Amazon Sellers Case Study

How Amazon took the help of email marketing to make sellers sign up on their website and sell their products.

Overview

Sellers can use the Amazon marketplace to showcase their products to crores of customers – 24 hours a day. When a seller signs up for Amazon global selling, he can reach customers in up to 180+ countries across the world and give your products an international exposure.

Amazon wanted to increase the number of sellers on their website. It wanted to get those sellers to post their products on the Amazon website and start selling. It has also set a validation criterion that it wanted businesses with a valid GST number to sign up.

The objective was to get at least a 20% signup of sellers with a valid GST number. In addition to that, it only wanted B2B targeting such that it precisely targets the business owners.

Goals

The following are the goals of the Amazon Sellers campaign:

• The client wanted to target the business owners only precisely. They also had applied the validation criterion to have at least 20% of the business with have a valid GST number.
• It wanted the maximum number of sellers to sign up and start selling their products on the Amazon website.

The client was expecting 20% of the business with a valid GST number. With the help of our targeted campaign, we were able to deliver 25% GST registration to the client, with 16,200 business leads in a span of just two months.

Approach

In order to meet the criteria set by the client, we used the following approach:

• Since the client wanted only B2B targeting, we made the campaign highly precise, focussing only on the business owners.
• We took the help of email marketing to reach out to business owners across the country. While sending emailers, we targeted based on the occupation, geographic location, age of business, and other such factors.
• More than 8 crore emails were shot on the Indian B2B database. We executed the email campaign twice on our database of 4 crore business owners/entrepreneurs in India. This email campaign was executed one after another by keeping a gap of 15 days between the two.
• The email campaign was executed in the months of June and July in 2020.

Results

Here are the outcomes of our Amazon Sellers email marketing campaign:

• We were able to get an 8% open rate on the emails with 6400000 opens.
• In addition to that, we were also able to maintain a 10% opens to click ratio.
• As far as the conversion rate is concerned, we were able to provide a 2.5% conversion rate to the client.
• During the campaign, we were able to provide 16,200 sellers registration to Amazon.
• From those who registered to sell their products, around 4,000 actually started uploading and selling their products on Amazon.

Conclusion

The client was expecting 20% of the business with a valid GST number. With the help of our targeted campaign, we were able to deliver 25% GST registration to the client, with 16,200 business leads in a span of just two months.