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Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

  • February 27, 2009

AM Inbox: Email for recruiting

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

EB Games, 2/26 — By Invitation Only‏
EB Games taps their email list to find folks for online opinion panels. This is a smart way to find panelists and, as I’ve been talking about lately, is also a good way to break up promotional messaging so you’re not constantly banging the “buy now” drum. Besides recruiting for survey and focus groups, here are some other ways to use your email program for recruiting:

● Advertising job fairs and hiring, especially for the holidays. Urban Outfitters (see Oct. 27 AM Inbox), Staples (see March 19, 2007 AM Inbox) and TigerDirect (see Feb. 20, 2007 AM Inbox) have done this.
● Searching for models. Gap (see Oct. 17, 2007 AM Inbox), Abercrombie & Fitch (see Aug. 22 AM Inbox) and Petco (see June 12, 2007 AM Inbox) have done this.
● Product development brainstorming. Sephora (see May 15 AM Inbox) and Snap-on (see April 4, 2007 AM Inbox) have done this.

Have you seen marketers using their email programs for other kinds of recruiting?

On a separate note, I wonder if this is the most compelling subject line. Communicating some exclusivity—even if the invite goes to all your email subscribers—is a good thing, but it fails to address WIIFM. What’s it for subscribers? I would try “By Invitation Only: Earn Free Gift Cards” or find another way to work in the ability to earn gift cards, which is surely the main motivator for people to sign up.

Click to view this Feb. 26, 2009 email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Fingerhut, 2/26 — Fingerhut: Celebrate St. Patrick's Day‏
Sam’s Club, 2/26 — Planning your party for the College Hoops is easy with Sam's Club‏
Montgomery Ward, 2/26 — Bedding Starting at $49.95 ~ Buy Now with Wards Credit‏
Spiegel, 2/26 — Nothing. Zero. Nada. FREE SHIPPING now through Saturday! HURRY!‏
Bass Pro Shops, 2/26 — Get a jump on Spring Fishing at Basspro.com‏
Bluefly, 2/26 — Spring '09 Accessories & Shoes - Brand NEW & ALREADY 40% OFF!
Home Depot, 2/26 — Spring into Savings with Free Shipping‏
Victoria’s Secret, 2/26 — Save Up to $75 + The Must-have Bras for Spring‏
Urban Outfitters, 2/26 — Mirror/Dash By Kim Gordon: Exclusively At UO‏

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