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  • June 7, 2011

AM Inbox: Converting subscribers to registrants

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

Yoox, 6/6 — Introducing the 11th Birthday - Free Shipping
In this email, Yoox tries to spur unregistered subscribers to register by teasing information about their 11th birthday event, which they’ve placed behind the login wall on their website. This tactic is inspired by retailers like Gilt Groupe and Overstock’s sister brand, Eziba, that require subscribers and all other visitors to register to even browse products. Of course, the danger is that the intrigue isn’t strong enough and that subscribers will abandon rather than take the additional step to login or register and won’t ever get to the event information. This email increases that danger a bit by muddling the call-to-action—the top two-thirds of the email links to the Yoox homepage where there’s a cryptic 11th birthday video, while the bottom third of the email links to a login/registration page.

Click to view this June 6, 2011 Yoox email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kmart, 6/6 — Save $100 on an HDTV + tool gifts for every budget (shh… they're for Dad)
Williams-Sonoma, 6/6 — Top 5 Gifts Selected by the Dads of Williams-Sonoma‏
CB2, 6/6 — affordable father's day gifts for the modern dad.‏
Eddie Bauer, 6/6 — Top-Rated Gifts for Dad.
Sam’s Club, 6/6 — Gear and gadgets to make Dad's day‏
Walgreens, 6/6 — Just for Dad: 20% OFF Cologne, 25% OFF Shavers + More Gift Ideas 15% OFF Contact Lenses‏
Home Depot, 6/6 — Today Only Father's Day Savings‏
Sony, 6/6 — Father's Day Deals Save up to $739 on HDTV Bundles + More Gifts Free Shipping‏
RitzCamera, 6/6 — Celebrate Dads & Grads! Great gifts, terrific prices‏
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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