AM Inbox: An asterisk is not enough

AM Inbox: An asterisk is not enough

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Buy.com, 2/22 — Alert: $50 Off Coupon*
Consumers understand that many free shipping and discount offers are conditional based on their order size, so I don’t think that those kinds of offers need spelling out in subject lines—although the FTC appears to have a different opinion according to a recent Constant Contact blog post. However, in this subject line from Buy.com, there’s not only an order size condition, you have to use your RevolutionCard for the first time to get the discount. Based on that, the subject line seems a bit lacking, perhaps to the point of being deceptive, despite the asterisk, which certainly indicates that there’s a catch. That catch could have easily been expounded upon in the subject lines. Retailers’ promotion of Google Checkout discounts last year give us a good template for how this kind of deal should be pitched in the subject line:


RitzCamera, 1/11/07 — Save $10.00 With Google Checkout!
Bluefly, 1/707 — Extra $10 off when you sign up with Google Checkout + Last Day Designer Sale
Blue Nile, 4/23 — Save $20 on your $35 order at Blue Nile with Google Checkout
Buy.com, 10/5/06 — Reusable Coupon! $10 off $30 or more when you use Google Checkout at Buy.com

While some of these mention the spending threshold requirement or that it’s only when you sign up, they all mention that the deal is only good with Google Checkout. Buy.com should have clarified that this $50 savings was only available with a RevolutionCard.



Spiegel, 2/22 — Vote for Your Favorite Spring Look, Get 20% OFF!
Spiegel has polled subscribers about their favorite looks and products (see Nov. 21 AM Inbox and March 30 AM Inbox), but this one is particularly well executed. After you vote, the landing page thanks you for voting, gives you a code good for 20% off any purchase, and informs you that “the winning spring look will be announced in an upcoming Spiegel email.” The landing page also includes links to show the various looks, of course. But most importantly…



Spiegel, 2/24 — The Results are In! See the Winning Spring Look + 20% OFF!
…Spiegel quickly follows up with an email announcing the results, while the voting is still fresh in the subscriber’s mind. With those past voting campaigns, I didn’t recall ever getting an email announcing the winner, so it’s good to see Spiegel closing the loop this time. Just like the first email gave you 20% off on your favorite look (or whatever else you wanted to buy), this email gives you 20% off the winning look. If the winning look wasn’t your favorite, perhaps the Spiegel community’s collective opinion will sway you into giving the look another look.



JCPenney, 2/22 — Super Weekend, Super Savings
JCPenney introduces their new logo into their emails, although with a modified navigation bar that includes a new American Living tab, which is rendered in a different font and color so it really stands out.

Here’s the new logo and nav bar…


…and here’s an old one from a Feb. 15 email:


SUBJECTIVITY SCANNER:
Circuit City, 2/24 — Save up to 29% or more during our Leap Year Sale--this week only!
KB Toys, 2/22 — Huge Easter Sale - Up to 60% Off
Sportsman’s Guide, 2/22 — Cold Weather Gear BLOWOUT!... Shipping Coupon from The Guide
eBags, 2/24 — Danica Patrick rolls with Samsonite Silhouette 10
Ralph Lauren, 2/24 — Looking For A Bright Idea? Create Your Own For Spring [promoting customized polos]
Neiman Marcus, 2/23 — Trendsetter Alert: The latest styles from designers you'll want to know
HPshopping, 2/24 — Get In The Game With HP's Widescreen Notebooks and TVs
REI, 2/22 — New at REI - OXT Fleet Fitness Clothing
Orvis, 2/22 — A favorite made better than ever. All-new Zambezi twill.
Chadwick’s, 2/23 — To Thank YOU! $1 Shipping is back plus take $20 Off!
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Saturday, February 23, 2008

Week-End Trends: Let down after Presidents' Day

Email activity and promotional trends during the past week:

The RetailEmail Index fell 4% to 195 during the week ending Feb. 22, and is up 1% from where it was four weeks ago. The Index score indicates that on average the top 100 online retailers each sent just under 2 promotional emails last week.



RetailEmail Participation Rates: Last week, 89% of the retailers in the RetailEmail Index send out at least one promotional email, up from 87% the week prior, but down from 90% during the 4-weeks-ago period.



