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  • February 26, 2011

AM Inbox: A progressive profiling opportunity missed

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

Diamond.com, 2/23 — Just in! Discover Our New Diamond Chinese Zodiac Collection‏
The Chinese New Year was earlier this month and the Greek zodiac has been in the news lately with its controversial 13th sign, so this Diamond.com email seemed really topical. The “Discover your Zodiac Sign” call-to-action appealed to subscribers’ curiosity and desire for knowledge rather than making the usual “Buy Now” appeal. However, when you click through to the landing page, it doesn’t have any information that helps people find out what their sign is. This was a wonderful progressive profiling opportunity lost. If the landing page had asked email visitors their birthday (or the birthday of the gift recipient), then that information could have appended to their profile and later used to trigger a birthday email or for birthstone-related segmentation or triggered promotions. That’s, of course, on top of using that information to direct subscribers to the right zodiac charm, rather than forcing them to search for their sign, giving search marketers a crack at them in the process. So there was a landing page optimization opportunity here as well.

Click to view this Feb. 23, 2011 Diamond.com email full-sized

NikeStore, 2/24 — When Things Heat Up, Stay Hypercool‏
NikeStore has redesigned their email template, making some evolutionary changes. Those changes include lightening up their color palette, shrinking the primary message block, and enlarging the secondary message block. Here’s the new design (left) and the previous design from a Feb. 10 email:

Click to view this Feb. 24, 2011 NikeStore email full-sized Click to view this Feb. 10, 2011 NikeStore email full-sized

Crutchfield, 2/23 — Factory VS Aftermarket. A small investment can yield big improvements.
In yesterday’s AM Inbox, I cited Neiman Marcus as an example of a retailer that has really grasped taking an editorial approach to their email marketing. Crutchfield is another retailer that’s at the forefront of this shift, with this email being a great example of using educational material to nurture leads and promote products.

Click to view this Feb. 23, 2011 Crutchfield email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sephora, 2/23 — Color pop + spring sale‏
Ann Taylor, 2/23 — Spring For New Shoes: $50 Off Any Full-Price Shoe Purchase + Free Shipping!
J. Crew, 2/24 — Brighten up: NEW SPRING ARRIVALS & FREE SHIPPING‏
J. Jill, 2/23 — Introducing our new spring collection. Now, with 15% off select styles.
Nordstrom, 2/24 — Spring Dresses Save the Day‏
Norm Thompson, 2/23 — New Spring Collection flatters all. Misses & Plus. $1 shipping.‏
Victoria’s Secret, 2/24 — What's Sexy Now? Spring Fever.
Spiegel, 2/23 — Just In! Our Biggest Swim and Travel Issue Ever!‏
Lane Bryant, 2/23 — Up To 80% Off Clearance + New Spring Colors In Bras And Panties‏
Ross-Simons, 2/24 — Trend NEWS: Bold. Long and Juicy. Plus Save 25% Off Sitewide‏
Barnes & Noble, 2/23 — Saturday Only! Try Our Award-Winning NOOK Color and Get a Free Cup of Coffee‏
Walgreens, 2/23 — Newer. Easier. Walgreens Mobile App‏
Dell, 2/23 — Introducing the new XPS 17 with 3D panel‏
Apple, 2/23 — The new MacBook Pro has arrived.
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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