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  • September 10, 2007

AM Inbox: A picture shouldn’t say it all

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

Kmart, 9/7 — Savings Reward + Kitchen Helpers + Secret Sale
Kmart’s emails are unusual in that they don’t like to use product descriptions, instead relying solely on the pictures of their products. Target and other retailers that use this popular three-across product arrangement include a brief product description under the image that usually includes the brand name of the product. I would assume that including brand names would give subscribers another entry point, another detail that would catch their attention and entice them to click through. For instance, in this email, the grill on the second row is a Foreman Grill. Now $25 is a good price for a Foreman Grill, but if it were some no-name grill then it wouldn’t be nearly as interesting—to me at least. The other issue here is that when images are blocked, subscribers don’t have a product description, just the prices, which are in HTML text. Kmart doesn’t even use alt tags.



TigerDirect, 9/8 — Hi Def Discounts...
In the latter half of last month TigerDirect began adding a refer-a-friend link to the tops of their emails next to their RSS link. There are only a handful of major retailers that use refer-a-friend programs currently, including Blue Nile and 1-800-Flowers.com. (See Refer a Friend Benchmark Study.)



Hallmark, 9/7 — Fall fun, healthy eats and MORE!
Looking to protect their subscribers—and their brand name—Hallmark included a link to instructions to tell fraudulent E-Cards from the real thing in their latest email.



Avon, 9/8— Get the Force to LIFT & FIRM + FREE Ship on ANY eRepresentative Order
This is the 13th time this year that Avon has offered subscribers a “free ship” in one of their subject lines.

SUBJECTIVITY SCANNER:
Brookstone, 9/7 — Halloween and harvest decor for your home-from Brookstone
KB Toys, 9/7 — What's New + Halloween Special Offer
Dick’s Sporting Goods, 9/9 — Check Out New Fall Apparel
Bloomingdale’s, 9/7 — Introducing Lauren Ralph Lauren
J. Jill, 9/7 — New boots for fall! Plus, $25 off a future purchase.
Sharper Image, 9/7 — Breathing Room: Save 50% on your second Air Purifier.
Neiman Marcus, 9/7 — JIMMY CHOO: What's the most exotic handbag yet?
Frederick’s of Hollywood, 9/7 — Go boy crazy. Snap up our sexiest boy shorts, with a special offer.
Victoria’ Secret, 9/7 — Try Our Pants Risk Free! Plus, Save Up to $150 Online. Details Inside.
Northern Tool, 9/7 — Chad, Find The Right Pressure Washer With Our New Comparison Tool

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