RetailEmail Seasonality Meter: Presidents’ Day promotions dominated the beginning of the week, but volume subsided later in the week. Expect St. Patrick’s Day and Easter references to ramp up next week.



Other things referenced by retailers: spring, swimwear, tax season
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Friday, February 22, 2008

Ping Time: Dylan's manly frustrations, the problem with 'free,' etc.

Our latest spin around the mediasphere turned up the following nuggets:

>>Dylan Boyd of eROI talks about his frustrations with Nordstrom, who sent him emails about women’s clothing despite him indicating that his preference was to get emails about men’s clothing. >>Follow the ping

>>Amy Black at Constant Contact warns that a November 2007 FTC case makes it illegal to use the word “free” in a subject line by itself if there are conditions attached. >>Follow this free* ping

>>Linda Bustos at Get Elastic shares a recap of their landing page optimization webinar, including a link to the on-demand version of the webinar. >>Follow the ping

>>In my Email Insider column this week, I elaborate on several takeaways from the Email Evolution Conference. >>Follow the ping
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AM Inbox: Fantastic spin on HD-DVDs

>>Miss the Email Evolution Conference? Catch up with this special edition of Ping Time.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

CompUSA, 2/21 — Price Alert: $89 Toshiba HD-DVD Player w/ 7 Free Movies ($140 Value)
Kudos to CompUSA for being upfront about why they have such a great deal on this HD-DVD player package (although I do question whether they went out an acquired more of theses and aren’t just liquidating what they have already). Kudos again for putting such a great spin on why you’d ever want to buy a piece of electronics that just became obsolete. The kind of letter format that you find in this email is just another example of how CompUSA’s emails are becoming more like TigerDirect’s in the wake of CompUSA being acquired by TigerDirect parent Systemax (see Feb. 18 AM Inbox).



Home Depot, 2/21 — See What's New This Month
This is a great, constrained use of an animated gif. It draws the eye but doesn’t dominate the screen—and most importantly it functions as a product demonstration, showing off some of the configurations that are possible.



Here’s the animated portion of that email:


SUBJECTIVITY SCANNER:
Hanna Andersson, 2/21 — Cuddly Fleece & Adorable Dress-Up For Baby Bunnies
Barnes & Noble, 2/21 — Save $5 -- Spring Organization Sale
Banana Republic, 2/21 — Meet the Color of the Season
Kmart, 2/21 — It's Baby Time - Save On Almost Everything for Baby
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Thursday, February 21, 2008

Get RetailEmail.Blogspot’s feed on your mobile device

EROI has built a mobile RSS reader that’s preloaded with feeds from all the best email marketing blogs, including this one—and they’re giving it away to all comers. Learn more about the app and request the download link here.
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AM Inbox: Acknowledging macroeconomic forces

>>Miss the Email Evolution Conference? Catch up with this special edition of Ping Time.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Office Depot, 2/20 — Paper Prices Rise: Ours Still Low
It’s odd for retailers to discuss or even hint at macroeconomic forces like commodity prices, inflation and unemployment, probably because they don’t want to get customers thinking negatively about their company or job security. So this email about rising paper prices caught my eye, in part because it followed a recent TigerDirect email that mentioned the weakening economy. That Feb. 5 TigerDirect email had their president, Carl Fiorentino saying, “I’m doing my part to stimulate the American economy by giving you great deals…” This is just two references, but I wonder if more retailers—especially low-priced retailers—will try to jockey to position themselves as the retailer of choice during hard times.



Bloomingdale’s, 2/20 — Shop New Dresses For Spring & More! Plus, Free Shipping!
Bloomingdale’s gives us our first prom reference. This first reference comes a few weeks earlier than last year, when Neiman Marcus gave us our first prom reference in a March 12 email (see March 13 AM Inbox).



