In today's digital age, email marketing is a powerful tool for businesses looking to increase their sales and revenue. Email marketing has an average ROI of 3800%, according to a recent study. In this article, we'll explore how Amazon, the world's largest online retailer, used targeted email marketing to boost its sales by 50%. We'll take a closer look at its email marketing campaign strategy, the key elements that contributed to its success, and what businesses can learn from Amazon's approach to email marketing.
Email marketing has long been a popular and effective way for businesses to reach out to their customers and boost sales. In recent years, many companies have turned to targeted email marketing campaigns as a way to increase their sales and revenue.
Source: SafaltaAmazon, the world's largest online retailer, is no exception.
In 2017, Amazon launched a targeted email marketing campaign that led to a 50% increase in their sales. Let's take a closer look at how they did it and what businesses can learn from their approach.
Step 1: Segmenting Their Email List
The first step in Amazon's email marketing campaign was to segment its email list. Instead of sending the same generic email to all of their customers, they carefully segmented their list based on each customer's browsing and purchasing behavior. This allowed them to send personalized and targeted emails that were more likely to resonate with each customer.
For example, if a customer had recently searched for a particular product category on Amazon's website, they would receive an email promoting products in that category. Likewise, if a customer had previously purchased a particular brand of product on Amazon, they would receive emails promoting other products from that same brand.
By segmenting its email list in this way, Amazon was able to send more relevant and personalized emails that were more likely to result in a purchase.
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Step 2: Timing their Emails
Another key element of Amazon's email marketing campaign was timing. They carefully timed their emails to coincide with each customer's buying cycle. For example, if a customer had recently purchased a product that typically needs to be replaced or replenished after a certain amount of time, they would receive an email reminding them to repurchase that product.
Similarly, Amazon would send promotional emails at the start of the holiday season or during special sale events like Black Friday and Cyber Monday. By timing their emails in this way, Amazon was able to capitalize on each customer's buying behavior and encourage them to purchase at the right time.
Step 3: Personalization
In addition to segmenting its email list and timing its emails, Amazon also focused on personalization. Each email was personalized with the customer's name and included personalized product recommendations based on their browsing and purchasing history.
Amazon also included personalized product ratings and reviews in their emails, which helped to build trust and credibility with each customer. By personalizing their emails in this way, Amazon was able to create a more engaging and relevant email experience for each customer.
Step 4: Mobile Optimization
Finally, Amazon made sure that their emails were optimized for mobile devices. With more and more people accessing their email on their mobile devices, it was essential for Amazon to ensure that their emails looked great on smaller screens.
This meant optimizing their email templates for mobile devices, using clear and concise subject lines that were easy to read on a smaller screen, and including prominent call-to-action buttons that were easy to tap with a finger.
By optimizing their emails for mobile devices, Amazon was able to reach a wider audience and make it easier for customers to purchase on the go.
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So, how did Amazon's targeted email marketing campaign perform? According to reports, the campaign led to a 50% increase in Amazon's sales during the holiday season. This was a significant increase in sales and shows just how powerful targeted email marketing can be when done correctly.
There are several key lessons that businesses can learn from Amazon's targeted email marketing campaign. First, segmenting your email list is essential for sending more personalized and relevant emails. By tailoring your emails to each customer's behavior and preferences, you can increase the likelihood of a purchase.
Second, timing is key. By sending emails at the right time, you can capitalize on each customer's buying behavior and encourage them to make a purchase when they are most likely to do so.
Third, personalization is essential. By including personalized product recommendations and ratings, you can build trust and credibility with your customers and create a more engaging email experience.
Finally, mobile optimization is a must. With more and more people accessing their email on mobile devices, your emails must be optimized for smaller screens and easy to navigate on a touch screen.
In addition to these key elements, there are a few other best practices that businesses should keep in mind when launching a targeted email marketing campaign:
- Keep your subject lines clear and concise. Your subject line is the first thing that your customers will see, so make sure it's attention-grabbing and easy to understand.
- Use graphics and images to make emails more appealing. Just be sure to optimize your images for fast loading times and smaller screens.
- Test your emails before sending them out. Make sure that they look great on all devices and that all of your links and buttons are working correctly.
- Don't be afraid to experiment. Try out different approaches and see what works best for your business and your customers.
By following these best practices and taking inspiration from Amazon's successful targeted email marketing campaign, businesses can increase their sales and revenue and build stronger relationships with their customers.