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  • May 21, 2010

AM Inbox: Dedicated social emails with different focal points

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

Kohl’s, 5/18 — Wanna be friends?
Kohl’s is the latest major retailer to send a dedicated social email to drive traffic to and fan growth at their social network presence. This is actually a kind of follow-up to an email they sent in March that asked email subscribers to share their “savings story” on Facebook. That email was focused on the story-sharing request, whereas in this message that call-to-action is secondary to a straight-forward fan request. That primary message block is followed up by banners that call out some content that’s on their Facebook page, and then there’s a tertiary messaging asking subscribers to follow them on Twitter. On that note, I’m pretty shocked that they haven’t been able to wrestle @kohls away from whomever is squatting on that account name. They’re blessed with a short brand name and it’s a shame they can’t leverage that economy of characters on Twitter.

Here’s the new email…

Click to view this May 28, 2010 Kohl’s email full-sized

And here’s that Mar. 23 email:

Click to view this Mar. 23, 2010 Kohl’s email full-sized

L.L. Bean, 5/18 — FREE Shipping + Easy-Fitting Summer Favorites‏
Following in the footsteps of Wal-Mart (see Nov. 23 AM Inbox) and Barnes & Noble (see July 8 AM Inbox), L.L. Bean has made product reviews available on mobile devices to support store shoppers.

Click to view this May 28, 2010 L.L. Bean email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bass Pro Shops, 5/18 — Memorial Holiday Sale at BassPro.com‏
Cabela’s, 5/19 — Memorial Day Sale: Start summer off with the right gear‏
Wal-Mart, 5/20 — Get Ready for Memorial Day With Great Savings on Home Essentials‏
Linens ’n Things, 5/18 — Save 10% This Week For Memorial Day!‏
Ralph Lauren, 5/18 — Our Favorite Gifts For Dad‏
Tiffany & Co., 5/20 — Gifts for the Graduate
Apple, 5/18 — iPad. A graduation gift unlike any other.
Fingerhut, 5/20 — Fingerhut: Shop the Gift Finder for the NEW Graduate!‏
HP, 5/19 — NEW HP Laptops for the New Grad‏
Coach, 5/19 — Coach News: Kristin, grad gifts, more‏
Gap, 5/18 — Sunwashed Summer Styles Designed for Guys‏
Ann Taylor, 5/18 — In The Tropics: Our New Collection Is Here + Buy One, Get One 50% Off!‏
Montgomery Ward, 5/19 — Make Your Outdoors Great with Wards!
Barnes & Noble, 5/18 — Perfect Pairing: 30% off a Hot New Book + Special Offer on an Ice Cold Frappuccino(R)
Musician’s Friend, 5/20 — Musician's Friend: View Our Interactive June Recording Catalog Online Now‏
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