SUBJECTIVITY SCANNER:
Williams-Sonoma, 2/20 — Perfect for Easter: A Nest of Truffle Eggs
Target, 2/20 — Sale on fresh spring arrivals for home and patio.
Bluefly, 2/20 — Jumpstart Spring: Pre-Spring Sale - EXTRA 10% Off
Spiegel, 2/20 — What's New For Swim 08 + Pay Nothing Until June!
Norm Thompson, 2/20 — VIP email customers get first dibs!
Sephora, 2/20 — 10 New Mascaras + Free Eye Cream Sample
Fingerhut, 2/20 — Shop catalog favorites from Fingerhut
Apple, 2/20 — iPod shuffle. Now just $49.
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Wednesday, February 20, 2008

AM Inbox: Eddie Bauer relaunches website

>>Miss the Email Evolution Conference? Catch up with this special edition of Ping Time.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Eddie Bauer, 2/19 — Get a sneak preview of our NEW website + Free Shipping!
Eddie Bauer announces that they’ve redesigned their website. For the time being, you can see the new version here and the old version here. Regarding the redesign, one change is that they’ve moved from a subscribe link to a sign-up field on their homepage. According to the most recent Retail Email Subscription Benchmark Study, 73% of major online retailers use a field over a sign-up link. Regarding the email, they could have listed some of the benefits of the redesign like inventory visibility earlier in the shopping process and larger images. Those benefits are detailed on the site, but why not mention the most important ones in the email rather than forcing subscribers to click twice to get to that information?



Gap, 2/19 — Get Some Color
I’ve mentioned in the past that Gap includes links to the other versions of their emails (women’s, men’s, baby, etc.) in each of their emails, but this is the first time that they’ve brought those links up into the main body of the email. Usually they just sit at the bottom of the email; you can see them at the very bottom of this screenshot. It’s smart of Gap to highlight their other email content more prominently from time to time to see if they can engage subscribers across multiple departments.



SmartBargains, 2/19 — 2008's hottest sandals already on sale, plus free shipping
I like how SmartBargains works some brand positioning into this unique call to action.



SUBJECTIVITY SCANNER:
Office Depot, 2/19 — Week of Savings: President's Day Sale
Banana Republic, 2/19 — Spring's Statement Coats Reinvent City Style + a special offer for you...
Lands’ End, 2/19 — 2008 Swimwear is here! With more options than ever
Drs. Foster & Smith, 2/19 — Winter Skin & Coat Care
Spiegel, 2/19 — 5-Hour Lunchtime Sale: Extra Savings on Jackets & Blazers!
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Tuesday, February 19, 2008

AM Inbox: Calling out video content in subject lines

>>Miss the Email Evolution Conference? Catch up with this special edition of Ping Time.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Ralph Lauren, 2/18 — RLTV Presents: Cape Lodge, An RL Home Video
It seems that retailers are highlighting video content in their subject lines more often lately, perhaps a sign that they’re seeing high levels of engagement from videos. Saks Fifth Avenue and Neiman Marcus have also promoted video content in their subject lines lately, especially during Fashion Week earlier this month:

Saks Fifth Avenue, 2/4 — Video Exclusive! Days 1 to 3 of Fashion Week
Saks Fifth Avenue, 2/6 — Day 4 Video of Fashion Week
Saks Fifth Avenue, 2/7 — Day 5 & 6 Video of Fashion Week
Saks Fifth Avenue, 2/8 — Day 7 & 8 Video of Fashion Week
Neiman Marcus, 2/5 — Exclusive video: Nina Ricci Spring Collection + FREE 2-DAY DELIVERY
Neiman Marcus, 2/8 — FREE SHIPPING plus Alice + Olivia exclusive spring video!

The other item of note in this Ralph Lauren email is that they use a special film icon—rather than a TV icon—to denote video content. It’s a little more upscale and in fitting with their brand image.



Old Navy, 2/18 — Urban Explorer: You Saw the Ad, Now Get the Look
Here’s a case where the subject line seems to be highlighting video content, but when you view the email there’s no link to the commercial. It’s great that they’re using email to extend their commercial, but you should account for the fact that some people will not have seen the commercial and give them a chance to feel like they’re also in the loop.



