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The latest in marketing strategy, technology, and innovation.

  • November 7, 2012

AM Inbox: Free shipping for the holidays

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

Eddie Bauer, 11/5 — Free Holiday Shipping All Season Long! Plus, New Seasonal Arrivals.
Eddie Bauer and Nike (see below) are among the first retailers to announce their holiday free shipping programs. Last year, more than a quarter of retailers offered free shipping for the duration of the holiday season (see Alert: As Free Shipping Day approaches, majority of retailers already offering free shipping). Adding those retailers to the ones that offer free shipping year-round brought the total percent of retailers offering free shipping during the holiday season to around 55%.

Over the course of this year, a number of additional retailers have adopted an everyday free shipping policy, and more retailers have experimented with free shipping with no minimum purchase. Because of this, I expect free shipping offers to be even more prevalent this year, with fewer retailers requiring promo codes for free shipping and more retailers dropping the minimum purchase requirement on some occasions like Free Shipping Day.

Nov. 5, 2012 Eddie Bauer email

Nike, 11/5 — Something For You. Something For Them.
Nike, which also announced a free holiday shipping program, was among the 6% of major online retailers that began their holiday email messaging yesterday. Now 76% of major online retailers have now sent at least one promotional email that mentioned the holiday season.

Nov. 5, 2012 Nike email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Blair, 11/5 — The votes are in. It's free shipping by a landslide!
Bass Pro Shops, 11/5 — 2nd Amendment Savings! Free Shipping with any Hunting or Shooting purchase
Victoria’s Secret, 11/5 — VOTE! For your favorite bra...
Coldwater Creek, 11/5 — Tell us how we can serve you better & enjoy a special offer
Ice.com, 11/5 — Enjoy 20% off Most Pinned items
Lands’ End, 11/5 — Yes, it's that time.
Ross-Simons, 11/5 — Your Holiday Gift Headquarters: Jewelry and MORE
Fingerhut, 11/5 — Fingerhut: FREE SHIPPING on all Holiday Décor and Gourmet Food + Gifts!
Sam’s Club, 11/5 — Relax and entertain in style this holiday
L.L. Bean, 11/5 — Put a Little Maine on Your Front Door: Fresh, Handcrafted Balsam Wreaths
Brookstone, 11/5 — Gift Idea #25: World's coolest HD video copter... Better to Give
Barnes & Noble, 11/5 — Get Ready to Celebrate! Free $10 Gift Card & More Holiday Offers
Blue Nile, 11/5 — $30 Off When You Spend $40 on Jewelry for the Holidays and More
Disney Store, 11/5 — FREE SHIPPING when you personalize for FREE
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