Are you selling successfully on Amazon, but somehow you're always stuck on the platform? Amazon gives you visibility and reach, but real customer loyalty and recurring sales are hard to come by? Then it's time to take a look at the topic of email lists. Email marketing is often used by traditional online stores, but is usually neglected by Amazon FBA merchants. Yet this is precisely where there is enormous sales potential.
In this article, you can find out how an FBA retailer can build an email list with over 15,000 contacts on the side and generate recurring sales from it. Read on to find out why this approach works, what the risks are, who the system is suitable for, what added value you can offer your customers, how the technical implementation works and which tools will help you.
https://www.youtube.com/watch?v=PAbED-Y48IQ
Email lists are usually associated with traditional online store operators. There, setting up email distribution lists is an integral part of any marketing strategy. However, for many Amazon FBA retailers, the topic seems secondary because Amazon is the interface to the customer and does not pass on any direct email data.
Few retailers on YouTube or in Facebook groups talk openly about how to build and use their own customer list. This is also due to the fact that Amazon reacts sensitively to the use of its customers' data.
How does an email list change Amazon FBA business?
The advantages at a glance:
Amazon does not want retailers to have direct access to customer data. The true value of Amazon lies in its huge customer base and this data is the platform's capital. So anyone who tries to generate their own contacts from their sales is operating in a legal gray area. Officially, many actions are not 100 percent compliant, but in practice there are ways to generate email addresses from real buyers. Every retailer should be aware of the risks, observe the platform rules and consider whether building their own email list fits in with their business model.
If you want to launch a new product, a solid email list will give you a decisive head start. Imagine you already have 10,000 people on your list who like your brand and are willing to test new products.
Unlike expensive external traffic sources like Facebook Ads, you can simply send a series of emails and get the first 20, 50 or even 100 sales for free. These sales ensure a better position in the Amazon ranking. At the same time, you increase the chance of getting honest reviews right from the start. Each order gives your product an extra boost in the algorithm.
Here's how to do it step by step:
Having your own email list doesn't just help you with your launch. You can also use it to strengthen your brand and become less dependent on Amazon in the medium term. As soon as your own store is up and running or you have exclusive offers, you can attract visitors away from Amazon.
The advantages:
Amazon remains the springboard for acquiring many new customers. The email list is the channel through which you retain them in the long term.
Amazon only gives you the customer's name and address after the purchase. As a retailer, you do not receive email addresses. You need a clever solution to build up a real contact base.
| What Amazon gives | What you need |
|---|---|
| Name of the customer | E-mail address |
| Delivery address | Permission to send mail |
| order | Double opt-in confirmation |
If you simply asked for the e-mail address, you would get little response. The solution: Create customer value! If you are prepared to offer added value, you can expect contact details.
Warranty extension using the example of furniture/deskYouenclose a small card with the package: "Extend warranty to 3 or 4 years free of charge now". A QR code takes the customer to a landing page, where they register with their email and receive the exclusive upgrade.
Product-specific bonuses for fitness productsForbands or dumbbells, you can offer a digital guide or exclusive video training: "20 top exercises for quick-start success - free by email".
Step-by-step guide to collecting emails:
Tip: The more valuable the free offer, the higher the entry rate. Invest in real content. The few hundred euros that a video training course costs you will quickly recoup thousands of leads.
When collecting data, you must comply with the requirements of the GDPR and use a double opt-in procedure. This means
Tools such as ActiveCampaign are suitable for managing data and professional email marketing. They can be used to set up automation, segmentation and professional campaigns.
Important legal points:
Not every FBA store benefits equally from list building. It depends on your product strategy and target group.
| Fire type | Features | Does an e-mail list make sense? |
|---|---|---|
| Cash flow fire | Unrelated products, focus on quick sales (e.g. technology, bicycles, fridges with no relation to each other) | Not very useful, as target groups hardly overlap |
| Brand building-Brand | Homogeneous target group, products fit together (e.g. fitness, office, pet supplies) | Very sensible, high repeat purchases possible |
For brand building strategists: If you have a clear target group that is constantly looking for new solutions, then you have an advantage with an email list. You can keep presenting your contacts with relevant products, promotions or bundle offers. This turns first-time buyers into real regular customers.
For cash flow brands: If you have constantly changing or unrelated products, the benefits are limited. Here, it is better to invest time and money in performance marketing.
ActiveCampaign is a proven system for automated email campaigns. It has all the relevant functions:
The entry-level prices are around 50 euros per month - this is quickly recouped with just a few thousand contacts.
Short checklist for your first campaigns:
Don't forget to keep track of how many emails are opened and clicked. Test different subject lines and content. Adapt the timing and approach to your audience. This will increase conversion and the value of your list over time.
For Amazon FBA merchants who want to build their brand in the long term and become independent of Amazon's algorithm, building your own email list is a logical step. You can reach your best customers for free, launch new products in a targeted manner, push seasonal promotions or drive traffic to your own store.
It is important to offer real added value, proceed in a legally compliant manner, use the right tools and focus list building on a clear target group.
If you are looking for concrete support in optimizing your Amazon business (product photos, listing, SEO, PPC, brand building), take a look directly at Stacvalley.de - advice for Amazon merchants. Or subscribe to the Stacvalley YouTube channel for weekly tips from the field.
Start building your email list today and take your Amazon FBA business to the next level!
Free places for a
collaboration in the XX:
