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  • June 3, 2011

AM Inbox: Breaking through inbox malaise

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

Northern Tool, 6/2 — Top Gift Ideas Now On Sale + 30th Anniversary Deals‏
When I saw the “Click to Watch Video” call-to-action on the Off-Road Commode in this email, my first thought was “Eww, why would I do that?” My second thought was of Amy Hamilton’s theory that ridiculous products get clicks. This seems like a bit of a twist on that idea, but it all boils down to including content in your emails that wakes people up and breaks the open-delete-open-delete routine consumers use to cull their inboxes. This video turns out to be a bit of toilet humor from the product manufacturer, and while I don’t see purchasing an off-road commode, they got my attention and earned a click from me—and that’s definitely valuable when everyone’s trying to boost their engagement metrics.

Click to view this June 2, 2011 Northern Tool email full-sized

Bloomingdale’s, 6/2 — Make His Father's Day - Give the Perfect Gift! + Free Shipping‏
Also catching my attention was this Bloomingdale’s email. Take a look and see if the same thing catches your eye. For me it was the silver-haired dad on a skateboard. Really? But regardless of whether this is aspirational or just delusional imagery, little things like that can go against the expected and get people’s attention. Another example of this when Ralph Lauren used a model with a cast on his arm with a Ralph Lauren belt as an improvised sling ((see July 22, 2010 AM Inbox).

Click to view this June 2, 2011 Bloomingdale’s email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bed Bath & Beyond, 6/2 — Anti-necktie Father's Day gifts PLUS $15 off $75 or more online coupon!‏
Brookstone, 6/2 — Boost your father’s cool factor….
Barnes & Noble, 6/2 — Dad's Big Day is Coming Up! Save 15% on the Perfect Gift.
Macy’s, 6/2 — Gifts dads love (Free Shipping too!) at the Father's Day Sale‏
Walmart, 6/2 — Shop Father’s Day Favorites for Less: Electronics, Grills, Tents & More‏
Fingerhut, 6/2 — Fingerhut: Shop the Gift Finder for Dad + Get Him a FREE Gift!
TigerDirect, 6/2 — Up To 60% OFF Deals for Dads & Gifts for Grads - While They Last‏
Spiegel, 6/2 — BRIGHT NOW! Vivid and Vibrant New Arrivals for the Home!
Sports Authority, 6/2 — Ready to Bike? Upgrade Your Gear for the Summer Season!
Tiffany & Co., 6/2 — Wedding Gifts to Have and to Hold
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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