1. Amazon Confidential
Its All About the Customer
Email in an Age of Complexity
Donald Parsons
Amazon

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3. Amazon Confidential
Or Maybe
“Buy Now?”
A > B Tests

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Heat Maps

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7. Amazon Confidential
• A Data Scientist
• A Social Media Expert
• An Attribution Master
• An Organizational Ninja
• A Content Author
• And An Email Expert
A Great Email Marketer Today is …

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Happy News
?????????

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Taking Advantage …
• Sentiment
• Networks
• Location

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More Of It
More Qualitative
On More Dimensions

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Current
Targeting
Window Shoppers
Middle of the PackImpulse Buyers
Deal
Hunters
New-new Customers

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Leaders start with the customer
and work backwards. They work
vigorously to earn and keep
customer trust. Although leaders
pay attention to competitors, they
obsess over customers.

17. Amazon Confidential
Don’t forget the customer when you prioritize
Not Historical Performance but
Historical Performance X Customer Preference
Don’t forget the customer when you measure
Not Revenue per Email Sent
Better Revenue per Customer/Time
Don’t forget the end of the race
Not A Campaign Generated …
Better I’ve Grown A Customer’s Engagement

18. Amazon Confidential
Testing is even more important
Better to guess wrong and learn
Then wait for perfect
Don’t test where you can’t go back
Twitter is forever?Go Across Channel – What would Social Do?
Waffle Day Rocks

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Thank
You!