University Email Marketing Campaign Case Study: Amazon Analysis

This case study examines Amazon's email marketing campaign, evaluating the pros and cons of using email or newsletter strategies to build and maintain a core customer base. The analysis delves into strategies for improving customer email open rates and interactions, including personalization, segmentation, and the use of user-generated content. The study also explores metrics for measuring the success of new strategies, such as click and open rates, and recommends a plan for transitioning from current marketing approaches to proposed strategies, including assessing the need to include new target customers, products, or services. The case study concludes with a summarization of the main points of the strategy and provides growth projections for the first, third, and fifth years, anticipating significant expansion in Amazon's retail sales through effective email marketing.

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.