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Amazon may be a behemoth; but there are lessons that even small businesses can learn from their email marketing.

Hubspot, in their article “What Amazon Can Teach You About Email Marketing,” outlines four key lessons based on how Amazon approaches email marketing.

First, Amazon ensures email is an extension of their website rather than an obviously separate component. Their emails mimic the look of the site and include features that eliminate extra steps in the email-to-website flow.

Second, repeated follow-up. Sending just one email to follow-up on a site visit, an abandoned cart, or other website based action, isn’t enough. Using marketing automation, you can send targeted emails with personalized messaging to encourage potential customers.

Other lessons include personalization and utilizing a recommendations engine as well as a less-is-more approach to email.

Learn more on each of these from Hubspot.

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