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The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Crate & Barrel — Crate and Barrel: Care Instructions #301700695
My wife and I just bought a new entertainment center from Crate & Barrel and in addition to receiving an order confirmation, we got this email containing care instructions. This is a nice additional touch from the retailer and demonstrates that they care about how the product performs after the sale. (They’re also covering their ass a little, but it’s not too heavy on that tone.) Other things that could be included in emails like this is warranty information and links to PDFs of assembly instructions. Also note that Crate & Barrel takes further advantage of this touch to promote three product categories as a secondary message. They do the same thing in their order confirmation email.
One of my only questions about this email is the timing: Instead of sending it along with the order confirmation email, it might be more effective if sent the day before delivery or along with a shipping confirmation email. They could also make the subject line more relevant by including the name of the product instead of the item number or whatever that is. “Crate & Barrel: Care Instructions for your new Kingston 52" Media Console” would have been a much better subject line, despite the extra length.
Fingerhut, 8/4 — Fingerhut’s Ugly Room Contest on Facebook
Fingerhut has a nice idea for a contest that has entrants posting pictures of their ugly garages and kitchens on Facebook. That’s a good way to drive some engagement, but the messaging in this email totally misses the opportunity to explain why Fingerhut is concerned about ugly garages and kitchens and what they can do about it. Presumably Fingerhut has a bunch of products to help organization those two spaces, but they’re nowhere to be seen in the email. If they’d included secondary messaging about organizational products, they might have not only picked up some sales from folks that don’t want to enter the content, but also would have shown would-be entrants the kinds of things their $500 in winnings could get them.
Dick’s Sporting Goods, 8/4 — Save 15% on Outdoor Purchases and Enjoy Free National Park Admission!
On rare occasions, preheader messages have nothing to do with the messaging in the body of the email. Dick’s Sporting Goods gives us an example of that with this preheader message about a survey that’s not referenced anywhere else in the email.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Abercrombie & Fitch, 8/4 — The funniest college tees in stores only
eBags, 8/4 — Campus & Fall Fashions: Extra 10% off + Free Shipping
Kmart, 8/4 — Free Shipping on School Supplies, Coupons and a New Exclusive Fashion Brand
The Company Store, 8/4 — Fall Preview Sale + Expanded Clearance
Backcountry.com, 8/4 — Men's Fall Clothing: Threads for Your Chill Time
Coldwater Creek, 8/4 — It's coming...Take a special peek at Fabulous Fall!
Banana Republic, 8/4 — Our 5 key updates--2 ways to wear
Cooking.com, 8/4 — Introducing Rachael Ray Oven Lovin' Bakeware
Furniture.com, 8/4 — Wow! Up to $1000 off your order!
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