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  • July 28, 2011

AM Inbox: Another social threshold experiment

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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:

Buy.com, 7/27 — Samsung 46" 3D LED HDTV $1,149.99 AR, American Idol Headphones $9.99, Timberland Backpack $24.99,...
Another major retailer is experimenting with social thresholds. Last month, SmartBargains (see June 23 AM Inbox) ran a campaign that rewarded subscribers if they were able to help the retailer gain 3,000 new subscribers in a day. In this email, Buy.com offers to trigger a great deal on a Sony Dash if 500 people “like” it on the product page. It’s a fairly straightforward trigger. There’s just one problem…

Click to view this July 27, 2011 Buy.com email full-sized

…as the product page shows below (taken at 10:30 last night), Buy.com didn’t reach 500 “likes” yesterday and yet the deal was still triggered. They weren’t much closer to the 500-mark this morning either. Perhaps Buy.com realized that they were simply asking too much and that the social threshold standing in the way of a great promotion. As you can see, the Sony Dash became the No. 1 product on Buy.com yesterday. I suppose the lesson here is not to set the bar too high for your customers. But that said, it’s hard to know what’s too high without some trial and error.

Click to view this landing page for a July 27, 2011 Buy.com email full-sized

Ann Taylor, 7/27 — A Workday Surprise: 40% OFF EVERYTHING! Only Today. Only Online.
In preparation for this one-day, 40%-off sale, Ann Taylor sent an email on the 26th telling subscribers to look out for a “special workday surprise” (see below). It’s a rarely used tactic that’s mainly seen around big shopping days like Black Friday and Cyber Monday. It’s a recognition f the fact that about half of your subscribers generally don’t read your email until 24 hours after they’ve received it. So Ann Taylor was hoping to increase the open rate of this email by drumming up interest among openers the day before.

Click to view this July 27, 2011 Ann Taylor email full-sized

And here’s the email that Ann Taylor sent the day before…

Ann Taylor, 7/26 — Check Your Inbox Wednesday For A Special Workday Surprise!

Click to view this July 26, 2011 Ann Taylor email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Lowe’s, 7/27 — Learn About 5-Minute Fans in Under 5 Seconds -- Look Inside and Save 10%
Norm Thompson, 7/27 — "Best roll-aboard ever." Your words, not ours.‏
Neiman Marcus, 7/27 — Our Accessory Editor's favorite color from the runway?
L.L. Bean, 7/27 — Carefree Tees for $15.95, Shipped Free + Free $10 Gift Card
Drs. Foster & Smith, 7/27 — Preventing Heat Stroke in Dogs
Yoox, 7/27 — What to Pack?
Target, 7/27 — Saving 101: Sale on college kitchen picks.
Costco, 7/27 — Back to School Offers on Hot Handsets - Valid Through August 2, 2011.
J. Crew, 7/27 — Fall's finest: shop the latest in stores & online (plus, FREE SHIPPING)
Frederick’s of Hollywood, 7/27 — Our most alluring bra has arrived. Shop the NEW Fall collection with free shipping.
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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