by Karon Thackston
Last week, Amazon made an adjustment to its Buyer-Seller email policy. This is merely an extension of an existing policy that has been in place for some time. The updated policy kicked off Monday, March 27 and was temporarily suspended Friday, March 31 in order for Amazon to make some adjustments.
Customers already had the ability to opt out of individual seller emails, one at a time. Amazon’s new policy allows them to opt out of all sellers’ emails at the same time with a phone call.
Because of all the confusion (and downright fear) among sellers, I took some time to contact a few third-party email providers as well as a supervisor at Seller Central to get some clarification. Here’s what they had to say.
JEFF COHEN – FEEDBACK GENIUS (SELLER LABS)
“This is a very positive thing and sellers should not be worried. Amazon is finally giving buyers the ability to opt out of messages they don’t wish to receive. A buyer who opts out was most likely not going to write a review or leave feedback anyway. It’s amazing that it took Amazon this long [to extend its opt-out option globally].
“Sellers should remember that emails to customers should be valuable and an enhancement to the buying process. If they are notified from Amazon about a buyer opting out, they should update their blacklist so they don’t email them again.
“Amazon will block any email sent to someone who has opted out. Feedback Genius already has a blacklist and we suggest our users auto-filter the messages to the blacklist as a safety precaution.
“I would also challenge sellers — if they use a system that doesn’t have a blacklist — to be careful. Some software has it; others don’t.”
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