Amazon Outbound Multi-content email template and style guide

STRATEGY | ART DIRECTION | UX/UI | CONTENT STRATEGY

Amazon‘s Outbound Marketing team transmits messaging to their worldwide customers via email, SMS, Push and emerging channels. Their current state of messaging and creative is the product of a highly decentralized federation system of over 2,000 business teams and 800 marketing managers operating towards their distinct business KPIs. This has led to a subpar and dis-coordinated customer experience resulting in disengagement. In addition there’s a large pool of inactive users that receive close to no marketing outreach tailored for them.

SOLUTION
Get Amazon Customers (active and inactive users) to continue/begin their shopping experience by presenting relevant content in a pyramid hierarchy structure. This can start with specific call to actions, relavant content, and gradually expanding to broader browsing options.

Collaborate with their team to develop a centralized style guide for their partner teams to use and reference.

CHALLENGE
Customers are inundated with an abundance of isolated messages that primarily focus on individual products and departments.

INSIGHT
The goal is to consolidate products, categories and program recommendations into a unified experience that guides users through a purposeful and coherent journey.