Outbound marketing overview: Invite only - Prime Video Tech Docs

Outbound marketing overview: Invite only

Last updated 2024-12-12

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 customer relationship management (CRM) tool accessible through Prime Video Slate.

After onboarding to self-service marketing, Channels content partners can access a template that allows them to create newsletter- and tentpole title marketing-style email campaigns. Content partners can also 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.

Access marketing resources

To access the features outlined in this topic, navigate to your Slate homepage. Outbound marketing resources can be found under Marketing in the top navigation, or under Key tools.

Slate Marketing homepage, with Price promotions highlighted under the Key tools heading.

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 Prime Video Slate dashboard, including total delivered sends, opens, clicks, opt-outs, and title-level and channel-level streams.

The following screenshot of the Campaigns tab is annotated to highlight specific features. The complete annotations are listed below it.

Annotated screenshot of outbound marketing campaign features on the Campaigns tab

  1. Channel
    Select a channel from the list of channels available to create campaigns for.
  2. Search campaign titles
    Search bar for past, current, and future campaigns.
  3. Campaign status
    After it’s 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 QC to run on the scheduled date.
    • Running
      Campaign live.
    • Completed
      Campaign complete.
    • Rejected
      Campaign rejected upon review. Click the status to see the reason for the rejection.
    • Canceled
      Campaign canceled.
  4. Filter button
    Filter campaigns by Program, Status, Start/End date, and Created by (channels).
  5. Add campaign button
    Opens the New email campaign section.

Create or edit a campaign

Create new campaigns or edit existing campaigns in the New email campaign section.

The following screenshots of the New email campaign section are annotated to highlight specific features. The complete annotations are listed with each image.

The top of the New email campaign page in Slate. The fields highlighted are 1. Campaign type, 2. Campaign title, 3. Active dates, and 4. Email languages.

  1. Campaign type
    Select the type of campaign you want to create from the dropdown list:
    • To create a newsletter campagin for a released title, select Newsletter.
    • To create a newsletter campaign for a title that is not released yet, select Newsletter (upcoming title).
    • To create a campaign to promote an upcoming live event, such as a sport, select Live event. (Note: Only select partners have access to this campaign type, because this is a beta launch.)
  2. Campaign title

    Add a unique title to be used for referencing the campaign. This title only appears internally and isn’t seen by customers.

  3. 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 three calendar days. The Amazon internal planner determines the best day for campaigns to run based on customer propensity logic.

    Notes:

    • If Amazon is unable to support campaigns on specific dates, the dates are grayed out and not selectable.
    • If you select the campaign type Newsletter (upcoming title), you need to select the launch title first, before setting the campaign active dates. Also, if the selected campaign type is Live event, the end date of your run dates should be at least one day before the live event begins.
  4. Email language
    Select a language in which to upload a localized hero image for the intended locale. For more information, see Multi-language campaigns on this page.
    The default Email subject and Email super subject fields in the New email campaign workflow.
  5. Email subject
    You can choose an option from the dropdown list, or click Switch to a custom subject line and opt for a custom subject line of your own.

    The Custom email Subject and Custom email Super subject fields in the New email campaign page of Slate

    Custom subject lines should be concise and relevant to your campaign. An automated moderation feature runs in the background to review your submitted text in both English and localized languages in real time. This checks for profanity and for style, spelling, grammar, and punctuation mistakes, and makes sure your text aligns with Prime Video policies and guidelines. It also provides immediate feedback and alternative copy suggestions, if needed.

    Note: For preset subjects, don’t select mismatched subject and super subject lines—for example, avoid using “new content” for a title that’s been available for a significant time.

  6. Email super subject
    You can choose an option from the dropdown list, or click Switch to a custom super subject line and opt for a custom super subject line of your own. Custom subject lines should be concise and relevant to your campaign. An automated moderation feature runs in the background to review your submitted text in both English and localized languages in real time. This makes sure your text aligns with Prime Video policies and guidelines.

    Note: For preset super subjects, don’t select mismatched subject and super subject lines—for example, avoid using “new content” for a title that’s been available for a significant time.

    The Segmentation type section of the New email campaign page in Slate. This screenshot shows the Watch History, Activity type, and Genre fields.

    • Segmentation type
      Use the segmentation feature to target your most relevant cohorts. Choose from the following options:
      • Watch History (titles that customers watched in the past)
      • Activity type (such as Active/Inactive)
      • Genre (such as Action/Comedy).

        Our segmentation feature allows for multi-select, so you can build your most relevant segments (like Active + Action viewers).

      Note: Only select content partners have access to this feature, because 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, so you can finely tune your campaigns 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.

      The Hero section of the Campaign layout page in Slate. This screenshot highlights the Hero image, Headline, Description, Call to action target, and Call to action text fields.

    • Campaign layout
      Configure the layout of the email campaign by adding a hero section, a preset title section, and up to three carousel sections. You can rearrange these sections in a different order in the email; just drag and drop a section above or below the others.
    • Hero image
      To add a hero image, follow the Prime Video asset guidelines and specifications for hero images, as shown in the following table.

      Accepted resolutionsTemplate links
      800x 400 pixelsPV_EmailOutbound_800x400.zip
      https://icnk.io/u/_J_MUv0GhC6G/
      700x150 pixelsPV_EmailOutbound_700x150.zip
      https://icnk.io/u/qd_Asl5u5mxK/
      500x1000 pixelsPV_EmailOutbound_500x1000.zip
      https://icnk.io/u/zNg6ymdUwLub/

      Note: If a hero promotes more than one title, for Call to action target select Channel collection page. If you select Individual title, it will only redirect the customer to a single title’s detail page.

