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  • August 7, 2009

AM Inbox: Easing subscribers into SWYN

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

NikeStore, 8/6 — Introducing the Nike Hyperize + More Than A Game Tour‏
After releasing my latest reportlet on FTAF vs. SWYN, I had a great Bird Watching conversation on Twitter about the results. One of barriers to SWYN adoption that we discuss was a lack of consumer education about it, familiarity with it. I think this is particularly true with the sharing interface providers ShareThis and AddThis. Show someone the Facebook or Twitter logo and it means something to most people. Show someone the ShareThis logo and I bet you won’t get nearly the same level of recognition.

In NikeStore’s implementation of ShareThis here, they try to get around this lack of familiarity by incorporating icons for Facebook, MySpace, email and Digg into their ShareThis button. By leveraging the brand equity of those logos, I’m sure that they see greater usage. Perhaps in a year or two they’ll be able to drop those additional logos to save space once subscribers are better educated about how SWYN works.

Click to view this Aug. 6, 2009 Nike email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Cooking.com, 8/6 — As Seen in Julie and Julia: Le Creuset Flame Heritage‏
HPshopping, 8/6 — Laptop? Desktop? We've got you covered!‏
The Company Store, 8/6 — College Bound? XL Sheets & More + Free Delivery Upgrade‏
Sports Authority, 8/6 — Best Brands for Back to Sports‏
Sephora, 8/6 — Guess who's here?‏ [promoting new brands carried by Sephora]

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