Customer obsession at Amazon is one of the founding principles of the organization. From the eCommerce platform to Amazon Music, marketers across the entire business at Amazon are focused on continuing to create better experiences for their customers through innovation, personalization, and sophisticated marketing campaigns.

One such example came early in 2021. Amazon Music knew that improving customer streaming playback led to happier listeners and a higher subscriber lifetime value. To do so, Amazon Music marketers decided to use an email newsletter to recommend new artists based on their customers’ music tastes. With Movable Ink’s help, the Amazon Music team built a new, hyper-personalized experience into an email campaign read by millions of subscribers.