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  • February 10, 2011

AM Inbox: Credit cardholder email misfire

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

J. Jill, 2/8 — Important changes to your J. Jill credit card account.‏
Probably exciting subscribers’ fears that they were being phished, J. Jill erroneously sent this email about credit card changes to some non-cardholders, like me. Email misfires like this certainly raise questions about how well customer and subscriber information is being handled and erode trust.

Beyond those critical issues, this email does a poor job of establishing its credentials. This email cries out for personalization to demonstrate that the email is indeed from J. Jill. A personalized greeting, instead of the generic “J. Jill Credit Card Holder,” is a good first step. Including the last four digits of the account number is also a common piece of information to include in such communications.

Click to view this Feb. 8, 2011 J. Jill email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bass Pro Shops, 2/8 — Save up to 50% off during the Presidents' Day Sale‏
Oriental Trading, 2/8 — Save more for Mardi Gras! $10 off + free shipping‏
Costco, 2/8 — Last Day to Order Your Valentine's Day Flowers!
Harry & David, 2/8 — LIMITED TIME - Free delivery in time for Valentine's Day‏
Dell, 2/8 — It's not too late – two day sale on Valentine gifts‏
Sony, 2/8 — SAVE BIG with Valentine's Day Deals This Week Only‏
Orvis, 2/8 — Top-rated styles for spring - chosen by Orvis customers.‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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