![]() Amazon has sent more than 200 million welcome emails and, clearly, they have narrowed down the copy and content that gets people using their website and making purchases as fast as possible. This email is transactional in nature but there’s so much more to it. (Remember, you can actually make purchases on Amazon via Twitter.) They lead with customer support, then mention their best product, the Kindle, the availability of digital content, plug their mobile app and link to Twitter and Facebook. It’s worth noting that Amazon has included a some information that isn’t vital to a new user but could very well drive engagement, and therefore create more data. The common question that gets asked in business is, why? That’s a good question, but an equally valid question is, why not? The call to action – that bold, yellow button – is clear and unintimidating. They offer a brief overview of their services and show me where to find a few key bits of information about my account. Since Amazon doesn’t know much about me yet, there isn’t a ton of personalization they can do. It’s a study in email-done-right and a template that other business can use send the right emails, at the right time, every time. Below, you’ll find the emails we received along with the context of their arrival (our behavior, purchases, etc.). What we found was really interesting, and really impressive. Instead of pulling random examples from our inbox to show you, we created a new Amazon account, made a few purchases and started collecting emails. Every email is personalized using every scrap of information they have about their users: on-site behavior, past purchases, amount spent, location, age, gender, etc. This isn’t to say that great copy and strong calls to action can’t work – they often do – but, at best, they are only speaking to a small percentage of the recipients.Īmazon takes an entirely different approach. Coupons, sales and content sent to massive lists of customers and prospects, occasionally segmented by purchase history is a shot in the dark. In the average marketing department, email marketing relies heavily on promotional messaging and newsletters. Rather, it’s to examine the practical implications of their innovation in action, specifically with their email marketing. ![]() The purpose of this guide isn’t to praise Amazon. And I can guarantee you that everything we do will not work. We are planting more seeds right now, and it is too early to talk about them, but we are going to continue to plant seeds. also started about six or seven years ago. If you invent frequently and are willing to fail, then you never get to that point where you really need to bet the whole company. Here’s a snippet of Bezos’ view on innovation from a 2011 shareholder call: The answer is simple, but trickles down into every nook and cranny of the business: Amazon is built on a culture of innovation.Īt Amazon, innovation is bred into every facet of the business, from the top down. To what can we attribute Amazon’s growth? After all, they have access to the same tools, people, software and infrastructure as every other retailer. In the United States, Amazon owns a 30% marketshare in e-commerce … not exactly a niche market. If it were a country, it would the fourth-largest in the world.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |