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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 reminding customers to complete enrollment and reminding 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.

Driving Execution:

1. 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 When we faced technical blockers with outdated email notification packages, our timeline was at risk.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:

Cross-Team Collaboration: I asked our engineering team to explore as an "away team" to troubleshoot and start exploring for a workaround.

Proactive Escalation: When delays persisted, I escalated the issue to Senior Managers & Engineering Managers in terms of timeline, risks we’re facing, and options at hand and the help we need.

Impact: Due to the complexity of the technical workaround we had to explore, we delayed for a couple days but we successfully deployed the email system while keeping leaders in the loop and 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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