Self-service marketing allows select Prime Video Channels content providers to create, schedule and preview channel-level marketing engagement email messages through a newly created CRM tool accessible through Video Central.
After onboarding to self-service marketing, Channels content partners can access a template that allows for the creation of newsletter and tentpole title marketing style email campaigns. In addition, content partners can view and edit automated lifecycle marketing email messages by the Prime Video Channels Marketing team. You can select a lifecycle marketing segment to override and update select components to the automated lifecycle programs.
After marketing is enabled for your channel, the Marketing tab appears on the navigation bar.
Video demo
A
video demo for the Self-Service Marketing Tool is available.
Video: Self-Service Marketing Tool demo Features and options
On the Campaigns tab, create, edit, and schedule email marketing campaigns. You can track KPI performance for all automated programs and program overrides on your Video Central dashboard including, total delivered sends, opens, clicks, opt-outs, and title level and channel-level streams.
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- Channel
Select a channel from the list of channels available to create campaigns for.
- Search campaign titles
Search bar for past, current, and future campaigns.
- Campaign status
After created, a campaign is in one of the following statuses:
- Draft
Campaign created and saved as draft.
- Submitted
Campaign created and submitted for Prime Video quality control (QC) review.
- Approved
Campaign approved by Prime Video quality control (QC) and will run on the scheduled date.
- Running
Campaign live.
- Completed
Campaign complete.
- Rejected
Campaign rejected upon review. A reason is provided when clicking the status.
- Canceled
Campaign canceled.
- Filter button
Filter campaigns by Program, Status, Start/End date, and Created by (channels)
- Add campaign
Opens the New email campaign section.
Create or edit a campaign
New campaigns can be created and existing campaigns edited in this section.
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- Campaign title
Add a unique title to be used for referencing the campaign. This title only appears internally and isn't seen by customers.
- Active dates
Select the run dates from the custom calendar. Only one campaign can run per date selection. All campaigns run for a total of frive calendar days. The Amazon internal planner determines the best day for campaigns to run based on customer propensity logic. Note: If Amazon is unable to support campaigns on specific dates, the dates are grayed out and not selectable.
- Email language
Select a language to upload localized hero image for the intended locale. For more information, see Multi-language campaigns.
- Email subject and Email super subject
Choose an option from the drop-down list or opt for a custom subject line of your own. For preset subjects, avoid selecting inaccurately matching subject and super subject lines — e.g., refrain from using "new content" for a title available for a significant time. With custom subject lines, aim for conciseness and relevance to your campaign. Only select content partners have access to this feature as this is a beta launch.
- Segmentation
Use our segmentation feature to target your most relevant cohorts. Choose from the following options: (1) customer activity (e.g., Active/Inactive) and (2) Genre (e.g., Action/Comedy). Our segmentation feature allows for multi-select, so you can build your most relevant segments (e.g., Active + Action viewers). Only select content partners have access to this feature as this is a beta launch.
For partners with custom segment requests that we currently don't support, we offer custom filters to cater to specific content targeting, ensuring your campaigns are finely tuned to your audience's preferences. Contact us at vc-marketing-support@amazon.com with your custom segment and include a detailed definition. We will respond within seven days with next steps.
- Campaign layout
Configure the layout of the email campaign by adding a hero section and carousels.
- Hero image
To add a hero image, follow the Prime Video asset guidelines and specifications. Note: If a hero promotes more than one title, for call to action target select the channel collection page. If you select individual title, it will only redirect the customer to a single title's detail page.
Hero image specifications
Image type |
Resolution |
Multi-title email header |
800x400 pixels |
Single-title email header |
800x400 pixels |
- Call to action target
Select individual title or channel collection page as the call to action for the image. For individual title, the hero image should correspond to the title and up to two (2) hero images can be selected. For channel collection, only one (1) hero image can be selected. The title can be searched by Title name or SKU.
- Call to action text
If individual title is selected under call to action target, it will preset to “Watch now” and “Add to Watchlist”. If channel collection page is selected under call to action target, select options from the drop-down list.
- Carousel section
Create from corresponding channel collection page carousels.
- Select carousel from collection
Select up to three carousels to add to the campaign. Carousel name, titles, and title pins are retained from the merchandising set up for collection pages. The first four titles from the carousel will be displayed in the email message to the customers. Note: If the selected carousel displays four or more titles with explicit content, the carousel will be removed. If all carousels are removed, the email campaign will be rejected and not sent to customers.
