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May 15, 2019

Corporate Communication – How Amazon Sends Better Emails

3 min read

I was flipping through my emails and found 2 emails side by each, one from Amazon and one from Geek Squad, the tech support division of Best Buy Canada.

There were some stark differences between the two emails that I wanted to highlight to discuss some of the changes and demands in corporate communication, specifically digital/email marketing.

Companies haven’t been sending emails to consumers for all that long. It’s been mostly billboards, signs, classified ads… it was like that for decades. Email communication direct to consumer has become the norm among serious companies, but learning how to send emails like this is a skill, one that we’re still honing in on, so there’s no one perfect way to draft and plan them. That being said, there are better and worse emails, and specific tactics that are important to focus on. Here are a few examples I wanted to highlight.

Reason for communication – tell the customer why you’re emailing them as quickly as possible

Amazon says in the title what the email is about, Geek Squad has it nest somewhere in the body of the email. Geek Squad pads the email with a random picture of strangers, and calls your attention to the body of the email with an eye catching grey (that’s sarcasm)

Additional information – there’s a Goldilocks effect with length of email, you need to get it just right, which means picking the perfect info to include

Amazon reminds you what order this is, and how much it was, even gives you a picture to remind you. Geek Squad gives me a bunch of random numbers, a bunch of links that I may or may not find useful, and does it all in 2 languages.

Screen real estate is important. You only have so much screen, the top of the email is prime real estate

Both companies have marketing on top. But Geek Squad takes up about half of my viewing space with branding, while Amazon just has a tiny logo, and then provides useful information right away.

What do I do? It’s important to make clear what the use should do, it’s not always clear and they don’t want to read

Amazon provides 2 very clear and present links in their email. The button for “Track Your Package” and a link to the product page. Geek Squad provides 6 hyperlinks that blend into eachother. 6 is too many options, 2 is just right. Bring me to your website and show me all of the links from there.

Did I miss anything? Any marketing and communications gurus see any opportunities for either company to improve? Let me know in the comments below or hit me up on Twitter:
https://twitter.com/StephenMatusiak

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