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  • November 29, 2008

AM Inbox: Cyber Thursday deals

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

Toys “R” Us, 11/27 — Shop Our Cyber Deals & Unadvertised Mystery Deals Today plus FREE Shipping!
What do you call online-only deals on Thanksgiving Day? Borrowing some language from Cyber Monday, Toys “R” Us calls them “Cyber Deals.” Perhaps Thanksgiving will become known in the online retail world as Cyber Thursday—although would likely make Thanksgiving sound like a shopping occasion on par with Cyber Monday, which I don’t think it is. Although about 25% more retailers sent emails on Thanksgiving this year, the volume will likely only be 60% of what the volume will be on Cyber Monday.

Besides the “Cyber” language in this email, it’s worth noting that this is very typical messaging for emails sent around Thanksgiving. It lays out the deals for a few days, including online and in-store specials.

Click to view this Nov. 27, 2008 Toys R Us email larger

JCPenney, 11/26 — Black Friday Deals Starting at 4am! Print Coupons Now!
JCPenney is also coining some new terms, referring to limited-supply online specials as “screenbusters,” paralleling the offline “doorbusters.” “Web busters” is certainly the more widely used term.

Click to view this Nov. 26, 2008 JCPenney email larger

Lillian Vernon, 11/26 — Did You Miss an Email? One Day Only, See and Save with Any One You Want!
Most retailers have a web-hosted version of their emails now so how about using them (or just the landing pages) to offer subscribers a chance to go back in time and take advantage of past email deals? That’s what Lillian Vernon does in this email. With open rates hovering in the low 30% range for most marketers, some experts have said that most subscribers only read about one out of every three emails so if you want folks to see a message, you have to repeat it. This Lillian Vernon email seems to embrace that line of reasoning.

Click to view this Nov. 26, 2008 Lillian Vernon email larger

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kmart, 11/26 — 1 Day Only - Thanksgiving Day Sale Tomorrow
Linens ’n Things, 11/26 — 10% off your entire order PLUS save 40-70% on Online Doorbusters starting Thursday!
Sports Authority, 11/26 — Thanksgiving Day Only - 25% Off Your Entire Order - Starts at Midnight
Macy’s, 11/27 — Avoid the rush - get Free Shipping & Thanksgiving Specials today!
Victoria’s Secret, 11/27 — Free Shipping on Any Order, Today Only! Plus, $30 Off $175+. Details Inside.
Walgreens, 11/26 — Open Thanksgiving Day! 50% Off Collage Calendars + Toys. Thursday Only!
Neiman Marcus, 11/27 — THANKSGIVING SALE: Save as much as 60% off + Free online shipping AT ANY PRICE
Circuit City, 11/26 — Save extra with bonus coupons during our Thanksgiving Blowout Sale
Petco, 11/27 — PETCO / Happy Thanksgiving - Get 20% Off Your Entire Order!
NFLshop, 11/27 — Thanksgiving Day Sale - Buy 1 Item, Get the Next 50% Off
JC Whitney, 11/27 — Happy Thanksgiving! Today Only - 15% Off!
Wal-Mart, 11/27 — Thanksgiving Day Specials + Don't Miss Friday's In-Store Savings
Newegg, 11/26 — Ready, Set, Shop - Black Friday starts now at Newegg!
Home Depot, 11/27 — Shop Black Friday Online TODAY!
Nascar, 11/27 — Save 15% - Get ahead of the Black Friday Sales – 2 Days only!
Overstock. 11/26 — $10 Off $30 when you use Bill Me Later
Neiman Marcus, 11/26 — GO-TO GIFTS under $100 + Free online shipping
Cooking.com, 11/26 — FANTASTIC GIFTS ON A BUDGET: Gifts from $20-$40 + Free Shipping and Turkey Tips
Saks Fifth Avenue, 11/26 — Great Gifts at Every Price

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