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  • March 5, 2011

AM Inbox: Elaborate March Madness campaign

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

TigerDirect, 3/3 — March Laptop Mayhem: 32 Laptops. 16 Brackets. 5 Rounds. 1 Champion. Don't Miss This!
Just like there’s significant messaging around the college bowl games and the Super Bowl, there’s some around the NCAA tournament as well. This TigerDirect campaign is among the most elaborate I’ve seen over the years. It’s a fun concept and brackets on the landing page (below) is impressive looking. From a merchandising standpoint, especially considering TigerDirect’s tendency toward limited-quantity deals, this seems challenging to run. I’ll be curious to see how the subsequent messaging goes. They definitely have my attention. (And I appreciate the subliminal “Duke…to be crowned top dog!” reference in the deck. :)

Click to view this Mar. 3, 2011 TigerDirect email full-sized

Here’s the landing page, which includes a social media component…which customers are using to complain about the faulty entry verification system:

Click to view this landing page for a Mar. 3, 2011 TigerDirect email full-sized

Linens ’n Things, 3/3 — Brand New Site, Same Great Savings!
Linens ’n Things has relaunched their website, although this email doesn’t say what’s new. At the same time, they’ve tweaked their email template slightly, updating their logo and navigation bar to match their new website design. They kept their email width at a very mobile-friendly 600 pixels.

Here’s the new design (left) and the previous design from a Feb. 27 email:

Click to view this Mar. 3, 2011 Linens n Things email full-sized Click to view this Feb. 27, 2011 Linens n Things email full-sized

Spiegel, 3/3 — E! News Host Giuliana Rancic Loves Ponte Knit For Spring!
Spiegel, 2/21 — Celebrities Who Love Spiegel! Giuliana Rancic of E! News!
Spiegel, 2/18 — Celebrities Who Love Spiegel! Giuliana Rancic of E! News!‏
I got déjà vu from this Mar. 3 Spiegel email and no wonder—I’ve seen it twice before already. While marketers can certainly resend emails as part of “final hours” or “last day” campaigns or remailing campaigns to folks that didn’t open the email previously, this doesn’t fall into either of those categories. Subscribers don’t read every email you send, but it’s dangerous to resend the same email over and over. Relevancy suffers for those that saw two or more of those emails and for those that saw the subject line and weren’t interested, seeing the same key words again and again is not going to peak their interest.

Click to view this Mar. 3, 2011 Spiegel email full-sized Click to view this Feb. 21, 2011 Spiegel email full-sized Click to view this Feb. 18, 2011 Spiegel email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Cabela’s, 3/3 — Backcountry camping at Cabela's - go exploring!
CB2, 3/3 — "She loved my new dishes." Check out our xray dinnerware.‏
NikeStore, 3/3 — Suitable for Combat: The Legend Tee and Top Picks for You‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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