February 11, 2020
Four Keys To Amazon’s Marketing Success
“The most important single thing is to focus obsessively on the customer. Our goal is to be Earth’s most customer-centric company.” - Jeff Bezos, CEO, Amazon. With more than 50% share in the e-commerce industry, Amazon has been riding the wave of success for a long time. Emphasis on efficiency and a customer-centric worldview have been the two major reasons for Amazon’s immense popularity. For the brand, the idea has always been to make everything seamless, gratifying and as easy as possible. Amazon’s marketing tactics are also based on this idea that has revolutionised the brand’s success. Here are 4 keys to Amazon’s marketing success - Email is arguably the most important channel for marketing on Amazon. For most businesses where email marketing has been mostly about promotional messaging, newsletters and coupons, Amazon has a completely different and refined email strategy. They can be considered to be the pioneers of introducing highly personalized and product recommendation emails. Amazon has 9 email templates that can be further personalized based on behaviour, purchase history, order value history, age, gender location, etc. The longer a customer is associated with Amazon, the more data can be stored and used for email strategies. The templates are Welcome, Receipt, Shipping, Upsell, Invite, Thank You, Black Friday Sale, Review and Browsing. Source: Dribble Amazon emails are very direct and specific, with a single call to action for customers to know what exactly needs to be done. Keeping the content and template consistent with the website creates a holistic experience for customers, leading to familiarity and trust. Apart from that, setting up a series of emails is also a good strategy for maximum success. By sending out a second email to a customer for cart abandonment campaigns, conversion can be increased by 20%.