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  • December 2, 2008

AM Inbox: First reference to Cyber Monday

>>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:

eBags, 11/28 — SNEAK PEEK at Web Busters + 20% OFF
EBags gives us our first reference to Cyber Monday. They even shot a quirky, mostly funny video explaining what web busters are.

Click to view this Nov. 28, 2008 eBags email larger

TigerDirect, 11/28 — 72hr After Thanksgivinig SALE w/ $1.99 Shipping
TigerDirect returns with their Pink Friday campaign (see Nov. 22, 2007 AM Inbox), tying Black Friday deals to breast cancer awareness and research. This year they added a webcast—think telethon—that ran from noon to midnight (ET) during which they gave away prizes and offered deals in support of the cause. That’s a nice real-time addition that adds urgency and engagement. Unfortunately they misspelled “Thanksgiving” in the subject line.

Click to view this Nov. 28, 2008 TigerDirect email larger

Overstock, 11/28 — Black Friday - 10% Off Your Entire Order
Overstock goes literal and uses reverse type in their Black Friday email. To compensate for the added difficulty of reading white text on black, they used large font sizes and pretty much abandoned HTML text in their design. While they certainly broke several email design rules, the effect is that their email really stood out in the inbox. I guess some rules really are made to be broken from time to time.

Click to view this Nov. 28, 2008 Overstock email larger

Avon, 11/28 — SAVE UP TO 60%: Site-Wide SUPER SALE + FREE Shipping
At the bottom of this email, Avon announces that they’ve launched a Spanish-language website. I’m only aware of a few major retailers that have created Spanish-language versions of their sites, including Crutchfield and Office Depot. It will be interesting to see if they also produce emails in Spanish. While conducting research for the 2008 Retail Email Subscription Benchmark Study, I only encountered one retailer—Hanna Andersson—that gave subscribers the option to receive their emails in another language (and they offered Japanese).

NFLshop, 11/30 — Today Only - 20% Off Your Entire Order
NFLshop, 11/30 — 20% Off Your Entire Order - Hurry, Only A Few Hours Left - Ends Tonight

NFLshop messed up on their segmentation on this subject line A/B split test.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
SmartBargains, 11/28 — Black Friday prices start NOW!
Dell, 11/28 — Dell’s Black Friday Specials: Today Only!
Circuit City, 11/28 — Black Friday 2-Day Sale: savings so big, we're giving you an extra day!
Musician’s Friend, 11/28 — Musician's Friend: Private Black Friday Sale Details Inside!
Dick’s Sporting Goods, 11/28 — Hurry, Only a Few More Hours Remain - Early Bird Black Friday Specials
Road Runner Sports, 11/28 — Hurry Runner, Giant Black Friday Savings Ends Soon!
Buy.com, 11/28 — Alert: Black Friday Blowout
Ross-Simons, 11/28 — Save up to 70% on Black Friday Closeouts!
Crutchfield, 11/28 — Even more ways to save on Thanksgiving and Black Friday
Circuit City, 11/30 — Our Cyber Monday Sale starts now--we couldn't wait until tomorrow!
Target, 11/30 — Sneak peak: Shop Cyber Monday deals today, plus our Biggest Free Shipping Event Ever.
KB Toys, 11/30 — Early Cyber Monday Deals - Up to 60% Off
EB Games, 11/30 — Cyber Monday Specials at EBGames.com
Sports Authority, 11/30 — Cyber Monday Sale - 15% Off Your Order - Online Only
TigerDirect, 11/29 — Cyber Weekend Deals: Sony 46" HDTV $1099...Portable DVD Player $49...2gb MP3 $9
HPshopping, 11/30 — Shop the HP Cyber Monday Sale: 4 DAYS ONLY!
Toys “R” Us, 11/30 — Shop Our Lowest Prices of the Season and Free Shipping PLUS Monday Cyber Deals!

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