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  • May 31, 2012

AM Inbox: Avoid vague value propositions

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

ShopNBC, 5/28 — Always be first. Here's how
As a general rule, it’s better to be concrete about what you’re offering. Specifics matter, which is why products promoted in emails include product images, brand names, prices and other product details. This ShopNBC emails is trying to convince subscribers to opt-in to receive their daily Today’s Top Value email, but they don’t tell you the current offer or list any recent offers to give you an idea of what you’re missing by not signing up. It’s all a little vague. In contrast, earlier this year, Sears also pitched their daily deal emails, but did so by sending their general subscribers a few sample emails that allowed them to take advantage of the deal of the day and that allowed them to opt in to receive the emails (see Jan. 20 AM Inbox).

May 28, 2012 ShopNBC email

Sephora, 5/29 — Pick your free gift
In the wake of Facebook acquiring Instagram, both Sephora and Coach have added Instagram icons to their emails, whereas no major retailers had done so before. Sephora added the Instagram icon when they redesigned their email template (see Apr. 17 AM Inbox). Coach replaced their Flickr icon with Instagram’s, which makes a lot of sense—although I’ll confess that I expected retailers to replace their Flickr presence with Pinterest.

May 29, 2012 Sephora email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ralph Lauren, 5/28 — Commemorate Memorial Day
JC Whitney, 5/28 — Happy Memorial Day from JC Whitney
Oriental Trading, 5/29 — Party on July 4th & make no payment until Aug. + $0 shipping
SmartBargains, 5/29 — Top Buys For Dads & Grads - Gifts Up To 90% Off! Plus Free Shipping
Walmart, 5/29 — Big screen TVs & laptops at big savings + gift ideas for Dad
Fingerhut, 5/29 — Fingerhut: FREE Shipping on Great Gifts for Dad – Shop Now!
Brookstone, 5/29 — We've got the stuff Dad wants PLUS Free Shipping.
L.L. Bean, 5/29 — The Sunblock Is Woven Right In: UPF 50+ Tropicwear
Orvis, 5/29 — FREE Shipping on cool linen for summer.
eBags, 5/29 — Beach Trip Packing Lists | 25% Off + Free Shipping
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