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  • January 15, 2008

AM Inbox: 1-800-Flowers’ video contests and Spanish-language emails

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

1-800-Flowers, 1/14 — Buy 18 Red or Multicolored Roses for just $39.99--plus FREE Shipping!
They don’t play it up too big in this email, but in the right-hand column 1-800-Flowers mentions their video contests, which they’re running through YouTube. The callout here just describes their “Will you marry me?” contest, where they are soliciting video proposals, with the winner’s being shown on YouTube on Feb. 11 with much fanfare. The other contest that they’re running concurrently is their “Video Valentine,” where you film your “greatest love story ever,” with the winner being shown on YouTube’s homepage.

Perhaps even more interestingly, right below the video content item is an item in Spanish. My Spanish is pretty rusty so I won’t even attempt a translation, but it links to a Spanish-language version of the newsletter. 1-800-Flowers also included this link in a Dec. 17 email. This is the first time that I’ve noticed any major retailer linking to a Spanish-language version of their email. Crutchfield links to the Spanish-language version of their website, crutchfieldenespanol.com, in every one of their promotional emails, but I haven’t seen an email in Spanish from them. Office Depot also has a Spanish-language version of their website at espanol.officedepot.com, but I don’t think they’ve ever mentioned in their emails. Fellow Email Insider Melinda Krueger wrote a column last week about Hispanic marketing via email and online, responding to a question from a reader. I would also stress caution when doing translations, as poor translations can make you look silly, unprofessional and even insensitive.

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J. Crew, 1/14 — (A flat-out fabulous new arrival)
With tons of folks popping the question around Christmas time, and Valentine’s Day just around the corner, J. Crew is targeting the newly engaged with their fashion wedding services. What’s unusual here is that they tell you the name of the wedding specialist and give you their email address, not some functional address like weddingservices@jcrew.com. The move makes for a more personal appeal.

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Chadwick’s, 1/14 — Day 1: First-Save Clearance Week! Up to 75% Off Sweaters
It looks like Chadwick’s is trying to do what Circuit City did last week (see Jan. 10 AM Inbox) and run a series of daily emails during January, which was the slowest month of the year last year.



Bed Bath & Beyond, 1/14 — Thread Count Settlement
Bed Bath & Beyond is using their email list to spread the word about a legal settlement regarding how they defined “thread count” in their two-ply sheets.

SUBJECTIVITY SCANNER:
Dick’s Sporting Goods, 1/14 — Shipping Savings on Select Exercise Equipment
Sears, 1/14 — All Electronics & Fitness on Sale + Cash Back on Appliances!
Gap, 1/14 — New Loungewear and Intimates, Plus Clearance Online & In-Store
Saks Fifth Avenue, 1/14 — GUCCI Spring Summer
Alloy, 1/14 — 15% off your entire order + new spring collection
Bloomingdale’s, 1/14 — Tory Burch: See What's New For Spring
CB2, 1/14 — dreaming of a modern spring

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