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  • March 1, 2008

AM Inbox: Don’t forget the landing page

>>Two-Click Survey: Which is more important to generating opens: the sender name or subject line? Vote today on the eec homepage.

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

OfficeMax, 2/28 — Limited Time - Exclusive In-Store Coupon
This is a great example of how content can provide context and relevance to your products—and in this case, also drive traffic to your stores. The email explains the topics to be covered in quick scannable bullet points, and also a short list of “Things to Shred.” Where the email seriously falters is that there’s no landing page for the event. In fact, the main image doesn’t link to anything at all—not to a page for this event, not to an events page to simulate interest in other events, not to the store locator so people can identify their nearest store, not to a selection of shredders, not to a selection of privacy products,… That’s big missed opportunity.

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Home Depot, 2/28 — Easy Bath Projects + 30-50% Off Select Lighting
I’ve talked about Home Depot highlight projects in their emails before (see Jan. 25 AM Inbox and June 18 AM Inbox), but they’ve stepped it up significantly with this email, which is focused almost entirely on suggestion bathroom projects to subscribers and offering them help. This is a great example of context and advice driving the sale. And the landing pages are great too. For instance, here’s the landing page for the Install a Faucet project.

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Saks Fifth Avenue, 2/28 — Online and In Stores TODAY ONLY: Get up to $450
I love clearly articulated deals. Saks does that here, making it crystal clear what the rewards are for hitting certain spending thresholds.

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They run this promotion pretty regularly and I was somewhat alarmed to see this pre-promotion email, which had the subject line “TOMORROW ONLY Get a Gift Card” and arrived on Feb. 27. This email leaves the subscriber wondering about the terms of the promotion and sends them into the fine type at the bottom of the email, which wasn’t very helpful. Clicking through was also unhelpful. Thankfully they followed up with the email above, in the meantime some subscribers were probably confused and frustrated by the game of “hide the deal details.”

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Walgreens, 2/28 — Feb. 29 Only: Save 29% on Your W Photo Purchase
Circuit City, eBags, TigerDirect and a handful of other retailers promoted Leap Day deals yesterday and the day before, but this creative really stood out for me with the clean, fun design and clear calls-to-action.

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SUBJECTIVITY SCANNER:
Circuit City, 2/28 — Hurry! Our Leap Year Sale ends Saturday at midnight
Williams-Sonoma, 2/28 — New: Perfect Endings Cupcakes + Bunnies
1-800-Flowers, 2/28 — Save 15% on great gifts for March birthdays!
Nordstrom, 2/28 — Exclusively Ours: Linea Paolo's High-Fashion Footwear
Spiegel, 2/28 — The Spring Dresses You've Been Waiting For + FREE SHIPPING!

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