Email marketing and Amazon DPS with Brad Moss of Product Labs

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
How does it fit into the Amazon advertising picture?
Marketing your brand instead of a particular keyword.

Generally, you’d think it’s about brand building - traditionally the number is 7 touchpoints before people buy.

That said, RoAS with DSP has often been as effective as PPC. Maybe because it’s really early.

It’s not just about presence, it can be about direct response.

Brad is developing metrics to analyse

Ads go onto Affiliate sites

CNN
Yahoo finance

Demographics targetting
Amazon tracks people via cookies trying to get them into amazon

Amazon lets you target different groups.

It also gives additional insight into WHO you’re targeting.

Eg: demographics, profile

But you don’t get great detail direct from Amazon.

Product labs DO go into the Customer more - calculate LTV

It’s a sensitive topic.