My wife is pregnant with our first child, and as we move into the third trimester, her purchases of a few baby-related items have percolated through the internet. She now receives marketing emails from Amazon that specifically target her with baby-related offers. She actually really likes these! It makes it easier for her to comparison-shop the 45 different baby monitors if they are all in the same email. And since this is our first baby, she is genuinely interested in learning more about all the available options. But what about non-baby stuff?
Search engine marketing is so useful because the potential customer has just told you what they are searching for. But in other cases, the marketer is left to guess at what people might want based on heuristics rather than explicit declarations of intent.
My wife loves getting baby emails from Amazon, but she hates getting emails about jeans and cooking utensils, because she already knows what kind of jeans she likes, and what kind of cooking utensils are out there. What she doesn't know is what the different baby monitors are like.
So wouldn't it be cool if there was a way to close that loop? If Amazon knew that my wife would rather get some kinds of offers rather than others, that would make their email marketing way more effective. That would be a huge step up for marketers, and a great business opportunity for the company that figures out how to do it.
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