All About Amazon’s Manage Customer Engagement Program

Manage Your Customer Engagement (MYCE) is a new program that Amazon launched which allows brands to send out marketing emails directly to their Amazon customers.

As Amazon continues to grow worldwide, the demand for more brand experiences has also grown. MYCE is intended to help increase the ability for customers to follow and engage with your brand (Brand Stores, Amazon Posts, Amazon Live).

By using MYCE to connect with your brand followers as well as past customers, you can potentially boost the visibility of your products on Amazon. The only way that you can use MYCE at this time is to promote new products. However, Amazon is planning to roll out new features and additional campaign options in the future, so stay tuned!

Who Can Use Amazon’s Manage Customer Engagement Program?

Amazon’s MYCE program is currently only available to 1P or Vendor accounts. This means that 3P or Seller accounts will not be able to access this feature at this time. Although it may be rolled out to other accounts in the future.

Get Started by Enrolling in Brand Registry

Currently, MYCE is only available to registered brands. This means that you must be enrolled in Brand Registry to be eligible for participation in this program.

MYCE is still in beta mode as Amazon tests the proverbial waters, but it is slowly rolling out to brand owners. If you are a 1P brand, you can find this program enabled under the Merchandising > Customer Engagement section of your account. MYCE is scheduled to roll out to 3P brands in the near future.

How Much Does MYCE Cost? How Does it Work?

For now, the program is free to registered brands. Campaign setup is quick and hassle-free – simply follow the steps below to get started with your first campaign:

  1. Upload your brand logo
  2. Select the product you would like to target
  3. Upload a lifestyle image
  4. Choose a campaign delivery window (currently all windows are 4 day periods)

Once the campaign has been created and submitted, automated emails will be sent to customers on your list during the delivery window schedule.

The automated emails are currently templated and unfortunately you are not able to customize titles, text, targeting, or messaging at this time. While this might change in the future, Amazon is typically adamant about standardization and creating a uniform style and message.

These emails will be sent out to customers who have chosen to follow your brand on Amazon. Tracking data and performance metrics with MYCE. Because MYCE is still in beta mode, the performance data is not very comprehensive. Here is a list of metrics currently available (we anticipate Amazon rolling out even more features once the program moves out of beta mode):

  1. Open Rate
  2. Click Through Rate
  3. Total Reach
  4. Opt-Outs

Why Should You Take Advantage of the MYCE Program

While it might take a few minutes to initially set up, MYCE gives you valuable insight into if or how your customers engage with your brand on Amazon. Once you have this information, you can use it to create highly tailored advertising and marketing strategies to help drive new customers to your brand.

Since the program is currently free, there is nothing to lose! Another benefit of using MYCE is that sellers who are early adopters of new Amazon programs are also more likely to see better results. Once more brands start to use the program, customers may get flooded with marketing emails from the other brands that they follow, which could lead to increased opt-outs or ignored emails.

If you’d like to learn more about Brand Registry and the MYCE program, we’re here to help.
To get started, schedule a free consultation today.

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