- Replace carousel
Click to update the carousel selection.
- Save
The campaign will be saved as a draft on the email campaigns dashboard.
- Submit for review
A campaign preview appears that includes the title, dates, subject, super subject, and the email body with the contents. Review your campaign configuration and click Submit for review again at the bottom.
Submit campaign for review
At Prime Video, we believe maintaining a high customer experience bar for content helps us drive better results for you, our Channels content providers. Accordingly, we've set customer-centric creative review policies to help preserve and enhance that experience.
We require review of creative materials prior to the campaign going live. The campaign review evaluates whether the assets you deliver using our self-service tool meet specifications and customer expectations. All content must be appropriate for a general audience and for the type of placement in which it appears. For example, the hero banner is one of the most visible placements on email campaigns.
The QC team will review assets to ensure the creative is compliant with Prime Video guidelines. Campaign approval is based on creative asset guidelines found in the Assets Guidelines section. After review is complete, the QC team provides a summary outlining approval allowing Video Central to publish your campaign.
If rejected, we'll provide an explanation for any rejected assets. These assets require resubmission for review. Your compliance with the creative asset guidelines as part of our self-service marketing helps to preserve the customer experience and your brand on Prime Video Channels.
After submission, the email campaign appears in the campaign dashboard with a status of Submitted. Campaign creators receive email notifications regarding campaign status updates. This includes updates for the following statuses: submitted, approved, rejected (with reason why), running, and completed. Campaign creators can customize notification communication preferences from the email footer or notifications tab on Video Central. From the email notifications, channel partners can quickly navigate back to the email marketing campaign to make appropriate updates.
For examples of Amazon visual policy and restrictions, see the Prime Video Visual Policy.
The following are additional guidelines for artwork submissions:
Requirement |
Individual title campaign |
Collection campaign (multi-title) |
Channel logo on artwork |
We recommend content partners add the channel logo to their artwork. |
Title names in Amazon Ember font in all caps |
We require any title names added to the artwork to appear in Amazon Ember all caps. Note: This doesn't apply to title logos. |
Title names in Amazon Ember font in all caps |
We recommend title logos don't overlap with artwork. |
Multi-title limitation |
n/a |
Content partners can upload a maximum of two titles in one creative. |
No talent name (unless legal requirement) |
Content partners can't add talent name in artwork. |
No trademarks |
Content partners can't add trademark logos artwork. |
No subcopy |
Content partners can't add subcopy to artwork. |
Multi-language campaigns
The following are required for multi-language campaigns:
- A minimum of one approved hero asset per locale selected
- The same number of hero assets for each locale
If one hero image was rejected, you can remove all hero assets for that locale or remove the image section where the rejected assets are to expedite the approval process. After removed, you can resubmit the campaign and the campaign status will update from Rejected to Approved status automatically.
Program overrides features and options
On the Program overrides tab, you can override and update select components to the automated lifecycle marketing programs. Features include replacing and adding additional hero banners, selecting ingress journey of the hero banner, and updating the call-to-action (CTA) button. You will also be able to curate your own carousels by replacing carousels that feature in the email shelves with other available carousels (based on carousels live in the storefront) and add carousels to the email.
All program overrides can be selected for a specific duration of time (minimum of seven days and maximum of six months), with the programs reverting back to the automated programs when the override expires.
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- Channel
Select a channel from the list of channels available to create campaigns for.
- Search campaign titles
Search bar for past, current, and future campaigns.
- Filters
Filter campaigns by Program, Status, and Start/End date.
- Override title
Click Override title to preview the campaign.
- View campaigns
Click See all to view all campaigns associated with the program.
- Add program override
Opens the New program override section.
Override a program
Program overrides can be created in this section.
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- Override title
Add a unique title for referencing the campaign. This title only appears internally and doesn't appear to customers.
- Program
Select a lifecycle program to apply changes.
- Edit selection
Check which section you want to apply the changes to: (1) Hero Section (2) Carousel section. You can select both.
- Program override dates
Select the dates for the lifecycle changes. The minimum time frame is seven days and maximum time frame is six months.
- Email language
You can't make changes here. The message in the template is what customers will see.
- Email subject
You can't make changes here. The message in the template is what customers will see.
