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  • October 27, 2009

AM Inbox: First reference to Veterans Day

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

1-800-Flowers.com, 10/26 — Orange Roses & White Callas + FREE Vase, only $29.99‏
1-800-Flowers.com gives us our first reference to Veteran’s Day, which is Nov. 11. Veterans Day is referenced in retail email messaging less than half as often as Columbus Day, so it’s a very small selling season.

Click to view this Oct. 26, 2009 1-800-Flowers.com email full-sized

Chadwick’s, 10/26 — FREE SHIPPING! Hurry for a Limited Time only!
Following the lead of Norm Thompson (see Aug. 18, 2008 AM Inbox) and L.L. Bean (see July 16 AM Inbox), Chadwick’s is inviting subscribers to vote for their favorite catalog cover. This is a great tactic that allows subscribers to participate in the brand without necessarily buying something—although it certainly never hurts to reward voters with incentives like Chadwick’s does here. Where this email falls down is that it never mentions the opportunity to vote for the cover in either the subject line or preheader message, so Chadwick’s misses out on engaging subscribers who are not in the market.

Click to view this Oct. 26, 2009 Chadwick’s email full-sized

Ann Taylor, 10/26 — Introducing LISA LOVES: Our Head Designer Shares Her Favorites For The Month...‏
Ann Taylor is launching a new recurring email around the picks of their head designer, Lisa. Bringing forward knowledgeable personalities is definitely a growing trend in email and Ann Taylor does it well in this email. Right in the subject line they explain who Lisa is; then they do it again in the body of the email, including a picture of Lisa to humanize the email more. Those are things that J. Crew has failed to do with their email feature Jenna (see May 5 AM Inbox). Ann Taylor also avoids making the mistake of changing their sender name to Lisa, risking that subscribers won’t recognize the sender and hit the “report spam” button. This is a mistake that Neiman Marcus has made (see Feb. 2 AM Inbox).

Click to view this Oct. 26, 2009 Ann Taylor email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Dick’s Sporting Goods, 10/26 — Congratulations New York - American League Champions!
MLB, 10/26 — Celebrate the Yanks 40th AL Pennant
Eddie Bauer, 10/26 — It Only Happens Once A Year – Save On The World's Best Down®!
Fingerhut, 10/26 — Fingerhut: A SPOOKTACULAR Free Gift for Halloween‏
Coldwater Creek, 10/26 — What a treat! Over 300 sweet deals up to 70% off in Outlet‏
Harry & David, 10/26 — Hurry ... FREE Express Delivery Upgrade on select Halloween gifts ends soon!
Cooking.com, 10/26 — Holiday Potato Recipes: Easy & Inexpensive‏

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