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  • March 12, 2011

AM Inbox: Catering to the 20%

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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:

Dell, 3/10 — 7 days of great deals begin today!
Dell is running a daily deals campaign that asks subscribers if they’d like to get reminders every day of the 7-day campaign via email or SMS. Rather than make it an option, some marketers like to go ahead and send those daily reminders to email subscribers without an additional opt-in. The justification is the same for not sending emails asking subscribers to update their preferences: Few subscribers will take the extra step to do it. I think the issue is less about the percentage of subscribers that do it and more about who does it.

First, let’s acknowledge that the overall percentage is lessened by the fact that we’re usually comparing it to the whole file, including inactives. It’s more accurate to compare it to your active subscribers. Second, let’s also acknowledge the reality of the 80/20 rule—that 80% of your sales come from 20% of your customers. And finally, let’s agree that the subscribers that sign up for daily deal reminders and update their preferences are likely to be in that very important 20% of your customer base. Programs that allow you to focus more on your best customers are a good thing. Small numbers of people are not a problem if they’re generating outsized contributions to sales and the bottom line.

Click to view this Mar. 10, 2011 Dell email full-sized

Bluefly, 3/10 — Now Up to 60% off New Spring Pieces! Leifsdottir, Joie, Geren Ford, Marc by Marc Jacobs...
Prom season always gets a bit of attention around this time of year, but it’s usually just some apparel promotions. Bluefly’s “Fairy Prom Mother” campaign stands out because it goes above and beyond the usual promotions.

Click to view this Mar. 10, 2011 Bluefly email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
J. Jill, 3/10 — 30% off your favorite spring style. Daylight savings the J. Jill way.‏
Sam’s Club, 3/10 — College Hoops: Gear & gadgets to get you into the game.‏
Lane Bryant, 3/10 — Five Great Sites One Big Clearance Sale - Save Up To 80% Off‏
Williams-Sonoma, 3/10 — Discover the Sous Chef Series: Free Recipes, Demonstrations and More‏
TigerDirect, 3/10 — Hey, which of these Laptops do you like best?
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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