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  • May 1, 2007

AM Inbox: Climb out from behind your assortments

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Crutchfield, 4/30 — Get Mom what she really wants: save on cameras, MP3 & more
Over the weekend I was reading Chris Baggott’s newly released book Email Marketing By the Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level. One of the things that got me thinking was the advice “Be human.” Chris says, “People don’t fall in love with institutions… Your chance of landing in a great relationship increases exponentially when you show a human side.” I think Crutchfield does a particularly good job of doing this, and this email is a perfect example. Not only does Crutchfield have a little note from Bill Crutchfield in every email, they regularly feature pictures of staff members and customers in their emails. This email also includes an article on how to take better pictures with your digital camera. Providing advice and customer service is extremely human. Although many major online retailers are adopting this way of thinking, there are still quite a few that would rather hide behind their product assortments and continue to engage in faceless mass marketing.

By the way, this was just one of many, many Mother’s Day emails that flooded my inbox yesterday. The Scanner includes subject lines from several of them.

Harry & David, 4/30 — SAVE 10%* when you try us for Mother's Day!
At the bottom of this email, Harry & David does a nice job of prompting subscribers to use their store locator. While having store locator, send-to-a-friend and other links built into your email template is a best practice, it’s also smart to occasionally prompt readers to use them in more overt ways like Harry & David does here.

Lands’ End, 4/30 — FREE SHIPPING ends on Tuesday!
Lands’ End has introduced My Message Cards, which allow gift card givers to record a voice message of up to 10 seconds that can be played back via a hidden mini-recorder built into the gift card holder.

RedEnvelope, 4/30 — Your gift for Mom is all locked up. [promoting lockets]
Neiman Marcus, 4/30 — FREE GIFT WRAP: Shop Mother's Day gifts + FREE 2-Day Delivery
1-800-Flowers.com, 4/30 — Surprise Mom and Save 15% on our Tulip and Iris Bouquet!
Brookstone, 4/30 — Mother's Day is almost here...treat her right this year!
Saks Fifth Avenue, 4/30 — Free Shipping: 3 More Days! + Top 15 Gifts for MOM
Kmart, 4/30 — 25-75% Off of Great Gifts for Mom
Dick’s Sporting Goods, 4/30 — Free Shipping on Mother's Day Gifts!
Coldwater Creek, 4/30 — Free shipping ~ Shop great Mother's Day gifts
Hallmark, 4/30 — Save 20% on Mother's Day Orders
PetSmart, 4/30 — Products to ease travel with pets plus free shipping
eBags, 4/30 — Extra 10% off + Free shipping. Roll with it this summer.
Old Navy, 4/30 — Shop Sunny Summer Dresses for Effortless Style
Alloy, 4/30 — NEW dresses for summer - $34.50 and up
J. Crew, 4/30 — The ultimate summer espadrille
Foot Locker, 4/30 — Summer Savings: Take 20% off our hottest styles
Victoria’s Secret, 4/30 — Swim Sale, 25%-40% Off. Over 200 Styles. Plus, Free Shipping Offer. Details Inside.

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