If you’re only selling on Amazon, you’re already behind.
Customers aren’t just on one marketplace anymore. They’re on Walmart, Target Plus, SHEIN, TikTok Shop, and plenty of others. The game now is meeting them wherever they already shop.
But here’s the catch: Every marketplace wants to keep your customers to itself. You don’t get the data, the relationship, or even the chance to follow up.
That’s why I always tell sellers that email is your bridge.
It’s the one channel that cuts through the silos. It connects your marketplaces, builds credibility, fuels reviews, and quietly brings customers back “home” to your DTC site.
Why email still matters (more than ever)
We all know the deal with Amazon: incredible reach, limited control. Once a buyer checks out, they disappear into Amazon’s system. You can’t email them, tag them, or follow up. But here’s the good news. Tools outside the marketplace are getting smarter. With the right setup, you can start capturing buyer intent and using that data to drive smarter decisions.
That means more efficient ad spend, stronger lifetime value, and the kind of customer insights most sellers never touch.
And honestly, email and SMS still give you the best ROI in ecommerce. When they’re properly segmented and tagged, they don’t just drive sales – they tell you who your real fans are and how to turn them into advocates.
How email can fuel your marketplace growth
One of my favorite plays is using email to jumpstart momentum on a marketplace. Say you’ve got a new product dropping on Amazon. Send an exclusive note to your existing list that says:
“We’re live on Amazon! Be one of the first to grab it and help us climb the ranks.”
That early burst of sales does a lot more than you’d think. It pushes you up Amazon’s organic ranks, moves inventory faster through FBA, and earns you credibility badges like Amazon’s Choice or Popular Pick. Then, every couple of weeks, export your Amazon orders and cross-check them with your Shopify or email list. If someone shows up, thank them personally in a short founder note. Ask for a review, then offer something special if they shop direct next time.
Now you’re not just chasing traffic. You’re creating a loop between marketplaces and your own store. And if you really want to go deeper, ask for feedback. People love to tell you what they think – good or bad. That insight is gold.
The flows that do the heavy lifting
There’s a ton you can automate, but don’t overcomplicate it. Nail the basics first:
- Welcome series: Be honest and human. Tell people what your brand stands for and what it doesn’t.
- Abandoned cart and browse recovery: Remind, don’t spam. Reference what they actually looked at.
- Post-purchase review requests: Tie this into your marketplace strategy. “Hey, if you grabbed this on Amazon, would you leave a quick review?”
- Product launch announcements: Use email to fuel your next drop. “We’re live on Target this week!”
- Re-engagement: Keep it light. A simple “Still here?” goes a long way.
- Seasonal campaigns: Black Friday, Mother’s Day, whatever fits your brand. Plan these early and reward your VIPs first.
The big mindset shift is that email isn’t separate from your marketplace strategy. It’s what powers it.
When to DIY and when to call in help
If you’re just starting out, you can absolutely get things rolling yourself. Focus on those six flows, build a few simple segments, and make sure your tech stack talks to each other.
Platforms like Omnisend make this easy. (Full disclosure: I partner with them because they actually deliver – solid tools and solid support.) Klaviyo is another great option, just a bit pricier.
But once you start doing over $50K a month, your time becomes your bottleneck. You can’t run ads, manage logistics, and also build sophisticated automations.
That’s when an agency or a good freelancer earns their keep.
A good partner won’t promise magic. They’ll help you do the basics consistently and do them well. They’ll make sure your integrations are right, your segmentation makes sense, and your message hits the right people at the right time.
If they’re really good, they’ll help you think bigger:
- What happens 30 days after a purchase?
- What about six months?
- How can you connect your email and paid ads to find more customers like your best ones?
That’s where we use tools like Proxima.ai to build high-intent audiences and make ad spend smarter.
And if you’re evaluating a partner, here’s my quick checklist:
✔️ They’re honest, even when it’s uncomfortable.
✔️ You get to meet the people doing the actual work.
✔️ They care about the boring stuff like data, deliverability, and follow-up.
✔️ Their meetings are short, focused, and real, not hype sessions.
The tools that actually help
You don’t need 15 apps. You just need the right few that talk to each other.
- Omnisend: My go-to. Great balance of features and support.
- Klaviyo: A beast. Reliable, just heavier on cost.
- Proxima: Great for building buyer personas and ad audiences.
- Yotpo: Collect reviews and user-generated content.
- Zaymo: Lets customers shop or upgrade subscriptions right inside the email.
- Skio and Recharge: Both solid for subscription brands.
(If you’re using Zentail to manage listings, syncing this kind of data across marketplaces gets a whole lot easier.)
Where AI fits in
Everyone’s talking about AI, but most tools overpromise.
That said, when used right, it’s a real time-saver. Platforms like Omnisend have built-in AI that can generate workflows, suggest subject lines, and even help with segmentation.
Just remember: AI isn’t your marketer. It’s your assistant.
A good prompt and clear direction can save you hours. A bad one can wreck your voice. Use AI to brainstorm and accelerate, not to replace your thinking.
If you only do six things…
If you’re skimming, here’s the short list:
- Pick a solid email platform.
- Build a real, opted-in list.
- Design for mobile first.
- Segment your audience, even simple ones.
- Automate your core flows.
- Track what matters – opens, clicks, and conversions.
Better deliverability means more money. Every percentage point counts.
Wrapping it up
Email is the connective tissue across your entire multichannel strategy. It’s not just for retention. It’s a growth engine.
It builds credibility on marketplaces, helps you collect reviews, and gives you a direct line to the people who actually buy your stuff.
Whether you DIY or bring in a partner, the goal’s the same: use email to turn one-time buyers into lifelong customers, no matter where they found you.
If you’re ready to tighten up your email strategy, tools like Omnisend or platforms like Zentail make it easier to connect the dots.
And if you need help seeing the full picture, that’s where folks like me come in.
About Ryan Berg:
For over 15 years Ryan and his team of experts at TALENTA Commerce have been solving issues that prevent e-commerce brands from growing. When he isn’t deep into the data you can find him picking lines down the mountain on snow or bike.
Reach out today for a free audit of your email or marketplace operations and some ideas on how you can grow, even if you don’t decide to retain him.
📧berg@talentacommerce.com
📞385.542.9915
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