Proof that templates = success

The machine that keeps big businesses running.

It’s less to do with creativity, and more to do with predictable outcomes.

Here’s a perfect example.

A few years back Amazon, one of the biggest brands on the planet, sent this out.

Amazon’s email templates

Obviously a mistake from someone on the marketing team.

But this mistake offers great insight into how to run effective marketing machines.

Consistency.

The template makes it easy for the writer to know what to write and where.

It also gives guidelines on HOW to write.

Why is that important?

Because you could hand this template to anyone on the marketing team and get almost the same result.

Or to put it another way — you ensure consistency while also making the process quick and easy to follow.

Amazon can then churn out dozens or hundreds of these emails without compromising brand voice or tone.

Creating more consistent opportunities to convert customers.

I’ve not worked with Amazon, but every successful brand I’ve worked with has templated key marketing assets like this.