates. These metrics provide a comprehensive view of your campaign's success and areas for improvement.

#4: Optimized send times

Leverage customer engagement insights to identify the best days and times to send emails to your target audience. By understanding when your customers are most engaged, you can schedule your campaigns strategically, increasing the likelihood of higher engagement and conversion rates.

MYCE FAQs

1. Who is eligible to use the Amazon Manage Your Customer Engagement tool?

The MYCE tool is available to U.S. third-party (3P) and first-party (1P) sellers on Amazon. Sellers must have a Professional selling plan ($39.99 per month) and be enrolled in Amazon's Brand Registry program.

2. How can I access the Amazon customer engagement tool?

If you're a third-party seller, you can find MYCE in Seller Central under the "Brands'' tab, listed as "Customer Engagement." For first-party sellers using Vendor Central, navigate to "Merchandising" and select "Customer Engagement" to access the tool.

3. When should I schedule an email campaign using MYCE?

• We recommend creating and submitting campaigns for review at least six days before the desired delivery date to allow time for approval.

• Utilize insights from the customer engagement dashboard to determine the best times to start campaigns based on historical email open rates.

• Coordinate campaigns with promotions, product launches, and seasonal events for maximum impact.

4. How does the campaign approval process work?

• Amazon's moderation team reviews campaigns to ensure they comply with content requirements. If a campaign doesn't pass review, you can create a new one.

• Track campaign statuses within Manage Your Customer Engagement to see if they are in moderation, ready to send, running, complete, canceled, or suspended.

5. Is there a cost associated with using the customer engagement tool?

The MYCE tool is free for eligible brand owners who maintain a Professional selling plan on Amazon, which costs $39.99 per month, plus applicable selling fees.

6. How often can I send campaigns to specific audiences using MYCE?

You can email each recipient once within seven days. Be strategic in scheduling campaigns for maximum audience engagement.

Wrapping it up

At eStore Factory, we understand the importance of effective customer engagement in driving your brand's success on Amazon. With our expertise in e-commerce and Amazon marketing, we can assist you in leveraging Amazon's Manage Your Customer Engagement tool to its fullest potential. Our team of Amazon seller experts can craft compelling email campaigns, utilizing the tool's features to connect with your customers, drive engagement, and boost brand loyalty. Whether you're a new seller looking to establish a strong presence or an established brand aiming to enhance customer relationships, being a professional Amazon agency, we are here to provide tailored solutions that align with your goals.