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  • December 5, 2007

AM Inbox: Don’t be afraid of saying the F- and S-words

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Cooking.com, 12/4 — Best-Selling, Best-Rated Gifts that Ship Free
A few retailers, including Cooking.com and RedEnvelope (see Scanner below), seem to be trying to avoid using the words “free shipping” in their subject lines by using artful alternatives. Here are a few other examples from Friday:

Dell, 11/30 — Wish for Hot Deals - Big Savings. Fun Systems. Free Inspiron Shipping.
Tiffany, 11/30 — The Tiffany Holiday Gift Guide and Enjoy Complimentary Shipping
MLB, 11/30 — Free domestic ground shipping on all outerwear and blankets.

Unless you have significant sender reputation problems, this kind of wordsmithing is generally unnecessary. As my Retailers Say the Dirtiest Things reportlet made clear, content filtering isn’t as strong as it once was. Including “free shipping” in your subject lines isn’t going to get you blocked. Heck, you’ll see in the Scanner below that Macy’s uses “free shipping” in all caps in their subject lines—and Finish Line even put asterisks on either side of an all-caps “free shipping.”

Sony, 12/4 — Capture the holiday spirit with exclusive savings from Sony
I’ve seen a few retailers using send to a friend for forwarding coupons and discounts on to friends and family, but Sony is the first retailer that I’ve seen using it to “drop a hint.”

Click to view larger

SUBJECTIVITY SCANNER:
RedEnvelope, 12/4 — Ship His Gifts for Free
Finish Line, 12/4 — *FREE SHIPPING* and Gift Cards In Time For Christmas!
Macy’s, 12/4 — FREE SHIPPING - plus save now on cozy cold-weather gifts!
Bluefly, 12/4 — Now Up to 60% Off Cashmere + Free Shipping
L.L. Bean, 12/4 — Two Gifts for You: $10 Gift Card + Free Shipping
Bass Pro Shops, 12/4 — Get Free Shipping for 4 Days Only
Banana Republic, 12/4 — Great gifts under $50 + Give a GiftCard
Harry & David, 12/4 — 10 Most Delicious Holiday Gifts
TigerDirect, 12/4 — Top 40 Tech Gifts
Chadwick’s, 12/4 — Give the gift of color & take an EXTRA $50 off!
Drs. Foster & Smith, 12/4 — Dog Toy Stocking Stuffers

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