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  • November 1, 2010

AM Inbox: Adding more links to an email

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

GameStop, 10/29 — Play these games while you wait and save…
“How many links should I include in my emails?” is a perennial question. Some research suggests that the more links you include the higher your chances of getting a click, which make sense. At the same time, a focused email can be more compelling at generating clicks on the link that you most want subscribers to click on. The answer, of course, is to test. But as I recently advised a boutique owner on Focus.com, if you’re looking to increase the number of links in your emails, one way to go is to highlight products related to or similar to the products you were already planning to promote. This tactic is executed well in this GameStop email, which promotes some upcoming titles by promoting similar titles and earlier titles in the series. It’s a nice way to generate sales now while building awareness of titles that will be out soon.

Click to view this Oct. 29, 2010 GameStop email full-sized

Sephora, 10/29 — Get beauty advice anytime‏
Sephora has been a novel user of Facebook, but the launch of their own community, BeautyTalk, may signal that they’d rather not build communities on leased real estate. The move is similar to Lane Bryant’s launch of Inside Curve earlier this year. I’ll be curious to see if the engagement campaigns they’ve been running on Facebook are shifted over to BeautyTalk.

Click to view this Oct. 29, 2010 Sephora email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
REI, 10/29 — New! We've Changed Our (Long) Underwear‏
Abercrombie & Fitch, 10/29 — Christmas 2010. Naughty Or Nice?
Bass Pro Shops, 10/29 — Home for the Holidays‏
Toys “R” Us, 10/30 — Wow! Earn 10% Back on Purchases this Holiday Season‏
Crate & Barrel, 10/31 — Win your Wish List from our kids company!
Toys “R” Us, 10/31 — The Great Big Christmas Book is HERE! HUGE SAVINGS & 100's of Toys Only at Toys"R"Us!
Williams-Sonoma, 10/30 — Your Seasonal Favorites Are Here – Shop Now‏
Sears, 10/29 — Save an extra 5-15% during our holiday savings kickoff‏
Lillian Vernon, 10/29 — Kids Gift Ideas and a Double Offer in the New Catalog‏
Macy’s, 10/29 — Extra 15% off + Free Shipping on the best in holiday dining!‏
Orvis, 10/29 — Orvis slippers - a holiday tradition.
Macy’s, 10/30 — Ralph Lauren: Free Shipping + shop the Holiday Tartan Collection!‏
Ralph Lauren, 10/31 — Our Best Costume Award Goes To...
Harry & David, 10/29 — Paint a pumpkin in our NEW Orchard Stores!
Chadwick’s, 10/31 — Trick or Treat! 31% off ends tonight! Hurry to jump on this deal!
Lands’ End, 10/29 — Treats on us: Free Tote + Free Shipping‏
Overstock, 10/31 — SCARY SAVINGS WEEKEND‏
Kmart, 10/29 — Big Savings on Costumes and Candy + Clothing for the Family on Sale‏
1-800-Flowers, 10/30 — No Tricks, Only Treats: Save 20% Sitewide for Halloween. Ends Tomorrow!
Norm Thompson, 10/29 — 20% OFF everything on our new upgraded website!
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