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  • May 3, 2007

AM Inbox: Better to come clean

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Circuit City, 5/2 — UPDATE: How to get your birthday gift from Circuit City
In yesterday’s AM Inbox, I talked about an email from Circuit City that tried to get subscribers to tell them the month of their birthday so they can send them a birthday discount. What I didn’t mention is that when I tried to do just that, their preference center timed out on me and I got a server error. It would appear that I wasn’t the only one who had problems, as Circuit City resent the same email yesterday. However, besides labeling it an “UPDATE” in the subject line, they didn’t indicate why it was resent. The email looks exactly the same to me. Those that didn’t experience the server issue will be left scratching their heads. My advice: If it’s not really clear why you’re resending an email, just briefly explain why. People appreciate honesty.

Sears, 5/2 — Win a $250 Gift Card - Learn How!
Here’s another good example of a retailer incentivizing subscribers to write product reviews. (Explore tag: Product Reviews.)



Brookstone, 5/2 — No watering job is too big for our Industrial Grade Hose Cart!
The interesting thing about this email is that it appears to be exactly the same as an April 20 email with the exception of its subject line. The subject line of the earlier email was “What has 4 wheels and makes your yard look great?” When I saw the first email I commented on how the subject line was a little out of character for Brookstone (see April 23 AM Inbox). Perhaps they came to the same conclusion and decided to try again with the email—a sort of delayed A/B test.

SUBJECTIVITY SCANNER:
Diamond.com, 5/2 — Only 10 Days to Mother�s Day. Save 20% Plus Free Shipping.
1-800-Flowers.com, 5/2 — Surprise your Mom early—Get FREE Delivery!
American Eagle Outfitters, 5/2 — Free Shipping 24/7. All summer long.
Oriental Trading, 5/2 — Buy now, pay later, plus get free shipping on luau fun
Macy’s, 5/2 — 20% off & Free Shipping-our best Friends & Family Event ever!
Saks Fifth Avenue, 5/2 — FREE SHIPPING on Any Order + Dolce & Gabbana Shirts and Ties
Spiegel, 5/2 — Online Special: Your Perfect Tee's & Tunics In Ultra-Soft Fabrics, from $14!
REI, 5/2 — REI Anniversary Sale Starts Friday, May 4
ShopPBS, 5/2 — $2 Shipping on all media mail orders!
Reebok, 5/2 — Find your look today...

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