Email Campaign Case Study 2022

Email Campaign
Case Study
Name of the Student
Name of the University
Author’s Note

Introduction
 The presentation introduces the pros and cons of
using email or newsletter strategy for building and
maintaining core customer base for Amazon.com. The
introduction of email marketing in the business helps
in marketing of products in a flexible, faster and cost
effective way. It can be used for creation of
personalized and target message for building
relationship with the customers.

Need of
email
marketing
 The direct attention for the potential market can be
gathered through the inbox of the customer. With the
use of right email strategy Amazon can be the
welcome visitor to the email of the regular and the
potential buyers.
 A good email strategy for Amazon is to prompt the
buyer to give feedback and positive reviews. User
generated content can be used for increasing the
sales lifelong
 The email marketing strategy can be used for
improving reputation with the customer and make
them feel that they are the part of the business.

Start of
Email
marketing
 Making planning for promotion
 Collection of customers email
 Writing awesome email template
 Use of automated email
 Tracking of data

Pros of
using
email for
maintainin
g
customer
base
 Permission based
 Flexible design
 Scalability
 Segmentation and Personalization
 Shareable
 Increased sales and Conversation
 Measurable
 Benchmark

Cons of
using
email for
maintainin
g
customer
base
 Spamming
 Undelivered Emails
 Design Problems
 Size Issues
 Resources and skills

Content or
strategy for
improveme
nt of
customer
email open
rates and
interaction
 Marketers use email and it has the highest ROI for the
marketing challenges.
 Split testing can be applied for testing the email
marketing and finding optimal solution for content,
subject lines, send times, etc.
 Storytelling can be applied for improvement of direct
sales response and provoke the feelings of the
recipients for convincing them to buy the products.
 The use of effective welcome mails can help in
building strong relationships and let them know the
type of content they would receive to get in touch
with the company.

Metrics
used for
measuring
success of
new
strategy
and
process
 The click and open rates is needed to be focused for
the measurement of success of new strategy and
process.
 The open and click reach is needed to be measured
and it can be done by checking the total people who
opened and clicked the email for a period of 30 days.
 Segment can be created as active or inactive
subscribers for tailoring the campaigns depending on
the data.
 Click to open rate can be used as the metrics which
defines the percentage of subscriber who clicks on
opening the email. s

Type of
Email
 Untargeted broadcast
email
 Open rated: 20%
 AVG CTR: 9.5%
 AVG Conversion Rate:
1.1%
 User triggered campaigns
 Open rated: 27%
 AVG CTR: 9.3%
 AVG Conversion Rate:
2.3%
 Life Cycle messaging
Campaigns
 Open rated: 26%
 AVG CTR: 9.3%
 AVG Conversion Rate:
2.3%
 Clickstream based
campaigns
 Open rated: 33%
 AVG CTR: 14%
 AVG Conversion Rate:
3.9%

Recommen
dation for
moving
from
current
strategy to
proposed
strategy
 A planning is needed to be made for the development
of the email marketing strategy and the following
recommendations are made for moving from current
to proposed strategy:
 Use of personalization for retention of customer
 Creation of subject lines for improving the
conversions
 The use automation in segmentation triggered
 The use of dynamic content in personalization
 Use user generated content

Assessment
whether
new target
customer,
products
and
services is
needed to
be included
 Amazon.com has the need to assess whether new
targeted customer, product or services is needed to
be included.
 The targeted customer requirement is needed to be
analyzed for aligning the product and service and
identifying the features that are needed to be
included to serve the customer better.
 The customer service is needed to be improved and
the vision is needed to be clarified for optimization of
the resources, budget and time.

Summarizat
ion of the
main point
of the
strategy
 The targeted market is needed to be understood for
serving both brands and the customer and improving
the development of product and operations and
allowing Amazon.com to differentiate itself with the
other competitors. A clear and detailed persona can
be created or the buyer for analyzing the quality,
habits and characteristics of the persona. Getting the
details of the targeted audience helps in focusing on
the targeted market and deciding on the factors that
are needed to be taken care off.

Micro Target
and Online
Audience
 An online territory is needed to be established
defining goals and objectives of the site and reach the
audience who have the interest of using the
ecommerce website. Special offering are needed to
be provided for engaging them with the business and
improve the business process.
 Integration across the channel is needed to be used
such that the consumer experience, brand awareness
and consistency can be improved. The products that
are promoted via the email is needed to be innovative
such that it can be differentiated from the other
products to reach maximum number of peoples.

Projection
growths
 The application of the strategy helps in growing the
current business of Amazon by engaging more
number of customer and improving the brand value.
 It is expected that the total retail sales at the end of
this year would grow by 5.8 % at the end of this year
and the projection would keep on growing.
 In the third year it is expected that the company
would grow by 13.2 % and would be accountable for
1/10 th of the total sales in retail industry
 At the end of five year Amazon would make up 19.3%
for the total retail and would have a high penetration
for the total retail industry

Conclusion
 From the above presentation it can be concluded that
the engagement of the subscriber for getting
consistent email is important for improving the
performance of the email campaigns. For the
development of the presentation the pros and cons of
using email for improving the customer base is
evaluated. The content and strategy is discussed that
would help in improvement of customer email open
rates and interaction. The metrics are evaluated that
would be used for measurement of success of the new
strategy and processes. A plan is recommended for
moving from current marketing strategy to the
proposed strategy. An assessment is needed to be
made whether the new targeted customer, product and
service are needed to be included in the marketing
plan. Lastly a summarization of the main points of the
strategy is included for the projection of the growth
that is expected from the implantation of the strategy.

Email
Marketing
software
 Mailchimp
 Jump Send
 GetResponse
 Aweber
 ConverterKit
 Constant Contact

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