SUBJECTIVITY SCANNER:
Chadwick’s, 2/18 — We Cannot Tell a Lie! $1 Ships Everything
Overstock, 2/18 — PRESIDENTS' DAY CLEARANCE
Harry & David, 2/18 — Presidential Solution: Up to 50% OFF!
Blair, 2/18 — Here's an offer for the history books
Road Runner Sports, 2/18 — Your Last Day to Save at the Unprecedented Presidents Day Sale.
eBags, 2/18 — Final Day: Up to 70% Off - Presidents' Day Sale
Cooking.com, 2/18 — Movie-Lovers' Recipes: Award-Party Appetizers, Movie Snacks and More
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Monday, February 18, 2008

AM Inbox: CompUSA and TigerDirect email identities blurring

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

CompUSA, 2/15 — President's Day Weekend Blowout...46" 1080p HDTV $1099 & More
TigerDirect, 2/15 — Acer 22" LCD $199...46" 1080p HDTV $1099...Acer Laptop $599...Ends Monday...
This is the first clear sign that the email program run by TigerDirect, whose parent company Systemax recently acquired CompUSA.com, will be extended to cover the CompUSA brand. With some small exceptions, these creatives are the same. What remains to be seen is whether TigerDirect will also send its folksy emails from its president, Carl Fiorentino, to CompUSA subscribers. Perhaps over time they will begin sending co-branded emails like GameStop does with its EB Games brand.



Williams-Sonoma, 2/15 — New: Personalized Easter Totes
Besides promoting personalized goods, which I think is one of the unique offerings of online stores, the other think worth noting in this Easter email is that the call-to-action seeks engagement, not a sale (necessarily). It’s a softer sale that’s more inviting and friendly, less aggressive and impersonal. When the right occasion arises, it’s probably worth doing an A/B test on your calls-to-action, trying hard sell and soft sell CTAs.

I also received a Feb. 15 email from Williams-Sonoma with the subject line “Southern Fried Chicken: See How to Make It.” I haven’t seen them send more than one email in a single day before, so I’m assuming this was a deployment error or an A/B test that wasn’t properly segmented.



Kmart, 2/15 — President's Day Sale Begins Tonight – Up to 50% Off
I’ve seen several retailers do midnight madness online-only sales—most notably Sears—but I haven’t seen a retailer do a string of midnight sales like Kmart does here. Perhaps leveraging Sears’ experience, they’ve clearly found a synergy between sales at stores during daylight hours and sales online at night when stores are closed. (Explore tag: Midnight Deals.)



Montgomery Ward, 2/15 — Tell a Friend About Wards and Win!
I thought at first that this was a refer-a-friend program, but instead it appears to just use send-to-a-friend (STAF) to forward this message along in a more viral fashion. They use the STAF system to keep track of how many people you forward the email along to, and therefore how many entries you get. It’s a nice twist on referral programs.



SUBJECTIVITY SCANNER:
HPshopping, 2/17 — Shop the HP President's Day Sale - Three Days Only!
Circuit City, 2/17 — Coupon inside! Save an extra 10% this President’s Day
Toys “R” Us, 2/17 — Shop This Week's Ad: Presidents' Day Sale
SmartBargains, 2/17 — Presidents' Day Winter Liquidation. Plus free shipping.
Frederick’s of Hollywood, 2/17 — Last chance to save during our President's Day Event
Spiegel, 2/17 — Clearance Presidents' Day Savings, 20% OFF Already-Reduced Prices!
RitzCamera, 2/16 — Cold Weather Camera Tips & President's Day Sale...
Sportsman’s Guide, 2/16 — Presidents' Day Sale = Big Discounts... Shipping Coupon from The Guide
Coldwater Creek, 2/16 — $19.99 or less ~ Shop the Outlet President's Day Sale
Avon, 2/16 — Presidents' Day FREE SHIPPING & SALE -UP TO 60% OFF
eBags, 2/15 — Insider Preview: Extra 20% Off Presidents' Day Weekend Sale
Dell, 2/15 — Presidents' Day Deals - Free Shipping and 4 Days to Save on Select PCs
Frederick’s of Hollywood, 2/15 — Save on the season's hottest styles this President's Day.
Norm Thompson, 2/15 — Elect to save 18% at the President's Day Sale!
Bluefly, 2/15 — Presidents' Day Sale - EXTRA 20% OFF - It's Time For Something New
DisneyShopping, 2/15 — Email Exclusive: Save Up to 75% Presidents' Day Weekend
Road Runner Sports, 2/15 — Save Big at the Unprecedented Presidents Day Sale. 4 Days Only!
Staples, 2/15 — Sneak a peek at great President's Day deals
Sears, 2/15 — Presidents' Day Sale: Mattresses, Electronics, Tools, & MORE!
Furniture.com, 2/15 — Presidents' Day Sale - Take 10% off your order!
JCPenney, 2/15 — Presidents' Day Sale: Save 20-50% + FREE Shipping, Including Outlet Items
Office Depot, 2/15 — President's Day Sale - Preview Today
Musician’s Friend, 2/15 — Musician's Friend: Musician, Save at Presidents' Weekend Clearance Event + Instant Rebates
Sportsman’s Guide, 2/17 — 31st Anniversary Sale" Catalog... Valuable Coupon from The Guide
Nascar, 2/17 — Ryan Newman - Daytona 500 Champ!
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Sunday, February 17, 2008

