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  • May 20, 2009

AM Inbox: Another shopping cart abandonment email misfire

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

Williams-Sonoma — A friendly reminder from Williams-Sonoma‏
Last week I received this shopping cart abandonment email from Williams-Sonoma. While I did visit their site and make a purchase, I didn’t leave anything in my cart. According to the language in the email—“you may have items saved to your Shopping Basket”—they’re not really sure if I left something in my basket, which is odd.

On the upside, they make good use of HMTL text for the message and take advantage of this opportunity to engage subscribers with recipe content. But considering the 2008 copyright notice, it may be time to revisit this email, updating the messaging and checking the triggers for it. Ross-Simons also recently had a shopping cart abandonment email misfire (see Apr. 27 AM Inbox).

Click to view this May 2009 Williams-Sonoma email full-sized

Fingerhut, 5/19 — Fingerhut: 2-Days ONLY Get a Free Gift‏
In the days in the run up to the unofficial start of summer and the start of picnic season, Fingerhut is offering free picnic flatware with purchase. To complement the offer, they also include three helpful picnic tips. This is a good example of how service content can work with promotional content.

Click to view this May 19, 2009 Fingerhut email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bass Pro Shops, 5/19 — Memorial Day Sale at BassPro.com‏
REI, 5/19 — REI Memorial Day Savings: Up to 30% Off Now‏
Cooking.com, 5/19 — Memorial Day Sale: Up to 75% Off with New Items Added!
Lands’ End, 5/19 — FREE SHIPPING + Save 30%! A special Memorial Day Sale‏
Sierra Trading Post, 5/19 — Extra 20% OFF + Memorial Day SALE, 20% Off 7,000+ items‏
Newegg, 5/19 — The Memorial Day Sale Starts Now! $39.99 HP Color Printer, $69.99 3x2GB DDR3 RAM...
NFLshop, 5/19 — Give Dad the Best Gear - Father's Day 2009‏
Toys “R” Us, 5/19 — We Invite You to Donate to Bundled In Hope‏
L.L. Bean, 5/19 — See It First: New Summer Styles + Save on Kids' Favorites‏
Art.com, 5/19 — Eco-Friendly Art + Free Shipping
Bloomingdale’s, 5/19 — The Shoes & Bags Every Girl Wants‏

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