Case Study: Amazon Music boosts email clickthrough and playback with Movable Ink

The Magic Behind the Marketing at Amazon Music

Amazon Music wanted to improve customer streaming playback and increase subscriber lifetime value by making its email newsletters more personalized. Working with Movable Ink, the music service used listener preferences and streaming behavior to recommend new artists and releases in a hyper-personalized newsletter experience for millions of subscribers.

Movable Ink helped Amazon Music build an Artist Follow API that dynamically generated personalized content at send time, with up to four tailored new-release recommendations per email. The result was a 682% increase in clickthrough rate, a 69% increase in playback active rate, and an estimated 469 hours of manual work saved per year in the U.S. alone.

Amazon Music