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  • December 3, 2008

AM Inbox: First look at Cyber Monday emails

>>I’ve joined Smith-Harmon as their new research director. Read the press release.

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

DisneyShopping, 12/1 — Don’t Miss Our Cyber Monday Specials – Today Only!
I’ll have a full-blown Cyber Monday recap later this week, but I wanted to touch on a few different strategies for messaging. First, many retailers referenced Cyber Monday directly in their emails, as DisneyShopping does here. In this case, DisneyShopping does a little creative recycling, making only minor tweaks to the creative they used last year. It’s interesting to compare the discounts and price thresholds from year to year. Here’s this year’s Cyber Monday email (left) and last year’s:

Click to view this Dec. 1, 2008 DisneyShopping email largerClick to view this Dec. 1, 2007 DisneyShopping email larger

NFLshop, 12/1 — 12 Deals In 12 Days - Deal 1 - Save up to 50% Off at NFLShop.com
A number of retailers—including Blair, Fingerhut, Nascar and NFLshop—started their “12 Days of Christmas” campaigns on Cyber Monday. Just like last year (see Dec. 3, 2007 AM Inbox), it appears that NFLshop’s approach is to include a calendar of deals in a single email rather than sending an email every day with a single deal for that day.

Click to view this Dec. 1, 2008 NFLshop email larger

Northern Tool, 12/1 — Chad, Monday Only! Save Up To 70% On Great Gift Ideas + Free Gift Card
Northern Tool’s approach to Cyber Monday was to offer a one-day, online-only deal, but not reference “Cyber Monday” directly. I really enjoy Northern Tool’s emails because they have a really clear vision of who they are and who their archetypal customer is. Whether all their customers truly are manly men, the assumption is that they all want to be thought of as manly men, so that’s how Northern Tool addresses them. This suggestion for “gift wrap for guys” is dead-on brand-wise.

Click to view this Dec. 1, 2008 Northern Tool email larger

Urban Outfitters, 12/1 — Typecasting
One of the angles that retailers use to suggest gifts is to present products for certain types of people, like “the outdoorsman” or “the cook.” Urban Outfitters puts their unique spin on this by offering up gift ideas for “The Narcissist,” “The Hibernator” and “The Name Dropper.”

Click to view this Dec. 1, 2008 Urban Outfitters email larger

SUBJECTIVITY SCANNER: Select noteworthy subject lines
SmartBargains, 12/1 — Cyber Monday Specials start NOW!
Sears, 12/1 — Cyber Monday Online Only Savings
CompUSA, 12/1 — Cyber Monday Sale - Today Only!
OfficeMax, 12/1 — Cyber Monday: Save up to 50% + Free Gift with Ink
Kmart, 12/1 — Cyber Monday Specials and Free Shipping over $29
Sam’s Club, 12/1 — Cyber Monday is Member Monday at Sam's Club
Dell, 12/1 — Cyber Monday – One Day Only up to $608 off Select Dell Systems
Home Depot, 12/1 — Cyber Monday Savings - Hurry, 1-Day Only!
Costco, 12/1 — Cyber Monday Coupon Offers
TigerDirect, 12/1 — Cyber Monday SALE - Ends Midnight 12/01
Overstock, 12/1 — CYBER MONDAY SALE + 15% CASH BACK with PayPal
Macy’s, 12/1 — CYBER MONDAY! FREE SHIPPING on $75 + incredible web busters
Buy.com, 12/1 — Alert: Cyber Monday
KB Toys, 12/1 — Shop Cyber Monday Deals - Up to 60% Off
Toys “R” Us, 12/1 — Shop our Great Cyber Deals Plus Free Shipping
Wal-Mart, 12/1 — CyberWeek: Unbelievable Online Specials Available Now
ShopNBC, 12/1 — What's in Cyber Santa's gift bag?
Ross-Simons, 12/1 — 48 Hour Cyber Sale - EXTRA 30% Off Clearance at Ross-Simons
Spiegel, 12/1 — FREE MONEY! Today Only... Spiegel Gift Cards are 25% OFF!
Cooking.com, 12/1 — ONE-DAY MARKDOWNS Up to 70% Off + Deal of the Day and Leftovers Recipes
Banana Republic, 12/1 — TODAY ONLY! EXCLUSIVELY ONLINE: Get a special offer + Free Shipping!

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