Amazon accidentally send out email template

Amazon today have accidentally sent out their AWS email template, and it’s going viral. The behemoth online marketplace have an estimated annual marketing budget globally around the $10 billion mark, so this is a great opportunity for those with a significantly lesser budget to learn from their mistake.

The actual email template is very simple…

I’m going to break this down into portions so we can understand their main principles and hopefully find ways we can apply them to small/medium sized business.

Logo and header

Amazon open their email with a very simplistic, clean aws logo with the instantly recognisable smile arrow logo:

Simplicity at it’s finest. The white on the dark blue gives the instant contrast and draws your eye to the bottom of the void, this inherently drags your eyes down to the bottom, towards the content section. My business brain says it should be in the middle of the background, but I can instantly see the benefits enticing the reader to keep reading the article.

Header Image

The header image is a fairly standard size. 600 x 200 pixel width is a great size for a variety of devices, but works fantastic on mobile especially. Doesn’t encroach too much on the depth of a small device, taking up valuable retail space for content.

The Powered by HTML.COM is just a placeholder content section. If anyone has any additional information

Header text

A few key words appear here and I will dissect as best I can. ‘Enter a short headline’ is smarter than it looks. A short headline is often very difficult to write, especially if you’re trying to sell something complicated, but what it does do is appeal to the impatient (*raises hand*), hits a lower reading age(less words) and therefore appeals to more people.

‘summarizing’. Keep it short and to the point. Don’t over-do what you’re trying to say. There’s a great word here that nails this… Brevity. You haven’t got long to catch their attention, so make sure you nail it quickly. On point, accurate and be friendly. Too pushy and in your face and you’ve blown it.


My absolute favourite learning lesson. Look how simple they keep it. I’m gonna attempt to replicate this for a web design business. I’ve done this fairly quickly so please excuse any mistakes, but here’s my example of the first paragraph following their guidelines:

We build amazing websites. Websites that sell your business. We also market them too. To your audience, direct and to the right people. We sell your business, and make it look amazing. Wowzinger, let’s do this together.

CTA – Call To Action button

The eagle has landed.

Compelling I think nails it. Don’t use rubbish, easy call to actions. Give the user a reason to click the button. What are you promoting? Are you using a hook? Lets use an example…. We give people a free website audit, it helps us to understand where the client is currently at, something we would do anyway, and creates a reason for giving over their contact details.

Thank you for taking the time to read this, please leave comments on anything you’d like to expand on and we will endeavour to improve the article.

Let us know
what you think

Leave a Comment