- Email super subject
You can't make changes here. The message in the template is what customers will see.
- Campaign layout
Configure the layout of the email campaign by adding a hero section and carousels.
- Hero image
To add a hero image, follow the Prime Video asset guidelines and specifications. Note: If a hero promotes more than one title, for call-to-action target select the channel collection page. If you select individual title, it only redirects the customer to a single title's detail page. Note: By default, you will see the image customers will see if no changes are made.
- Call-to-action target
Select individual title or channel collection page as the call-to-action for the image. For individual title, the hero image should correspond to the title and up to two (2) hero images can be selected. For channel collection, only one (1) hero image can be selected. The title can be searched by Title name or SKU.
- Call-to-action text
If individual title is selected under call-to-action target, it presets Watch now and Add to Watchlist. If channel collection page is selected under call-to-action target, select options from the drop-down list.
- Carousel section
Create from corresponding channel collection page carousels. Note: By default, you will see the image customers will see if no changes are made. Select up to three carousels to add to the campaign. Carousel name, titles, and title pins are retained from the merchandising set up for collection pages. The first four titles from the carousel will be displayed in the email message to the customers. Note: If the selected carousel displays four or more titles with explicit content, the carousel will be removed. If all carousels are removed, the email campaign will be rejected and not sent to customers.
- Revert all heroes
By selecting Revert all heroes any changes made to the hero image section are removed and replaced with the default hero image.
- Revert all carousels
By selecting Revert all carousels any changes made to the carousel section are removed and replaced with the default carousels.
- Undo
Clicking Undo reverts the last change you made.
Guidelines and templates
Guidelines
Please review our Prime Video Visual Policy. For color contrast validations, use TPGi Colour Contrast Analyser (CCA), a tool to help verify that your content is compliant with general accessibility guidelines.
Templates
This template helps with creative guidelines and more explicitly highlights our visual policy requirements. To access the template, download and extract the files in the compressed .zip file. The full template (Adobe Photoshop .psd file) and a folder of the individual assets are included.
Download templates
Frequently asked questions (FAQs)
How can I get started?
The self-service marketing Beta launches with a select group of content providers. Please contact your Prime Video Channels Partnership Manager (PSM) for more information.
Who can I send email messages to?
Send messages to your channel’s subscribers determined by channel and territory. Email targeting is managed by Amazon and is optimized to honor customer’s marketing communications preferences and reach customers that are most likely to interact with marketing messages, driving engagement with your service.
What's included with self-service marketing?
Access to self-service marketing gives the ability to send channel-level newsletter and title marketing email messages to subscribers. Additionally, self-service marketing offers the ability to access and customize select lifecycle marketing communications. Create, schedule, and QA emails through a new CRM tool accessible through Video Central.
Flexible email templates support multiple combinations of hero titles and content rows to meet specific needs. Track the status of emails (editing, submitted, approved, rejected, deployed, or cancelled) and make edits to a campaign that was rejected during image validation. Each message can include up to two hero titles, three content rows, and a minimum of one each. Hero titles require 1920x1080 pixel asset that must be reviewed by Amazon before the messages deploy to customers.
Accessible via the CRM, self-service marketing provides campaign-level performance data including sends, opens. and clicks. Choose a week-long date range for the messages to send and Amazon deploys them during a multi-day period during that week.
How are email messages branded?
Messages are dual branded with Prime Video and your content. Messages sent from Amazon email servers and arrive in customers' Inbox from an Amazon email address. The message subject includes the name of both Prime Video and your service. All message content links back to your content and collection page on Prime Video.
How often can I send email messages?
A maximum of four email campaign messages can be sent per month per channel. We restrict email volume to maintain the best experience for Prime Video customers.
How can I access the campaign review process?
The campaign review process is inbuilt in the campaign creation experience. After you create your campaign and upload any creative assets, a review of the campaign is conducted to assess campaign creative.
Whom do I contact if creative asset review is pending?
To ensure your campaigns have been reviewed in a timely manner by our Quality Control (QC) team, we request that you provide assets at least a week ahead of a campaign publish date. This gives you and the QC team enough time for any reviews and corresponding updates to assets if and when required. The QC team should complete review in seven business days. If you don't receive a response within seven business days, contact your vendor manager or contact us at
vc-marketing-support@amazon.com.