    • Hero image Headline and Description
      To add a headline and description for the hero section that appear beneath the hero image, click Add Header and Description. An automated moderation feature runs in the background to review your submitted text in both English and localized languages in real time. This makes sure your text aligns with Prime Video policies and guidelines.
    • Call to action target

      Select Individual title or Channel collection page as the call to action for the image. For an individual title, the hero image should correspond to the title and up to two (2) hero images can be selected. For a 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 dropdown list. You can also customize the call to action text by clicking Switch to custom CTA.

      The Preset title section of the New email campaign page in Slate. This screenshot shows the Default image, Title search, and Call to action text fields.

    • Preset title section
      To add a hero title section, search for and select the title you want to include in the hero section. The selected title’s default image will be used for the hero image. After you select the title, you can turn on the toggle in front of the title’s name, to show the title name and synopsis beneath the title’s hero image in the email.

      The Carousel section of the Campaign layout page in Slate. This screenshot highlights the Carousel type and Layout fields, and the Select carousel from collection and Replace carousel controls.

    • Carousel section
      In this section, you can select from corresponding channel collection page carousels, or create a custom carousel.
    • Carousel type
      Select an existing carousel from your storefront, or choose to create a custom carousel. (Note: Only select partners have access to the custom carousel type, because this is a beta launch.)
    • Layout
      Select how your carousel is displayed in the email by choosing one of the three available layouts.
      • Feed
      • 2x2
      • 1x3
    • Select carousel from collection
      If you choose to use an existing carousel, select carousels from this list 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.
      The Carousel section of the Campaign layout page in Slate. This screenshot highlights the Carousel name and Title search fields.
    • Carousel name
      If you choose to create a custom carousel, enter a name for the carousel. This will show in the email as the carousel title. You can select from a list of preset names, or create a custom name.
    • Title search
      Select at least 8 titles for your custom carousel. The first four titles from your selections will be displayed in the email message to the customers.

      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 before a campaign goes 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 reviews assets to ensure the creative is compliant with Prime Video guidelines. Campaign approval is based on creative asset guidelines found in Marketing artwork reference. After review is complete, the QC team provides a summary outlining approval and allowing Prime Video Slate to publish your campaign.

      To submit your campaign for review and approval:

      1. Click Save.

        The campaign is saved as a draft on the email campaigns dashboard.

      2. Click Submit for review.

        A campaign preview appears that includes the title, dates, subject, super subject, and the email body with the contents.

      3. Review your campaign configuration and click Submit for review again at the bottom of the page.

      If any assets are rejected, we’ll provide an explanation. 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 about 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 Prime Video Slate. 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.

      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 the rejected asset(s) are removed, you can resubmit the campaign. 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 the ingress journey of the hero banner, and updating the call-to-action (CTA) button. You can also 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.

      The following screenshot of the Program overrides tab is annotated to highlight specific features. The complete annotations are listed below it.

      vc_outbound_marketing_overview_program_overrides.png

      1. Channel
        Select a channel from the list of channels available to create campaigns for.
      2. Search campaign titles
        Search bar for past, current, and future campaigns.
      3. Filters
        Filter campaigns by Program, Status, and Start/End date.
      4. Override title
        Click Override title to preview the campaign.
      5. View campaigns
        Click See all to view all campaigns associated with the program.
      6. Add program override
        Opens the New program override section.

      Override a program

      You can create program overrides in this section.

      The following screenshot of the New program override section is annotated to highlight specific features. The complete annotations are listed below it.

      vc_outbound_marketing_overview_override_program.png

      1. Override title
        Add a unique title for referencing the campaign. This title only appears internally and doesn’t appear to customers.
      2. Program
        Select a lifecycle program to apply changes.
      3. Edit selection
        Check the box for the section you want to apply the changes to, Hero section or Carousel section. You can select both.
      4. Program override dates
        Select the dates for the lifecycle changes. The minimum time frame is seven days and the maximum time frame is six months.
      5. Email language
        You can’t make changes here.
      6. Email subject
        You can’t make changes here.
      7. Email super subject
        You can’t make changes here.
      8. Configure layout
        In this section, configure the layout of the email campaign by adding a hero section and carousels.
      9. 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.
      10. Call-to-action target
        Select Individual title or Channel collection page as the call-to-action for the image. For an individual title, the hero image should correspond to the title and up to two hero images can be selected. For a channel collection, only one hero image can be selected. The title can be searched by Title name or SKU.
      11. 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 dropdown list.
      12. Carousel section
        Create a new carousel 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.
      13. Revert all heroes
        If you select Revert all heroes, any changes made to the hero image section are removed and replaced with the default hero image.
      14. Revert all carousels
        If you select Revert all carousels, any changes made to the carousel section are removed and replaced with the default carousels.
      15. Undo
        Click Undo to revert the last change you made.

      Guidelines and templates

      Guidelines
      Please review our Prime Video Visual Policy. For color contrast validations, use the 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.

      Accepted resolutionsTemplate links
      800x 400 pixelsPV_EmailOutbound_800x400.zip
      https://icnk.io/u/_J_MUv0GhC6G/
      700x150 pixelsPV_EmailOutbound_700x150.zip
      https://icnk.io/u/qd_Asl5u5mxK/
      500x1000 pixelsPV_EmailOutbound_500x1000.zip
      https://icnk.io/u/zNg6ymdUwLub/

      Frequently asked questions

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