Automated Email Notifications System

Engagement and reminder emails for Prime members

Role: Product Manager

Team members: 1 UI designers, 2 SDEs

Skills: Requirements gathering, stakeholder management

Problem and context

We saw a big gap between customer signing up and finishing enrollment (20% gap). From historical data, we know that customers without a successful enrollment within 60 days of signing up are more likely to churn and end the service. Therefore, I proposed to build an automated email feature to engage with our customers such as remind customers to complete enrollment and to remind them of their renewal coming up…etc.

Target Customers:

For the subscription renewal reminder email, our targeted customers are those who have an active subscription and are approaching renewal.

Actions:

Defining Requirements Amid Legal Complexity

Challenge: Email notifications are subject to strict legal regulations that vary by state, billing cycle (monthly vs. annual vs. free trial), and opt-in preferences.

Solution: I collaborated with Legal to consolidate a superset of compliance rules that met all 50 states’ requirements while maintaining a cohesive engagement strategy.

Impact: By simplifying legal constraints and business requirements, I ensured that the engineering team could build efficiently without state-by-state customizations. Having the requirements identified quickly and accurately was essential for our engineers to identify scope and technical design.

2. Navigating Stakeholder Challenges & Unblocking Engineering

Challenge: Our upstream infra team (which controlled Amazon’s subscription services) was extremely busy and had limited bandwidth to support our needs. When we faced technical blockers with outdated email notification packages, our timeline was at risk.

Solution:

Proactive Escalation: I escalated the issue to Senior Managers & SDMs to prioritize resolution.

Cross-Team Collaboration: When delays persisted, I led our engineering team as an "away team" to troubleshoot and implement a workaround.

Impact: Despite a slight delay, we successfully deployed on time while minimizing engineering burnout.

Business Impact & Metrics

⭐️ Strong Customer Engagement & Conversion after deployment: 3,000 emails sent per week with

78% open rate (similar to our marketing engagement emails)

2.1% click-through rate (CTR) on the main CTA to complete enrollment

21% increase in enrollment completion rate, improving from ~70% to 92%.

Future Vision:

Expanding automation further such as AI-driven follow-ups, dynamic segmentation, and multi-channel engagement could drive even greater retention and revenue growth.

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