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  • September 12, 2011

AM Inbox: 9/11 10th anniversary quiets inboxes

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Home Depot, 9/11 — Up to 60% Off Overstock Items, Only While Supplies Last
I’ve seen very few references to 9/11 from retailers, but this is the only one that wasn’t outright exploitive (see Sept. 9 AM Inbox). It’s good to see a retailer giving back to our veterans and I like that Home Depot found an on brand way of doing it by addresses their housing needs.

Even though 9/11 was mentioned by only a handful of retailers, the somber anniversary was clearly on retailers’ minds based on volume trends. Unlike other 9/11 anniversaries over the past five years that I've been tracking retail email trends, email volume dipped significantly this time around, with only 18% of retailers sending email yesterday—roughly half the usual level. The last time the percentage of retailers sending email was that low was February of 2009.

This Home Depot email also gave us our first reference to Veterans Day.

Click to view this Sept. 11, 2011 Home Depot email full-sized

Orvis, 9/9 — News on Vermont's Recovery from Hurricane Irene.
With this email, Orvis seeks to reassure subscribers that were unaffected by Hurricane Irene and they are open for business. They also take the opportunity to thank those customers who expressed their concern and offered to lend a hand—and they sought to redirect those offers of help to their fellow Vermonters with a “Donate” call-to-action. Orvis did a nice job of taking what starts as a defensive measure and turns it into to a message of community support.

Click to view this Sept. 9, 2011 Orvis email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
J. Jill, 9/9 — Silk + tweed = one extraordinary fall. Don't forget 15% off pants, too!
Coldwater Creek, 9/9 — 1 jacket = half-priced pants!‏
Lane Bryant, 9/9 — New Suit Looks For The Office + 99¢ Shipping
Cooking.com, 9/9 — Free Shipping + Save $90 on Best-Selling Calphalon Everyday Pans
REI, 9/9 — Fall Hiking Gear + Mega Deals at REI-OUTLET.com
Oriental Trading, 9/9 — Decorations your mummy would love + $0 shipping
Apple, 9/9 — Sept. 20 is your last chance to get a $100 Back to School Card.
Office Depot, 9/9 — Time For a New Chair? Need to Replace That Old Printer? Savings Inside...
Costco, 9/9 — Searching For A New Computer? Shop Costco.com For Top Selling Computers!
Toys “R” Us, 9/9 — New. Exclusive. And very stylish. Meet Little Rue.‏
Crate & Barrel, 9/11 — Make a statement with bold new rugs in exclusive designs.
Neiman Marcus, 9/11 — Exclusive Fragrances + Free tote & shipping at any price
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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