Week-End Trends: Valentine’s Day goes out with a bang

Email activity and promotional trends during the past week:

The RetailEmail Index fell 3% to 198 during the week ending Feb. 15, and is up 5% from where it was four weeks ago. The Index score indicates that on average the top 100 online retailers each sent just shy of 2 promotional emails last week.



RetailEmail Participation Rates: Last week, 86% of the retailers in the RetailEmail Index send out at least one promotional email, down from 87% the week prior, and down from 87% during the 4-weeks-ago period.



RetailEmail Seasonality Meter: With Valentine’s Day references ending this past week, we’ll see Presidents’ Day references through the middle of next week and then the slow build up to St. Patrick’s Day and Easter in March. There were no references to New Year’s last week, so stay tunes for a New Year’s Season Finale.



Other things referenced by retailers: spring, swimwear, tax season
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Friday, February 15, 2008

Ping Time: Email Evolution Conference edition

Our latest spin around the mediasphere turned up the following nuggets:

If you missed out on the Email Evolution Conference this year you’re not completely out of luck because bloggers and reporters were all over it. In fact, during the Wednesday morning panel about blogging that I sat on, there were dozens of people that said they were blogging from the event—and six or so taht said they were blogging about us live during our session! Here’s a list of posts and articles that I found easily (let me know if you know of others). So follow the ping and get a little taste of what you missed:

The Email Wars:
>>Live EEC Keynote: Bloggers Unite: Passion, Power or People? (LIVE BLOG)
>>Knocked out by the eec

RetailEmail.Blogspot:
>>Takeaways from the Email Evolution Conference

Email Experience Blog:
>>Voices from the Email Evolution Conference
>>Inbox Stew: Grandma, Goods, Compadres and Confirmation

BeRelevant!:
>>Update from the Email Evolution Conference
>>Live Blogging from the Email Evolution Conference: Part 1 (LIVE BLOG)
>>EEC Conference: US Legislation and Beyond
>>Live Blogging from the Email Evolution Conference - Part 2 (LIVE BLOG)
>>Live Blogging from the Email Evolution Conference - Day 2 (LIVE BLOG)

MediaPost:
>>Making Email, Web Analytics Play Nice: Testing Is Key
>>FTC: Data Security Is Top Concern
>>Bad Guys Make Emailing Harder
>>Email Undervalued, Works Best In Symphony With Other Tools
>>Daily Candy Founder Shares Special Sauce

House of Email Marketing:
>>Reflecting on the EEC Conference: Relevance drives Deliverability and ROI

Email Insider Blog:
>>The DMA Gets It Right

Return on Subscriber:
>>Dedicated IP or not a dedicated IP

Denise Cox’s Blog:
>>How recipients and marketers are handling email (eec conference)
>>Some nuggets I picked up at email boot camp (eec event)

Bronto Blog:
>>Netflix Gets Email – Part 1

The Joeism Blog:
>>Kicking Off the Email Evolution Conference
>>Email Evolution Conference — Day 2
>>Last Day of Email Evolution Conference

Twitter streams:
>>Adam Covati

Constant Contact:
>>Insights from the Email Evolution Conference
>>From the EEC Conference: Email marketing blogs
>>From the EEC Conference: Getting inactive subscribers to engage
>>From the EEC Conference: Creating a VIP email program
>>From the EEC Conference: The DailyCandy story

Smith-Harmon EDM Review:
>>San Diego Zoo

Marketing with Technology and More:
>>Email Experience Conference Kicks Off
>>Good Quality permission and relevancy - data revealed
>>A No-Tan-Line Bikini and 70 Passionate Women

Strongmail’s Email Marketing Insights:
>>LIVE from the Email Experience Conference!

