In turn, marketers could create automated, evergreen campaigns that were easily scalable. The goal in building the API was to display personalized song and album recommendations as part of a round up of new music releases. The data was based on the preferences that Amazon Music users provide for a more tailored experience as well as user listening habits. The collaboration between Movable Ink and Amazon Music started by building a new Artist Follow API that the Amazon Music team could use to supercharge personalization into their newsletters. The team needed a way to quickly access the preferences information that Amazon Music could transform into stunning, visual email content. Building New Personalization ModelsĪt the time, Amazon Music had five million newsletter subscribers along with preference on listening habits from their Music customers. With Movable Ink’s help, the Amazon Music team built a new, hyper-personalized experience into an email campaign read by millions of subscribers. To do so, Amazon Music marketers decided to use an email newsletter to recommend new artists based on their customers’ music tastes. Amazon Music knew that improving customer streaming playback led to happier listeners and a higher subscriber lifetime value.
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