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  • December 5, 2012

AM Inbox: Corporate gifts + 'SOLD OUT' urgency

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

Brookstone, 12/2 — Long gift list? Buy 5 or more and save!
There’s very little messaging about corporate gifts or other gifting situations where you’d be buying many of the same item for people on your list, so this Brookstone email really stood out. Depending on the item, I could easily see this kind of volume-discount promotion appealing to people with lots of kids or nieces and nephews, for instance.

Dec. 2, 2012 Brookstone email

Bass Pro Shops, 12/1 — Saturday Only Web Busters + Free Shipping
During the holiday season, creating urgency is vital. One of my favorite tactics is updating image files with “SOLD OUT” overlays, like Bass Pro Shops does in this email. It’s the equivalent of seeing empty shelves in a store, which makes you worry that items you might be interested will be out of stock soon too. Bass Pro Shops has been running a few doorbuster emails like this one recently and it seems like one of the two items is highly prone to selling out, which I suspect is by design and very smart, if so.

Dec. 1, 2012 Bass Pro Shops email

L.L. Bean, 12/2 — Holi-Daily Deals: Sign Up for a New Sale Every Day, Starting Dec. 6
With retail email volume at all-time highs (see Week-End Trends: New all-time high retail email volume), L.L. Bean is taking a cautious approach to increasing their email volume by giving subscribers the choice of whether to receive their “Holi-Daily Deals.” It’s pretty unusual nowadays to ask for an additional opt-in to receive seasonal daily emails, but requesting an SMS opt-in—as L.L. Bean is also doing in this email—are more common. In addition to L.L. Bean asking for that SMS opt-in, Sony and a few other retailers have done so as well this holiday season.

Dec. 2, 2012 L.L. Bean email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Coldwater Creek, 12/1 — You'd better not pout :) COATS 50% off and everything ships FREE!
Lane Bryant, 12/2 — Santa Knows You've Been Good, So Here's Your Gift
Blair, 12/1 — On the first deal of Christmas, shipping is free!
Costco, 12/2 — 24 Deals of Christmas #7 - Save Big on Dell Computers!
Norm Thompson, 12/2 — Perfect gift hunting? Find it in our Gift Center | 10% off + FREE SHIP!‏
Cooking.com, 12/2 — Hot New Limited Edition Gift Sets
eBags, 12/2 — It ends tomorrow! Plus, Your eBags Holiday Catalog has Arrived...
Eddie Bauer, 12/1 — Everything They Need For Winter Adventures

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