Chris Baggott’s Guide to Blogging:
>>Corporate Blogging Live From the Email Evolution Conference
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AM Inbox: Encouraging multichannel engagement

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Office Depot, 2/12 — Hot Furniture Deals + $15 Off $75
Office Depot is using their email program to tell customers about their mobile channel. While email is clearly a tremendously popular communications channel, some customers will prefer others or at least want to explore them. Blogs, RSS, mobile, social networks—all are channels that you should be promoting at least occasionally via email. I suspect that just as customers spend more when shopping via multiple channels (web, stores, catalogs, etc.), their engagement is significantly higher when they are engaged via multiple digital channels as well.



Linens ’n Things, 2/11 — In Store 20% Total Savings Event Starts Now
Linens ’n Things gives us our first Presidents’ Day reference.



Blair, 2/12 — Play our Valentine game and win!
Blair uses an animated gif to illustrate how their Valentine’s Day game works. It’s an innovative use of animation that I haven’t seen any time recently.



Here’s the animated portion of that email:


Ralph Lauren, 2/14 — Explore Our New Site & Shop Purple Label - The Ultimate Luxury
Ralph Lauren announces that they’ve relaunched their website.



Alibris U.K., 2/10 — Book lover, turn your stacks of books into stacks of cash!
It would appear that Alibris had a mix up with their U.K. list as this email was sent to me with the sender line “Alibris U.K.” instead of their usual “Alibris Books.” It also came from a different sender address.

1-800-Flowers, 2/12 — Save $10 + we値l hand-deliver your Valentines Flowers!
1-800-Flowers, 2/13 — I値l send a Valentine when dogs grow wings...
Yep, those are Chinese characters in the subject lines. Can’t say I’ve ever seen that before.

SUBJECTIVITY SCANNER:
Macy’s, 2/13 — Wow! Free Shipping + extra 15% off at the Presidents' Day Sale!
Bluefly, 2/14 — EXTRA 20% OFF - Presidents' Day Sale - It's Time For Something New
Ann Taylor, 2/14 — Starts Today! Presidents' Day Sale: Up to 70% OFF!
J. Jill, 2/14 — Celebrate Presidents' Day: save an additional 25% on already-reduced items
Ralph Lauren, 2/9 — Straight From New York: View The Fall 2008 Runway Show
Neiman Marcus, 2/12 — NM 101: Global Trend plus EXCLUSIVE VIDEO
Chadwick’s, 2/14 — Take our heart this Valentine's Day-It's FREE!
Petco, 2/14 — PETCO Happy Valentine's Day! Free Shipping at PETCO.com!
Brookstone, 2/11 — Valentine’s Day Gifts to Fall in Love with!
Sharper Image, 2/11 — Share the Love with $20 OFF.
Circuit City, 2/11 — Valentine Deals of the Day--sweet savings just in time!
J. Crew, 2/11 — Free shipping: XOXOXO
Coldwater Creek, 2/11 — Ready for fun? Shop spring's feminine, flirty dresses
Lands’ End, 2/10 — Spring has arrived! (Just add crocuses.)
Barnes & Noble, 2/14 — Sale -- Up to 40% Off Hundreds of Oscar-Winning Films
MLB, 2/12 — Get ready for Spring Training - take 15% off all BP Jerseys and Caps.
Nordstrom, 2/12 — Introducing The Denim Lounge: Joe's Jeans, 7 For All Mankind & More
Petco, 2/10 — PETCO Sit....good dog! 20% Off at PETCO.com [promoting training and behavior products]
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