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  • November 26, 2009

AM Inbox: Black Friday messaging double 2008 level

>>Retail Email Guide to Multichannel Engagement: Download this free 28-page report.

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

Newegg, 11/24 — BLACK FRIDAY DEAL LEAK - Only 1 DAY until our biggest sale of the year begins!
So far this year, Black Friday messaging is at more than twice the 2008 level. The rise is probably due to an increase in management awareness of email, the pressure to have a decent holiday season, and increasing awareness that email can drive significant store traffic. There have been lots of Black Friday previews, like this one from Newegg. This email builds further anticipation by telling subscribers to expect a “special announcement” in their next email.

Animated portion of Nov. 24, 2009 Newegg email

And here’s the main piece of animation in this email (the “Black Friday Starts Early This Year!” also strobes a little):

Animated portion of Nov. 24, 2009 Newegg email

Walgreens, 11/24 — Our Stores Are Open Thanksgiving Day + 50% Off Toys‏
While most retailers’ stores are closed, Walgreens is open on Thanksgiving. They wisely use email to raise awareness of this. Plus, they’re offering steep discounts on toys to make their stores even more attractive.

Animated portion of Nov. 24, 2009 Walgreens email

Neiman Marcus, 11/24 — Break away in Oscar de la Renta Blouses + Free online shipping at ANY PRICE‏
Smart use of animation can definitely help break through the clutter of holiday inboxes. This Neiman Marcus email does this effectively with its huge 3-frame animation. The messaging stays the same across every frame, which protects the message in case images are blocked by Outlook 2007. Having a detail shot as the background for the model shot is very nice.

Animated portion of Nov. 24, 2009 Neiman Marcus email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
NFLshop, 11/24 — Help U.S. soldiers overseas and save at NFLShop.com‏
Apple, 11/24 — This Friday: Our biggest shopping event of the year.
Sony, 11/24 — Pre-Black Friday Deals SAVE $1,450‏
TigerDirect, 11/24 — Black Friday Pre-Release: 26" HDTV $199...HP Mini Netbook $219...Samsung 40" $597...2TB HD $149...$29 Digital Frame‏
Lane Bryant, 11/24 — 40% Off Thanksgiving Sale Starts Today‏
Victoria’s Secret, 11/24 — WHAT'S SEXY NOW: Naughty & Nice‏
J. Crew, 11/24 — Our giftable, collectible art tees...plus FREE SHIPPING‏
Cooking.com, 11/24 — Must-Have Holiday Baking Tools + Favorite Holiday Recipes‏
Costco, 11/24 — Hot holiday offers at your local Costco wireless kiosk.
Avon, 11/24 — Holiday Luxuries for Less -Avon's Ultimate Gift Set + FREE Shipping‏
Diamond.com, 11/24 — Save 25% on Hottest Holiday Gems Plus Free Shipping‏
Montgomery Ward, 11/24 — Holiday Shopping’s a Breeze with Wards Credit‏
J&R, 11/24 — Gear Up For the Holidays: Musical Instruments Savings!
Urban Outfitters, 11/24 — Beat the Rush!

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