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  • March 3, 2010

AM Inbox: Are you deaf to your subscribers' interests?

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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:

GameStop, 3/2 — Get Your Junior Mints ready for Final Fantasy XIII
Game-buyers don’t own every platform, so there are certain games they’re just never going to buy. This simple fact seems to be going unnoticed by GameStop, which doesn’t have a preference center that would allows subscribers to indicate which platforms they owned and doesn’t appear to use behavioral tracking to determine platform interests either. That creates emails that are full of irrelevant content. When they redesigned their emails last year, I lamented the loss of the New Releases, Coming Soon and Best Sellers lists (see July 9 AM Inbox). I wonder if those content blocks weren’t performing because they were also untargeted.

Does your business have clearly definite customer segments? If so, what are you doing to make sure subscribers are getting the content they’re most interested in? Preference centers, behavioral tracking, segmentation and dynamic content are relevancy’s best friends.

Click to view this Mar. 2, 2010 GameStop email full-sized

Linens ’n Things, 3/2 — Save $5, $12 or $24 and Get Ready for March Madness!
Although not as big at the promotions around the Super Bowl (explore: The Big Game tag), March Madness is a significant selling season that’s a smaller version of its NFL cousin. So get ready for emails promoting TVs with pictures of generic basketball players on them, plus team jerseys and party-related promos like the ones in this Linens ’n Things email.

Click to view this Mar. 2, 2010 Linens ’n Things email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Toys “R” Us, 3/2 — New! LEGO Board Games have just arrived at Toys"R"Us!
Sony, 3/2 — PRE-ORDER TODAY - The NEW dash Personal Internet Viewer
Oriental Trading, 3/2 — Easter candy as low as 4¢ per sweet. Save up to $20
PC Connection, 3/2 — Thinking About Making The Switch To Mac? 13" MacBook Now Only $899.99*!
Banana Republic, 3/2 — We've got a crush on coral.
JC Whitney, 3/2 — Hit The Road | Prepare Your Ride Plus $30 Off Your Order!
Dick’s Sporting Goods, 3/2 — Free Shipping on Bikes and Other Wheeled Goods - 3 Days Only!
Abercrombie & Fitch, 3/2 — Preppy polos get bright stripes for spring!

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