Commentary

Pushing Buttons With Amazon's Donald Parsons

No, not the apparel kind of buttons some consumers purchase on Amazon.com, but the outbound marketing kind that generate engagement and sales for all sorts of product categories on the etailer’s platform. Parsons, director of outbound marketing at Amazon, and the opening keynote on Day Two of the Email Insider Summit on Kiawah Island, SC, Tuesday, opened with a discussion about which “buttons” work best in outbound email messages.

For a long time, he said, “Learn More” ruled the day.

“We can’t knock it off,” Parsons said of the “learn more” call-to-action, which has been one of Amazon’s “longest winners,” when it comes to consumer appeals.

More recently, he said, other “media-centric” buttons have been beating “learn more,” especially “Download Now” and “Play Now.”

“For the first time,” Parsons said, the media-centric buttons have been “reliably beating ‘Learn More.’

We have to change our button, which is very troubling to us.”

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