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  • March 10, 2009

AM Inbox: Abandoning your hard-earned credibility

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

Gap Give and Get Program, 3/9 — 30% off at Gap, Banana Republic and Old Navy with Friends & Family‏
This is what your emails look like when you abandon your well-established sender addresses. Using an unfamiliar sender name and discarding your usual email template, like Gap does in this email, compounds your credibility problem with subscribers, who are trying to figure out if this is a phishing attempt or scam. I spent nearly 10 minutes trying to make sure that Gap Give & Get was legit—I’m fairly certain that it is, although Gap didn’t make it easy to confirm that. There’s no mention of the program on any of the Gap Inc. brands’ websites. There’s no reason Gap Inc. couldn’t have sent this message under the brand names and addresses that subscribers are used to seeing.

Click to view this March 9, 2009 Gap email full-sized

Home Depot, 3/9 — Add Curb Appeal with Project Tips & Great Savings‏
Whether they’re actively trying to sell their home or not, what homeowner isn’t concerned about the value of their house? This messaging is well-timed and very relevant—and as usual, Home Depot does a good job of mixing products with project know-how.

Click to view this March 9, 2009 Home Depot email full-sized

Bed Bath & Beyond, 3/9 — Check out our e-circular‏
At the bottom of this email, Bed Bath & Beyond tries to tap their subscriber base for ideas for products. Snap-on tried the same tactic a couple of years ago. (see Apr. 4, 2007 AM Inbox). Explore Recruiting tag.

Click to view this March 9, 2009 Bed Bath & Beyond email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Harry & David, 3/9 — No Blarney: Great deals on select St. Patrick's Day gifts!‏
Neiman Marcus, 3/9 — Luck has it! NEW SALE ARRIVALS + Final Day! Free online shipping AT ANY PRICE‏
Sears, 3/9 — Sears March Mania: See how low prices can go. Shop now.
Kohl’s, 3/9 — 30-35% Off Swimwear + NEW Speedo Collection featuring Michael Phelps‏
Macy’s, 3/9 — FREE SHIPPING on colorful spring fashion for women‏
Ralph Lauren, 3/9 — Polo Club: Your Favorite Classics In Bright, New Colors‏
Hanna Andersson, 3/9 — Splash And Save On New Swimwear, Plus Our Summer Dress Sale!
Walgreens, 3/9 — Save up to $532 with March EasySaver Rebate Offers‏
Ann Taylor, 3/9 — Only for Email Members: 20% Off In Stores & Online‏
Wal-Mart, 3/9 — Bestselling Items at Budget-Friendly Prices‏

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