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  • February 9, 2011

AM Inbox: Boosting relevancy by updating image files

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

Home Depot, 2/7 — Today Only Shop Our One Day Savings Event + Exclusive Email Offers‏
In yesterday’s AM Inbox, I shared an example of a Chadwicks email where they updated an image file to show subscribers that the product had sold out. In this Home Depot, they used the same tactic to show that the one-day sale had expired and to point subscribers to other deals. As with the Chadwicks example, this tactic reduces frustration of subscribers clicking through only to find out then that the sale had expired. The bonus with this Home Depot example is that they were able to creative an alternative call-to-action. About half of subscribers takes more than 24 hours to open an email, which means that a lot of daily deals and one-day sales have expired by the time they open it. That content is essentially irrelevant at that point. Updating the image file like Home Depot has done here increases the relevancy of this old message.

Click to view this Feb. 7, 2011 Home Depot email full-sized

Abercrombie & Fitch, 2/7 — Make a Valentine's date with the Push 'Em Up you're sure to fall for!‏
Abercrombie is the latest major retailer to add an unsubscribe link to the preheader section of their emails. With Abercrombie, about 4% of top retailers do this. I like the sentiment of showing subscribers that they’re in control by not burying the unsubscribe link in the footer of the email, but this tactic is perhaps most successful in reducing spam complaints when used in emails sent to inactives and to subscribers who signed on through poor quality acquisition sources like sweepstakes.

Click to view this Feb. 7, 2011 Abercrombie & Fitch email full-sized

Alibris, 2/7 — Loyalty has its perks--here's a $10 coupon just for you!
And speaking of preheader text, Alibris has great language for their “view with images” link in this email. “Can’t see your $10 off coupon?” gives subscribers a reason to enable images.

Click to view this Feb. 7, 2011 Alibris email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Brookstone, 2/7 — Wrap your sweetie in this on Valentine’s Day…
Harry & David, 2/7 — LAST DAY to order for Valentines with FREE standard delivery.‏
Williams-Sonoma, 2/7 — "The Best Brownie Mix Ever!" - Great for Valentine's Day‏
Hallmark, 2/7 — Take a peek at our red-hot Valentine's Day offers‏
Blue Nile, 2/7 — Exclusive Savings: Over 25% Off or $100 Off for Valentine’s Day Gifts‏
Barnes & Noble, 2/7 — NOOKcolor. The Gift They'll Fall in Love With‏
Lands’ End, 2/7 — Enjoy $20 off $75 + New Quick-drying Water Shoes for the entire family‏
Neiman Marcus, 2/7 — The NEW shoulder: The bag that's got us buzzing‏
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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