Amazon's Tips For Email Success

Want to send a great email? Don't forget the customer, said Donald Parsons, director of outbound marketing at Amazon, at a keynote at EIS today. The retail giant thinks about competitors but obsesses over customers.

As an email marketer, this means not just looking at historical performance but historical performs along with customer preference. In addition, don't just measure revenue per email sent, measure the revenue per the number of times you email a customer. Rather than thinking in a campaign-centric way, you should think in the long term. "What you care is if you are moving your customers and creating a consistent dialog with your customer," Parsons said. It's about the end of the race, not the campaign and performance should be measured over long time frames.



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