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  • June 21, 2010

AM Inbox: Assume your subscribers know nothing

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

Abercrombie & Fitch, 6/18 — Get ready, the A&F Quarterly is coming!
After reading both this email and the landing page, I still can’t tell you what the A&F Quarterly is about. The messaging seems to rely on subscribers haven’t previous experiences with the Quarterly, but I’ve been following A&F for four years and don’t recall ever hearing about it. It seems like the copywriter allowed their insider familiarity with the Quarterly to severely hollow out their messaging about it. Be sure your messaging can be understood by folks that are completely new to your brand and your products.

Click to view this June 18, 2010 Abercrombie & Fitch email full-sized

Bluefly, 6/18 — It's National Splurge Day! - Treat Yourself To Something Special...
Just about everyone promotes the big holidays—Christmas, back-to-school, Mother’s Day, etc.—but retailers let plenty of lesser-known holidays pass quietly by. For instance, Bluefly was the only major retailer to create an email promotion around National Splurge Day, which is a great holiday for them brand-wise. In addition to the promotion, they explain the origin of National Splurge Day on their blog. Bluefly sends emails pretty much daily, so it’s easier for them to highlight niche holidays, but are their minor holidays that fit well with your brand that you’re missing?

Click to view this June 18, 2010 Bluefly email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Omaha Steaks, 6/18 — OVERSTOCK ALERT Filets at better than employee prices Only 750 at this price‏
Frederick’s of Hollywood, 6/18 — It's so good, we had to send it again.‏ [promoting $15 off $50 offer]
The Company Store, 6/19 — Get your College Kid's Dorm Gear + Free Delivery‏
JCPenney, 6/20 — Happy Dad's Day! Save Up To 40% Online Only‏
Ralph Lauren, 6/20 — Happy Father's Day From Ralph Lauren‏
Bluefly, 6/20 — Happy Father's Day! EXTRA 25% Off All Sale Items - Today Only!‏
Home Depot, 6/20 — FREE Shipping on All Grills, eCards in Time for Father’s Day‏
L.L. Bean, 6/18 — 20% Off Adventure Duffles + Email Dad a Gift Card in Hours‏
Linens ’n Things, 6/20 — Father's Day Exclusive: Twice the LUV, Twice the Savings!‏
Hallmark, 6/18 — LAST CHANCE to send Father's Day wishes‏
Brookstone, 6/18 — HUGE SAVINGS- - Plus Father's Day Shipping Cut-Off Extended... Order by 3 PM Today!
Barnes & Noble, 6/18 — Wrap Up the Perfect Gift for Dad -- NOOK with Free $50 Gift Card‏
JCPenney, 6/18 — Great Gifts For Dad + Instant Money Savings‏
Walgreens, 6/20 — Remember Dad's Day! Get 50 Prints Only $5 + 25% OFF Photo Books‏
Kmart, 6/18 — Round up your favorite Toy Story 3 gear at Kmart‏
Drs. Foster & Smith, 6/19 — Summer Fun Guide for Dogs!‏
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