E-mail Strategies and Tactics Exposed: An Insider’s Look at Exceptional E-mail - This month: Amazon.com
Standardize header/deliverability. Despite the fact that they have similar content, the from address lines in Amazon.com’s e-mail communications vary based on department (video, books, etc.). Amazon.com should consider standardizing from addresses and remind users to “Add to Address Book” to maximize rendering and ensure future delivery.
Test layout. Consider testing the layout or wire frame structure, and include tab links on top that provide one-click access to “Today’s Deals,” “Other Departments” or “Other Recommendations.” This may encourage additional cross-department activity and purchasing.
Michael Della Penna is co-founder and executive chairman of The Participatory Marketing Network, a new industry association dedicated to helping marketers transition from push and permission marketing to participatory marketing. Reach Michael at firstname.lastname@example.org.