Amazon Confidential

Its All About the CustomerEmail in an Age of Complexity

Donald ParsonsAmazon

Amazon Confidential

Amazon Confidential

Or Maybe “Buy Now?”

A > B Tests

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Heat Maps

Amazon Confidential

Amazon Confidential

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?????????

Amazon Confidential

Amazon Confidential

Amazon Confidential

Taking Advantage …

• Sentiment• Networks• Location

Amazon Confidential

More Of It More QualitativeOn More Dimensions

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CurrentTargeting

Window Shoppers

Middle of the PackImpulse Buyers

Deal Hunters

New-new Customers

Amazon Confidential

Amazon Confidential

Amazon Confidential

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.

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

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

Amazon Confidential

Thank You!