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  • June 2, 2011

AM Inbox: Casual progressive profiling

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

Dell, 6/1 — Dell Insider: Meet the thinnest 15" PC on the planet‏
Progressive profiling works best when it’s most casual. In this Dell email, the progressive profiling question blends in naturally with the promotion of their XPS 15z laptop. They’re talking about a super thin 15" laptop, so a “Tell Dell poll” about the laptop size you find most ideal fits in seamlessly. Subscribers that respond to the poll can then be targeted later with relevant messaging about laptops that are their ideal size. Dell has used progressive profiling wisely in the past (see Nov. 24, 2009 AM Inbox).

Click to view this June 1, 2011 Dell email full-sized

Lane Bryant, 6/1 — Get Ready For Summer - 30% Off Dresses And $15 Tees‏
“What’s in it for me?” Subscribers are always asking themselves this question, so email messaging should always be seeking to answer this question. In this email, Lane Bryant replaces their social media bar, which had a weak “Follow us on” call-to-action, to a multichannel bar that tells subscribers how they can “Get more deals.” That’s a much more compelling call-to-action. In making this change, they ditch their links to Twitter and their Inside Loop community in favor of highlighting the SMS program and private label credit card. Here’s the new design…

Click to view this June 1, 2011 Lane Bryant email full-sized

…and here’s the previous design from a May 30 email:

Click to view this May 30, 2011 Lane Bryant email full-sized

Sears, 6/1 — Lowest prices on tractors + tool deals for Dad & 15% off Kenmore appliances‏
Over the years, I’ve seen a ton of puns in seasonal messaging. But I don’t recall ever seeing “Gift Guy’d” before. Kudos, Sears.

Click to view this June 1, 2011 Sears email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Target, 6/1 — Ends Saturday: Spend $50, and your wedding gift ships free.
Crate & Barrel, 6/1 — Get free shipping on any online gift registry purchase of $99 or more.‏
Williams-Sonoma, 6/1 — Set Your Summer Table With Stars & Stripes‏
Gap, 6/1 — Salute to Style + FREE Shipping Every Day
Sephora, 6/1 — Spoil dad with a FREE trio‏
JC Whitney, 5/31 — Find Fantastic Father's Day Gifts at JC Whitney & Save $45!‏
Lowe’s, 6/1 — Make Pops Proud With This Year's Gift -- Find Dad-Approved Gifts Inside
Kohl’s, 6/1 — Make Dad's Day: Gifts Less than $15, $25, $35 or $50.‏
Kmart, 6/1 — Free shipping for Father's Day: offer inside‏
Lands’ End, 6/1 — A Little Black Suit for Every Body, free shipping on every order.
Spiegel, 5/31 — THE ULTIMATE ESCAPE! Over 300 Swim and Travel looks...From ONLY $34!
Sports Authority, 5/31 — Ready for Summer? Shop Sandals and Footwear Now‏
Montgomery Ward, 6/1 — Party at your house! Summer essentials from Wards‏
Sony, 6/1 — Gear up for Summer | Save on Perfectly Portable Items‏
Victoria’s Secret, 5/31 — New Ways to Love Your Body!‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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