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Tuesday, 30 April 2013 10:10

Email marketers encouraged to take a leaf out of Amazon´s book

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Direct marketing expert Dianna Dilworth is urging brands to study how Amazon conducts its email marketing activity and to try integrating a few of its trademarks in their campaigns.

The Washington-based online retailer made over $60 billion (£38 billion) in revenue last year, a success which has been helped along by its multinational advertising efforts. Email is a key focus of the company's marketing department and Ms Dilworth believes many brands can learn from their strategy on the channel.

Writing at mediapost.com, Ms Dilworth highlighted some of the cunning ways that Amazon manages to drive repeat visitors into their site via email.

She explained that Amazon is keen on data and using this to understand what their customers want. According to Ms Dilworth, the company sends out email alerts to people who have already bought books in one series and sends them a message when a new title comes available. However, if the user doesn't respond to these messages, Amazon slows down the frequency of their response to avoid them opting out of the service.

Ms Dilworth claimed cadence was also important to Amazon's email marketing, while also playing a part in customer retention. Rather than send ten messages to one person because they've expressed an interest in a number of different products, the company combines numerous conversations in one message so the user isn't bombarded with responses.

Donald Parsons, Amazon's director of global email, advises companies to try and put the conversation in the right context so, in his words, "it sounds like a chord rather than a bunch of keys on a piano".

Cited by myonlinesocial.com, Ms Dilworth also mentions relevance in her review of Amazon's strategy - something Mr Parsons believes is all about timing. He uses the example of someone that receives a message about new television sets just days before they're about to buy one.

However, if the person receives their message days after buying one from a different company, Amazon has lost out on a sale.