Amazon is piloting a new way for brands to email their customers, just as marketers are looking for more hooks to target their audiences while Apple and Google restrict access to data on the internet and mobile devices.
In recent weeks, Amazon has been promoting the new feature, called “Manage Your Customer Engagement,” which allows advertisers to set up email marketing campaigns targeting consumers who have “followed” that brand. There are follow buttons embedded in brand-run Amazon Stores, in brand posts and within brand livestreams. Amazon has been building more of these social interactions within the platform as ways for consumers to discover and keep up-to-date with brands building a presence on the retail site, much like they would build a presence on social apps like Facebook, Instagram, Snapchat and Pinterest.
Now, this email retargeting feature will enable the brands to communicate with those consumers outside of Amazon.
“For the first time ever, take advantage of email marketing to help strengthen the customer-brand relationship and provide inspiration-driven shopping experiences,” Amazon said in a promotional video it quietly released to marketers last month. “Send new product launch announcements, offer promotions [and] inspire repeat purchases.”