Email marketing and Amazon DPS is an advanced marketing platform that is new to sellers. You can learn more in today's episode with Brad Moss.
Brad Moss
CEO OF Product Labs, one of the largest Amazon consulting and technology companies in the world.
Former Business Lead of Amazon Seller Central Platform and the creator of the Amazon Seller App.
What Product labs do for sellers
Amazon brand management - full service.
Full amazon marketing. Innovative email technology (off and on Amazon)
Strategy and analytics - 12-month planning.
Support 7, 8 and 9-figure businesses. ($100 million a year)
Email marketing
It’s been around for a very long time. It can be effective.
It’s hit a point where it’s not nearly as sexy as PPC etc.
But Brad has developed a new system.
What are the most important Email marketing principles
Email campaigns - find people who are interested in topics.
They either opt-in or opt-out of emails.
Content about say, picture frames.
Classic mistakes in email marketing
Many people don’t do it, because It’s hard:
You’ve got to do a lot of work and you have to work hard to keep the email lists up.
Whereas the system means you don’t have to worry about that.
Brad has a super innovative platform
It keeps an audience populated eg “if you’re selling pencils, here’s the best writing position”
Results:
* High open rates
* High click-through rates
* Targeted
They have 3 tiers, 1000, 2500, 5000 sessions
How many sessions do you want?
Can drive to Amazon, Shopify, etc.
System drops in people who have high purchase intent or high interest in your products.
The clients don’t have to do anything!
try.productlabs.net
How would we recreate this ourselves?
Keep finding people who are interested in the category
Generally, they guarantee to say, 5000 clicks in a month or 2500 etc.
They reverse engineer -maybe need 100,000 people to send it to.
Can we have an example?
Some people selling CBD - (Cannabis oil) - needed traffic to their website.
Wanted 1000 new people hitting site every month.
Email campaign for say $1000
Recorded traffic - got 1000 hits a month of fresh people.
If people drop out of the email sequences, they refresh them.
Open rates - good - but that doesn’t matter so much.
It’s pinned on
If it’s 3% CVR, that’s 30 new people.
Advanced DSP - Demand Side Platform
* Arrangement with Amazon
What is DSP?
* This is an advanced marketing platform that is new to sellers
* You have to do the creatives
* It shows up off amazon and on amazon
* On the 3rd party side, they’ve emphasised the pay per click side.
* You Can’t do it on your own - you’d need to do it via an agency
DSP is spotted in Amazon that you can’t access via Sponsored ads.
There are video ads on Fire TVs - you can actually access those.
For years, Amazon has also been advertising on other websites for years, eg CNN even Market Watch, ESPN.
You set it up and Amazon will put ads on the other places.
It’s on a CPM (cost per mille ie 1000) so it’s about views not clicks
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